Chapter 5: Let’s get strategical
Don’t over-index on strategizing so much that you forget to execute. You’ll learn so much more from doing – this is the meat that will inform and shape your strategy!
Developing a strategy might seem big/sexy/scary or some combination of all three, but you don’t have to overcomplicate it.
At the end of the day, your strategy just needs to answer these questions:
What are you trying to accomplish?
Refer back to the goals we talked about earlier in this guide!
Who do you want to speak to?
Do you want your content to speak directly to the decision-makers? Or are you more interested in end users?
If your product deals with multiple personas, which one do you want to target? (Starting with one is easiest!)
How frequently will you post?
This is entirely up to you. I've always leaned toward daily posting because you can get the most feedback and learnings from this approach. However, not everyone has the bandwidth or the content to support this.
If you're truly starting from 0, figure out the most sustainable, manageable cadence you can handle.
What resources do you have at your disposal?
Do you have a backlog of content ideas?
Do you have a budget?
Do you have a community program?
Are your teammates posting regularly? If not, do they want to?
Is your CEO (or any other leader) already posting regularly?
What do you want/need to talk about to align with company goals? – a.k.a. What are your content pillars?
If you’re a small 1-2 marketer operation, aligning this with already established content & communications pillars probably makes the most sense.
What are your content buckets? – a.k.a. How will you frame your content? (more on this below!)