There’s a great scene in John Cusack’s Better Off Dead where he gets skiing advice from Curtis Armstrong: “Go that way really fast. If something gets in your way, turn.”
I can think of no better advice to give someone who wants to do content marketing, but hates content strategy: “Create content for your customers. If something unexpected comes up, deal with it.”
For one thing, too many people put a lot of stock into developing complex content strategy. They draw up battle plans and strategies that would make military planners weep with envy. They overanalyze, overplan, and create year-long calendars of what they want to say on a particular day at a particular hour when Venus is in Gemini.
It’s quite a sight to see a spreadsheet with 500 or more tweets scheduled over a 12 month period.
It’s heartbreaking to see someone’s look of emotional devastation when the entire calendar has to be deleted because of a fairly minor change to the business, their industry, or industry regulations.
(You could hear the screams two counties over.)
Over at Contently.com, Joe Lauzakas wrote about the importance of content strategy in Ask a Content Strategist: My Boss Wants Me to Write Blog Posts Without a Strategy. What Do I Do?
He cites all kinds of important statistics like, “According to a 2017 Contently survey, 98 percent of marketers believe that “having and following a content marketing strategy is important for content marketing success.” and “Per CMI’s 2018 B2B Content Marketing Trends survey, 62 percent of content marketers who rated themselves as very successful or extremely successful have a documented content strategy.”
And he’s not wrong. But those strategies don’t need battlefield maps and years-long spreadsheets. You should be able to articulate your strategy in less than 30 seconds or on a single piece of paper.
Here’s a quick and dirty content strategy that should see you through an entire year, never need revising, and cover nearly every contingency.
1. Pick 2–3 main benefits of your product.
Or 2–3 services you provide, or 2–3 verticals you serve. These are the three things you’re going to write about the most. In fiction writing terms, this is your A story, B story, and C story. That is, you’re going to write about your main point (A story) the most, second main point (B story) second most, and so on.
Think of a sitcom: the A story takes around 13 – 14 minutes of a 22-minute episode, the B story is going to get 4 – 6 minutes, and the C story is going to get the remainder.
Your content should get this same kind of attention. The thing you’re known for the most should get two-thirds of your attention, and so on.
And if you focus on the services or verticals, you should still write about the 2 – 3 main benefits you offer each service/vertical. For example, if your main clients are lawyers, mystery shoppers, and dachshund wranglers (a dachshund literally just walked by as I wrote this), then you need to talk about the 2 – 3 benefits that lawyers, mystery shoppers, and dachshund wranglers will get from your products. Now you’ve got anywhere from 6 – 9 running topics for blog articles.
Nearly everything you write about should stick to one of these three benefits. You can occasionally deviate from it, writing about company history, special awards, or notable events. But otherwise, everything needs to focus on your 2 – 3 regular topics.
2. Pick 3 or 4 THEMES for your content strategy.
These are the kinds of articles you’re going to write; they’re going to fit into one of these themes, but still focus on one of the categories mentioned above.
Let’s say you own an IT consulting firm, providing computer networking and troubleshooting to small businesses. You could pick a theme-based calendar as follows:
Or if you’re a dachshund wrangler, your content calendar would look like this:
- Week 1: Write a training article.
- Week 2: Write a story about your own experiences and adventures (a personal case study).
- Week 3: Write about dachshund health and diet.
- Week 4: Write about the dachshund wrangling industry.
Next, come up with a Twitter schedule to tweet about these four themes on a rotating basis. Or you’re going to skip the case studies, and tweet curated articles about topics 1, 3, and 4 once per day (Don’t forget to tweet and post updates about your own blogs too.)
Just keep it loose and flexible. If you have some breaking industry news that has to publish in week 2, swap it out with the case study that month. And if you ever have a major emergency or important announcement (like a product launch), that supersedes everything. You don’t have to make up the missed days, just pick it up the next time it comes around.
Or publish two articles that week. There are no rules to this!
Don’t forget to connect to people who have IT or dachshund wrangling questions (item #4). Communicate with them like real people, and answer their questions. Don’t pepper them with an all-news format. That’s boring and people hate it.
3. Commit to using all content
Lauzakas’ article also said, “According to SiriusDecisions, 65 percent of all content that brands produce goes unused. There are a few big reasons for why: content is hard to find, unknown to users, irrelevant, and low quality.”
First, I’m not going to say “produce high quality content” because that’s stupid advice. I shouldn’t have to tell you that. It’s like telling you to “drive safely” because I think you’re going to go careening all over the road. (You’re not, so the advice is pointless. You’re not going to intentionally produce shitty content, so telling you to write good stuff is pointless.)
But I will say that it’s absolutely necessary that you commit to using any piece of content you produce. If you write an article, publish it. If you write a tweet, post it. If you produce a video, put it on YouTube. And then promote it.
If you don’t use it because it wasn’t good enough, then that’s on you. That’s not a lack of a strategy, that’s because you’re not willing or able to, well, produce high-quality content.
4. Create a basic human-centered social media promotion strategy
This isn’t that hard either. As Jason Falls is fond of saying, “Share good shit.”
These days, social media seems to be more about blasting out one-way marketing messages that don’t engage anyone. But you need to rethink that, since it’s clearly not working.
Think about your TV viewing habits. Do you fast forward through all TV commercials? Of course! We all do! We hate ads. And that’s how people feel about your marketing blasts.
Stop treating Twitter and other social channels like an advertising medium. Stop posting “hey, read this!” messages over and over. There are Twitter bots that do nothing but post article after article after article, sending over three dozen tweets in a single day that aren’t engaging or interesting. (And if it’s real people doing this, they should be ashamed of themselves.)
Instead, communicate with people. Talk with them. Have conversations. Ask and answer questions. Share their posts. Treat people like people, not like advertising viewers. Then, when you do occasionally have something of your own to promote, they’re more likely to read it and share it themselves.
Guidelines, Not Strategies
To be honest, this is the kind of content marketing strategy I use for all my clients. We focus on a few recurring topics and themes, we use all blog posts that we write, and we promote everything. We even have a basic calendar that says “we’ll write X number of articles about this topic, and Y number about that topic.”
Other than that, there’s no need to create a complex content strategy. Remember, if you can’t articulate your strategy in less than 30 seconds, or on a single page, it’s too complicated.