Content Strategy

Digital Content Creation Course for Brands

 
 

 

After discovering your brand's intention, this will inform what type of content to create and the proper channels to communicate your intention, products and services.


Content Process

from intention to creation

 

STEP 1. Ideation

Start with your intention and product/service in mind to get ideas on what content to create. Inspiration can come from many ways. You can source inspiration from your own personal experiences, conversations, meditation, reading books and other media. Mind mapping is a free-form way of brainstorming ideas. It's more dynamic than listing and aligns with how our brain maps out ideas, thoughts, problem-solving, etc. 

You can choose what content to create depending on your business and goals. Take your time with this exercise. Spend a few minutes, hours or days on this. Let your ideas simmer and reflect on it. Take breaks to refer back to it later from your first exercise, so you can have a fresh perspective and new ideas. I've also created a general guideline below on what content to create based on a product or service.

Tip: Think about the conversations you have with current friends and clients. What is currently inspiring you or what are you learning? Is there a theme? Write in a journal or phone notes when it ideas come.

 

 

Step 2. Content Planning

Once you have some ideas on what content to create, you can create a plan that will align with your offerings. It's important to note that the content you create should resonate with your ideal client, customer and community. Creating content for the sake of sharing content won't be as valuable if it doesn't connect. This next worksheet is to define your ideal customer, client and community.

Your customer, client and community will be the determining factor on what types of content to create and the appropriate content channels to deliver your content.

Think about who is consuming your content and how you are going to create a digital experience for them.

  • Where is your ideal customer consuming content? Example: Website, Social Media, Blog, Newsletter etc.

  • How frequent will you be sharing content? How much time does it take for you to create content?

  • Keep in mind that you are creating a conversation with your customer. Create content that engages with your community.

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Content Categories

Let’s start this section by thinking of this as your content themes. Content can be educational, inspirational, entertaining, promotional, and personal. Each brand will have their own unique set of content categories and it's not necessary to create content for every type of category. What is important is having a variety of content categories rather than focusing on one category. For example, constantly sharing promotional content (sales, products, service offerings) will feel like a one way exchange with your consumer. Creating engaging content for a consumer that educates, inspires, entertains or personally connects, leads to higher engagement. When value and trust is built, there's also a higher likelihood of action from a consumer. 


Content Channels

Where is your content going to live? It is not necessary to create content for every platform available. As a small business owner, your time is very valuable and maybe limited. Since the process of content creation can take a lot of time until you have a system in place, start with 1-2 channels to communicate your brand intention, products or services. At the minimum, you need content on your website and on on social media platform like Instagram.

 
CONTENTWEBSITE

Nature and Intent Landing Page

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Shop Sincerely Jules Lifestyle Shoot

WEBSITES

A website is your digital store front, your portfolio and how your potential customer will consume your content to make a decision in purchasing your product or service. At the minimum, the most time and monetary investment should be spent on your website. Keep in mind that you are creating a digital experience for your customer or prospective client.

Content for Website:

  • Visuals for your landing page and about page.
  • Visuals and written description of your offerings and past work
  • Studio or Lifestyles Shoots
  • Graphics, Videos, etc.

Tip: For fashion brands and e-commerce businesses, your landing page should showcase your most recent collection. Showcase current and past collections. Your shop page will consist of product and styled editorial shots on your site. For brands with both wholesale and direct to consumer models, your visual representation of your collections online should entice both retail buyers and online customers. 

For Holistic service-based businesses, you can include a description of your offerings and visuals that communicate your brand. If you offering health coaching, you would have visuals that visually communicates a 'healthy lifestyle'. Think of whole foods, nature, exercise, meditation, etc. 

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Marida Jewelry Summer 2017 Marketing Banner

 

 

BLOG

Your website will contain fixed visual and written assets that live on your landing page, about me, service list, and contact page. A blog or journal is updated frequently and can drive organic traffic to your website through the power of search engine optimization, or SEO. Sharing content that will inform your prospective customer or future customers of your intention, products and services is important. Also ideal to have a variety of content categories. 

