Find A Problem, Solve It: Content Strategy 101
|
The Easy Formula For Content Strategies That Work Fast research and creative problem-solving can transform how you serve your audiences. We don’t need to overcomplicate content strategy. Here’s a simple formula that works every time:
The best content strategies, in my opinion, focus on utility for their audiences. They solve problems. Here’s one we’ve been working on:
Over the next 3 weeks, we’re going to tackle these fundamental questions:
P.S. I spoke at the Renewd Summit this week about 5 ways to get your team immersed in your audience’s needs and media habits. Reach out if you’d like to see the slides! |
Revmade
Award-winning marketing and comms support for brands, associations & publishers
Solve Their Problems, Steal Their AttentionYour content’s job is to work, not just perform. The content you create, in its best form, is a tool your audience uses to get something done. The first step is knowing what their problems are (here’s how to do that). The second is figuring out how to solve them with the assets and resources you have: 1. Pretend you’re a startup Your audience has jobs to do—internal conversations to prep for, reports to write, initiatives to defend, goals to hit. The...
We’re in the business of solving problems. How do we know what they are? If you want to build something that earns attention, you have to understand what your audience is struggling with. It’s the surest path to marketing success: Find a pain point, and solve it. Here’s how to find those pain points: 1. Talk to people. This is a surprisingly rare tactic in a world driven by digital metrics. But it will be the most illuminating part of your research, getting a human reaction, in words humans...
How Do I Pick An Audience To Focus On? An audience focus that’s too broad means you’ll never be special to anyone. It seems obvious, right? But the wrong answer to “Who’s your target audience?” can waste a bunch of time and resources. And I hate that. When I ask marketing, comms and editorial leaders about their target audience, what I’m trying to get to is: For your most consequential growth opportunity, how are purchase decisions made, and who makes them? How do we make a case for focusing...