Create The Perfect Content Strategy

Everyone knows that content is king but that doesn't mean that all content is created equal. Often times content creators look at the accounts that they follow in awe. They dream to have 10,000 Facebook shares, thousands of YouTube subscribers, or to dominate the search results. But what most marketers forget is that most of the money is made in the journey. I mean, think about it, when those massive accounts started out, they had 0 subscribers and 0 followers just like you when you started. That means that they had to put out content day after day to get to where they are. It also means that they had to stay afloat and earn an income as they were growing. 

When you are creating content you should never create content just to be popular. You should create content to create a relationship with your audience and build a brand that will resonate with your audience. That means that your videos or articles shouldn't be random. They should tell a story and solve your target audiences problem. If all videos are connected you are not only giving your audience a single video that solves their problem but a pathway to solve their current problem and the next problem that pops up. Securing your position as the thought leader in the space. 

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The Perfect Content Strategy

The Three Steps To a Killer Content Strategy 

In this article we are going to break down our three steps to creating a killer content strategy that will save you buckets of time and energy while driving traffic to your desired outcome and solving your audience's problems at the same time. 

Step #1: Figure Out Your Audience's Problems

Everyone has problems. Everyone struggles with something and most brands are built around solving those problems. For example, if you are a marketing agency, the service you provide solves the problem of creating awareness for brands. If you are a chiropractor, your business focuses on solving the problems of back pain. The easiest way to connect with a target audience is to show them that you can solve their problems. 

What we like to do is to create 3-5 buckets that all of our customers problems can fit under. By creating categories you are organizing your content so that your audience will never get bored or annoyed by you posting the same content day-in and day-out.  

Let us explain what we mean. Let's use the chiropractor example from above and create a list of all of the reasons someone might visit a chiropractor. 
1. They tweaked their neck while sleeping
2. They got in a car crash and now have back pain
3. They were playing basketball and injured their shoulder
4. A childhood injury is acting up and causing pain in their back. 
5. They have chronic pain like arthritis and use it to relieve pressure. 
6. They are trying to lose weight and want to increase mobility 

Okay, that is a long enough list for now but during your exercise, we suggest trying to list 50-100 problems that your customers have. It is okay to be hyper specific. 

From here, you will start sorting the lists into different groups and categories or as we like to call them, customer interests. From our list, we can create three categories: Injury relief, chronic pain relief, active control. 

This is where you take a step back and you look at all three categories side by side. Take a look at our example. 
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Chronic Pain
1. Arthritis relief
2. Childhood injury is acting up
Injury Relief
1. Tweaked their neck while sleeping
2. Got into a car crash
3. hurt themselves while playing sports

Active Control
1. Want to increase mobility
You'll notice from our examples above that Injury relief has the highest number of problems that customers face. that means that the bulk of the content is going to be related to injury relief. If you want to go the extra step, we suggest keep a tallying total of how many actual customers/patients come in for a certain problem because arthritis relief might only be 1 problem but it could consist of 80% of the customer's/patient's problems. 

Step #2: Create a Content Chains 

Now that you have all of the problems that your customers make, it is time to create a content chain. A content chain is a series of content that builds off the previous piece of content that leads a customer to a desired outcome. For example, you might see a YouTube playlist titled "How to rank on Google" Now ranking on Google can't be covered in one 10 minute video on YouTube. The serious might three hours long. But the whole playlist is designed to take the viewer from novice to advanced as they engage with the content. 

Content chains do a number of things such as: build a deeper relationship with your audience, increase engagement on platforms, increase the chances of a follow, like, subscribe, or share, and give you a clear path for content creation. But what most content creators forget is that these content chains can start on one platform and move to another. 

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For example, in Zampi, we put out a ton of content on YouTube, Facebook, Linkedin, Instagram, TikTok and our website. All of the content is designed to be bite sized pieces of information, that give a general overview. We then provide a call to action to come over to our website to read a full article (like this one) or sign up for a free account to gain access to hundreds of training videos and free tools to help grow a brand. 

When our users click off of Facebook and sign up for an account, we know that our content is creating a meaningful connection. This is a great sign that we are accomplishing our company mission: help brands & agencies grow

To create a content chain, the process is pretty simple and straight forward. 
1. Pick a problem from your customer interest categories you created in step 1. 

2. Put yourself in your customer's shoes. What are they feeling? What have they tried in the past?

3. Create your first piece of content that lets your audience know that you understand their problem. 

4. Create a similar piece of content on another platform. For example, If I was talking about back pain, then I might make a short 60 second video designed for social media stories. At the end of the 1st video I would ask my audience to stay tuned for a video that will explain how to get rid of these problems. So this piece of content could be a 3-4 minute video explaining how to solve or at-least mitigate the problem. 

5. Create a blog post that puts the content from step 3 & 4 together. — You can now add your video from step 4 into your blog post to help boost SEO and time spent on your site. 

6. Create a call to action video that will help your audience take the first step to solving their problem and working with you. 

7. Now for larger problems, I would create a series of videos for steps 3 & 4. Then I would take all of the videos I created for step 4 and create a YouTube playlist that acts as a step-by-step guide to solve their problem, with little call to actions scattered throughout. 

Now that is a simple content chain that sets your brand up for continuous engagement. 

Step #3: Save Your Hard Work For Later

Now that you have published your content on multiple platforms and have given your audience a path to engage with your brand, it is time to stay organized. For this you can use your own computer or a service like Google Drive. What you are going to want to do is create a folder that says "Content" Then inside of that folder I would create a spreadsheet that says "posting history". I would also create more folders for each customer interest that you created in step #1. 

From here, you are going to want to create another set of folders inside of each customer interest folder for each content chain that
you have created.

Then you are going to want to create a new row inside of the spreadsheet titled "posting history". This row will link to the content chain folder with all of your content in it. Then you will add the dates when you last posted about that content chain.

What this will do is give you the opportunity to repost old content chains but keep them spaced out enough so that your audience doesn't think that you are just posting the same things over and over again. 

After a little while, you will have a good amount of content chains and you won't need to create content every day because you have accumulated mass amounts of content that is all organized based on what your customers care about. 

Step #4 Bonus

Sign up for Zampi and use our social media manager tool to help you schedule post and keep your content organized.