Content for Blog:

  • Written content
  • Visuals that align with the written content
  • Videos to share within your post
  • Graphics and Illustrations

Example Strategy:

  • Create blog content that educates and inspires your current and prospective clients. In the Nature and Intent Journal, we profile conscious brands and insights to add value to the digital space. It supports our intention and communicates our conscious approach to current and prospective clients.
CONTENTBLOG

Nature and Intent Journal

 

 

Email Newsletter

For online businesses, an email list is essential to grow your community and drive sales. Depending on how much content you create for your blog and other platforms should align with your newsletter. You can create new content for your email newsletter or use the newsletter as a way to update your community on what you've shared on other platforms (blog, social media, etc). 

Content for Emails:

  • Written content
  • Visuals that align with the written content
  • Videos to share within your post
  • Graphics and Illustrations

Example Strategy:

  • Share bi-weekly emails that recaps featured content on website and social media. Your list will introduce new products and offerings.
  • Shopify and Mailchimp offers re-targeting emails. These are valuable for online businesses to capture customers who may have 'added to cart' but left your site without continuing their purchase.
 
 
NatureandIntent_Newsletter
 

 
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SOCIAL MEDIA

 Social media is a powerful tool to create a direct conversation and feedback from your community. You can share your different brand tones in different platforms. Your social media platforms should be updated regularly with engaging content.

  • Images
  • Captions
  • Videos
  • Graphics

Instagram is the leading social platform with the highest engagement. Over 70% of businesses use Instagram, so having a presence on this platform is almost essential. Instagram is a very visual experience. Creating original visual content will set yourself apart. In the "Basics of iPhone Photography", there is a step-by-step workflow on how to capture and edit photos to share on Instagram.

Example Instagram Strategy: Create establishing visuals that introduce the launch of a brand or new offerings for the first 6-9 photos shared. Share visuals weekly that mirror the content on the website. Continue to share content from each content category weekly. 

 

The above platforms will be a good place to start, but there are several more ways to share content in the digital space.

Other content types you can create: Advertorials, Audio book, Case Study, Courses, Infographic, Interview, Ebook, FAQ, Gif, Guide's, How-to's, Magazines, Mobile App, Podcast, Presentations, Q&A's, Quotes, Reports, Research, Surveys, Testimonial, Webinars, Worksheets, Video, Vlogs, and more.


Tip: Repurpose your Content. 

You don't need to reinvent the wheel and create new content for every platform. When you have a strategy for your content, you can repurpose the different visuals and written assets you create.

For example, the photos on your website can be shared on social media. If you have a well written blog post, you can take excerpts from the post and share slices on social media and your newsletter. Your website is the whole pie and your different platforms will have slices of this pie. If you have hires images for your website, you can share these as well on social media and your newsletters. You can also turn written content into visual content with creating graphics. You can turn video content into audio content (like podcasts) and written as blog posts. 


Content Calendar

Creating content with a strategy is more ideal than sharing content for the sake of sharing content. Having a plan will also feel less daunting. As a professional who created content for brands, creating content and publishing content on the same day has proven to always be stressful and inefficient. You will need to schedule time and create a system that allows for planning, creating, editing, then publishing your content. You can always share in the moment if that is more authentically aligned with your workflow. Most importantly, your content should be shared in alignment with any product launch, event, sales promotion, collaboration, announcements, etc. 

 
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Case Study: Workspace Oasis

Created and produced monthly coworking and wellness popups in Los Angeles. Shared content on different platforms one-month out (website, email newsletter, Facebook and Instagram). Then continued to share content weekly and daily leading up to the day of the event. Content on social media leading up to the day of the event shared the activations and offerings of the event. A similar strategy can be applied to product and service based promotions. Share content in alignment to a release of a new collection, new offering, holiday sales, or re-establish your brand story and values.

 

Start by planning out in advance, so that you are communicating with your community and sharing content efficiently.

Other useful task managers to help with content planning: Asana, Trello, To Do Ist


Quality vs Quantity

The most important takeaway is to create quality over quantity content. Less is more. Creating value for your brand with your content can take time especially if you're new to writing, photography or content creation. The valuable content you create will be worth the effort if it connects deeply with your aligned community.


Creating a strategy is both a creative and intuitive process. Every brand owner and business will have a unique strategy.

If you need one-on-one support with this process, please book a session here.


 
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Step 3: Content Creation

In the next section, we provide the action steps for content creation and production.


Using your notes from the Content Strategy worksheet, and Content Process exercise, define:

1) What content you will create to communicate your brand intention, products and services.

2) Which content categories and types align with your ideal customer.

3) Where is your content going to live. What content channels will you use to deliver your content.

 



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