Create a content strategy for audience building

Business benefits

Build brand trust and a feeling of belonging in your target audience.

Choose the primary hub where your community will live, which will be your website in most cases.

Choose your website as the hub if you want control over the community, want to collect emails and other information from your audience, are B2B, or already use your website as your primary digital asset.

Choose a social media platform like Instagram in select cases if your audience already talks to each other on this platform, you sell a consumer good in stores, or you are okay with not having control over the platform rules or data collection.

Select secondary channels to cross-promote and advertise hub content, based on where your community is already active.

For example, choose Instagram, YouTube, and email as your secondary channels that direct people to the hub on your website. Review your brand audience research, including which platforms they use and which content creators they follow, and use audience research platforms like SparkToro for more audience research to decide which secondary channels to choose.

Pick which types of content you will create, with your budget, resources, and audience-building goals in mind.

Email, blog posts, videos, and podcasts work well for audience building.

Assign content types to the platform you will publish on, with short, promotional content on secondary channels and long content on your hub.

For example, use Instagram and Twitter to post links to your content or promotional video trailers, while using your hub to post the actual in depth blog posts.

Create a list of topic ideas for long, in-depth content that fits your brand positioning statement.

To think of content ideas:

  • Look back at your brand positioning statement to keep the ideas focused and specific.
  • Ask your audience or poll them with a few content ideas.
  • Remember that the ideas should be off-product, but still on-brand.

Pick a publishing frequency per month for your hub content. Focus on quality over quantity.

One highly original, in depth blog post per month is better than one thin blog post per week. Your publishing frequency can change over time.

Write a tone guide for your content that outlines style guidelines, words to use that reflect your audience’s language, slang, and in-group terms, and words to avoid, such as technical jargon they would not use.

Decide how you will track engagement metrics to measure success. Plan to evaluate over a longer period than your product marketing campaigns.

For example, use shares, likes, and time on-page to measure brand affinity.

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