Creating content without a content strategy it’s like one of those things that are only possible if Harry Potter does them. The cold hard truth is, that you will eventually have to create a content strategy because you will see that your content is not converting your ideal audience. According to my biz bestie LeAnn creating content without a strategy is like cooking without all the ingredients, it’s not edible. I don’t know why she thought about that.

I’m saying this because a lot of what type of content you create or which content platform you choose will be determined by your content strategy. Especially after you factor in the three main elements of a content strategy.

For instance, the reality of today’s world is that TikToks and Reels are taking over and everyone is struggling to keep up with that video content but before you jump on that train, remember that short-form video content is for generation z who have a short attention span and that’s why you have to catch their attention in seconds. On the other hand, you have millennials who are besties with Pinterest and Google so blogs are the way to go. Don’t forget you have the generation who only use Facebook and you will never find them on Instagram. If you want to make content for my mom you will have to use Facebook.

What is a content strategy?

A content strategy is your brand’s roadmap to drive traffic, leads, engagement, and sales. The one thing you need to remember is that your content needs to connect directly with your ideal client. Have you ever read a blog post and all you could think is, girl you so get me? That’s what you need to go for with your ideal audience. Let them feel like you know them and you can achieve this by knowing their pain points and where they want to be eventually.

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We need to create a business strategy for our content. That means saying no to many channels and content types, and focus on where we can build an asset, an audience, over time.

-Joe Pulizzi
two women working on a Macbook and text that explains what a content strategy is

The Main Goal of Your Content Strategy:

At the end of the day, you should aim to create content that speaks directly to your ideal audience. I will show you a simple method we do when working with our content strategy services. Consider these 3 things before creating your content.

The first represents your ideal client’s pain points. Write everything your ideal client is struggling with.

Let’s use my 1:1 mentorship as an example. The main problem my ideal client is struggling with is that they are not getting consistent sales in their business.

The second is your ideal client’s desires. What are their goals and desires? Like… what are the transformations they are looking to get from your content. This is especially essential when you are creating online courses and digital products.

For my 1:1 mentorship, my ideal client wants to increase their leads organically and convert their audience into clients.

The third and last thing you need to consider is objections. What objections does your ideal client have? Obviously, you have noticed a pattern when you talk to existing clients and prospective clients. What keeps coming up when you talk to them?

My ideal client wants to grow their business organically but because Pinterest takes at least 6 months before they start to see real results, they don’t put as much effort there as they do on other content platforms.

With all that in mind, trust me you will be able to create content that speaks directly to your ideal audience.

The three questions I ask before creating a Sustainable and Realistic Content Strategy
  1. What do you love to make?– What content do you look forward to creating? This is the kind of content that feels like riding a bike to you. It’s what you enjoy and it’s the fastest to create. In my case anything involving PR and books. Like I could talk forever about books and PR is so ingrained in me that I sometimes see everything from my PR eyes. My best friend gets bored with me especially when we are reading articles and I can just predict the PR nightmare. As you can see, I could go on forever. That’s why you will find me quoting books or giving my readers book recommendations.
  2. What performs well?- First video pins were performing well on Pinterest and now Idea pins are the new kid on the block almost taking over. The problem is that people are forgetting about standard pins. Right now, some of my standard pins have more impressions than my idea pins. Knowing this information, what content will you create? At the same time, you have to think about what content works for you. One of my clients, because she was already established on Pinterest, She has never created an idea pin and she has 3 million+ monthly views.
  3. What do you have time for?– Do you create content monthly or weekly? Personally, I am a monthly content creator. I set aside a day for admin tasks, graphics, and blog post writing, and a day to schedule out that content.
a black woman with a pen writing on a journal

How to Create a Content Strategy

I always strive to create a strategy that’s sustainable and makes sense to you. The content strategy that you create needs to be realistic so that you are able to stick by it and be consistent. For instance, for Katie, one of my Pinterest marketing clients we publish 3 idea pins weekly for her account while for Anna, a food blogger, we focus on standard pins and 1 idea pin weekly because of the three questions I use to create a Content strategy.

Step 1: Determine your Goals for Your Content Strategy

Your content has to be created for a certain purpose. Define your goals. Your content can be used to boost brand awareness, improve SEO, build an audience, generate leads, boost sales, convert followers to clients, and so much more. What are your goals for the platform you will choose?

Step 2: Who is your target audience for your content strategy?

Who is your ideal client? What are their pain points? their desires? What solutions do you offer for their problems? How will you do that?

This is instrumental in determining which content platform you will use. For example, if your ideal client is a female teenager about to go to college, TikTok and Pinterest may help you reach your ideal client.

Step 3: What is Your Niche?

I know you have heard the phrase Niche down so much by now. Hear me out, for your content strategy to work, you need to have a niche but don’t niche down too much. For example, if you have a passion for the outdoors like hiking, mountain climbing, and so on. Don’t let hiking be your niche because eventually, you will run out of content ideas. Make outdoors your niche that way you have room to add more like camping, and patio ideas.

Step 4: Which Content platform works for your content strategy?

Which content channel do you want to focus on? In the beginning, don’t try to be everywhere at once. That’s a mistake I did at the beginning stages of my business. I was on Pinterest, Instagram, Facebook, and Twitter and still had to blog on top of working with clients. I experienced burnout.

  1. Choose one type of content- a Blog, video, or podcast. Which content do you prefer and which type of content does your audience prefer consuming?
  2. Choose one traffic platform- Choose one platform that can drive traffic to your website. Here you have the option of Pinterest and YouTube. I swear by Pinterest. I may be biased as a Pinterest marketing expert but I use it to drive traffic and book clients.
  3. Choose one social media platform- This is the platform where you interact with your ideal clients and it has to be where they hang out the most.

Step 5: Content Research

Have you ever had this juicy content idea then, you create the blog post, create Pinterest graphics, and then crickets are all you get? It’s because you are not creating the content your ideal audience is searching for. There are a few ways to do this:

  • Instagram Stories: Connect with your audience directly using polls, question stickers, the quiz feature, and DMs to ask them what content they love or have been craving.
  • Keyword Research: Search that keyword you have in mind and get content ideas of what people have been searching for and create that content. I use Ahrefs and Pinterest.
  • Market Research Call: Get on a free call with your ideal client and just ask them questions. It’s all about them. I do this once in a while with my Instagram audience.

Step 6: Content Pillars for Your Content Strategy

These are topics that discuss various aspects of your business. They should match your brand messaging. They depend on your niche.

Have 3-5 content pillars that are relevant to your audience. Also add 1-2 personal pillars as well because you are trying to build that like, know and trust factor. For example, my content pillars are Content Marketing, Pinterest Marketing, Profitable online business, and self-care. All the content I create is centered around those content pillars.

Step 7: Content Planning for Your Content Strategy

How often will you publish your content and on which platform and when? Will you schedule your content? How will you measure your results?

I use Notion to plan and track my Instagram, Pinterest, and Blog metrics. Automations are my best friend so I use Tailwind to schedule my Instagram and Pinterest content. In your content planning, don’t forget to factor in important dates like holidays, social media holidays, promos, and launches.

If you want my help to map out a Content and Pinterest strategy that is built specifically for you and connects with your ideal client, let’s make it a reality for you! I’m currently accepting private clients for 1:1 mentorship which is just like traditional mentorship, but we will chat via text and voice messages, think of it like having a mentor at your disposal any time and anywhere you need guidance.

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