It’s been said that hope is not a strategy, and we totally agree. But neither is simply deciding what you don’t want for your brand. Creating a strategy is easy; the difficult part is creating one that works, and works well.
If you’re unsure whether your content strategy is working hard enough – and smart enough – for your brand, here is a checklist to keep you on course:
- Define your strategy. Remember about thirty seconds ago when we told you that hope is not a strategy and neither is simply deciding the path you don’t want your brand to take? Still true. However, it’s very important to begin your strategy process with exactly those two elements. Write hopefully, then edit realistically.
- Find your dream target audience member. This takes more than dreaming; it involves market research and lots of studying your particular market.
- Have you identified your buyer? Good. Now make sure that individual can find you like a needle in a haystack. This takes more research and studying, because you’re going to have to test reactions and measure responses, over and over and over again.
- Speaking of research, you’ve got to continually gauge the trends about to happen in your industry. Keep ahead of them. And whenever possible, don’t follow the trends; start them.
- Never confuse tactics with strategy. Strategy is vision, and tactics include all the tips and tricks to get there.
- Look at your content with an objective eye. Is it readable, understandable, actionable, and shareable? If your answer is yes to all, great work! If not, let’s get back to it.
Now it’s time to ask yourself the tough questions: questions are the language of strategy. Become curious and super intent on looking at trends, results, and strategy from different points of view. Act boldly
That’s a lot, right? Do you think you’re done? You’re not done. In fact, you won’t be done until your company’s done and your brand ceases to exist. As long as your brand is still kicking, we can take it places you’ve only dreamed. Heck, we can even make it dance. You’ll see.