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Brand Vision and your Content Strategy
A clear brand vision is the key to a successful content strategy. Often, businesses try to create their content without first understanding who they are and what their goals are. If you want your content marketing efforts to be effective, you need to know exactly where you’re going with it. To help get started, this blog post will provide some insight for creating an actionable content strategy. I will also cover the common mistakes you can avoid with your content creation.
Have clear brand values
Your brand values are what guide your business and help you make decisions. They should be something that you can stand behind, and they should be communicated through every aspect of your marketing. When it comes to content, this means being true to your voice and staying on-brand throughout all of your posts.
For example, if your brand values are focused on community and transparency, you might want to prioritize blog posts that will help customers understand how your products work or tell a story about what they mean for people. On the other hand, if you value convenience over anything else, it’s probably not the best practice to spend time writing long-form content – instead focus on shorter posts that get your point across quickly and efficiently.
Prioritize your audience
As you determine what kinds of content to create, always keep in mind who the target audience is. What are they interested in? How can posts about this topic help them achieve their goals? Once you know exactly what your readers want and need, it will be much easier to come up with ideas for blog posts that will be relevant to them.
Keep in mind that your audience isn’t just any person who happens to fit into a certain demographic, but rather it is made up of individuals with their own unique interests and goals. Many businesses will create content without first determining what kind of people are interacting with the brand on social media platforms or reading blog posts. This is a mistake, as it can lead to posts that are irrelevant or uninteresting to the people you’re trying to reach.
Create a mission statement
Your content strategy should be inspired by your mission statement. A good example of this is the popular blog Humans of New York (HONY). HONY’s goal is to tell stories about people that are compelling, authentic and inspirational. When it comes time for them to create posts, they ensure what they publish aligns with their audience ’s interests.
To explain, they might share a post about someone who’s made an incredible impact on their community, even if that person isn’t from New York. Or they might profile a business owner who is working to make their city a better place. This type of content not only resonates with readers, but it also helps HONY stay true to their mission statement.
Create a content strategy that aligns with your brand vision
Now it’s time to create an actionable plan for what you want to accomplish through your posts! Your first step will be determining the topics you plan on writing about, including who your audience is. Once you know this information, it becomes much easier to create content that is relevant, engaging and aligns with your brand vision.
For example, if you’re a dental practice, you might want to create posts about how to care for your teeth at home or the importance of oral health. But you could also get creative and share posts about interesting dental facts or interview experts in the field. The possibilities are endless!
Establish your brand values and mission statement before you create content, then refer back to them each time you are planning or creating something new. This will ensure that all of the content on your site brings value to both your audience and business!
I love using Canva to create beautifully curated content strategy and brand vision kits for each of my clients as part of my onboarding process. These kits serve as a reminder for myself and my clients of what our content strategy and brand vision is. This constant reminder is a huge part of my content creating flow.
If you are interested in learning more about content strategy, you can read more blog posts here.