How to Create Great Content Consistently
Your guide to staying on top of your content creation every day
By: Rebecca Steurer
I’m here to tell you, YOU CAN DO IT! As long as you have a clear strategy, an easy-to-follow implementation plan and the discipline to reflect and assess your content, you will achieve success.
Ready? Let’s get started!
Step One: Define Your Content Strategy
While I am a proponent of documenting your overall content strategy for your entire content ecosystem, you don’t need a 100-page document that outlines every little detail about your message, voice, tone, presentation style and so on. Instead, start simply by asking yourself key questions:
Understand Your Business
- What do I ioffer?
- What problems does what I offer solve?
- What do I want people to know about what I offer?
Understand Your Audience
- Who needs what I offer?
- How do they talk about their needs?
- When do they need what I offer?
- How do they think about what I offer?
- Which social media channels do they tend to use?
Once you’ve answered the questions about your business goals and audience needs, go back and read through your answers carefully. Use your answers to identify the following:
Define Your Key Message, Voice & Tone
- What are the main points I need to share?
- How do I want to talk about my main points?
Note: your brand voice is your personality. I recommend you complete a thorough exercise to define your brand voice at some point.
- What’s the mood of my audience?
Note: you base your tone on the mood of your audience.
Define Your Message Types
You may have several messages, such as announcements, promotions, thought leadership, etc. List all types of messages and see if they can be grouped into concise categories.
Define When You Will Post
For each message type, determine how often you’ll post and when.
Step Two: Create an Editorial Calendar
Download my sample editorial calendar
Note: Not one calendar will fit all needs. Adjust accordingly.
Step Three: Schedule Your Writing Workflow
Let’s say it’s Monday. It’s a great day to reflect on the past week and develop your editorial calendar for the next week. You decide to write one blog post and 20 social media messages. You now need to block out time this week to make time to write and gather your supporting media. Here is a sample schedule:
Assess the success of the following week’s posts and develop an editorial calendar for the following week
Tuesday: 8 to 10 am
Blog Development: Define what I want to say
Wednesday: 8 to 10 am
Blog Development: Write the first draft
Wednesday: 4 to 5:30 pm
Social Media Development: Write half of the social media messages and find imagery
Thursday: 8 to 10 am
Blog Development: Edit and revise the first draft
Thursday: 4 to 5:30 pm
Social Media Development: Write the second half of the social media messages and find imagery
Friday: 9 to 11 am
Friday: 3 to 5 pm
Schedule posts in your social media management tool
You’ve spent 15 hours this week developing your content.
Step Four: Reflect & Assess
- Look at your Instagram page to see how the images flow together
- If you have you Instagram for Business, look at the analytics they provide; you can also look at your social media management tool
- Do the same thing with Facebook and Twitter
- Write a summary of your assessment and keep to review each month
- Adjust your message strategy based on your assessment
Take Advantage of Content Strategy Coaching to Elevate Your Brand
If you need help getting your content strategy and content development plan going, I’m here to help with content strategy coaching services. Visit succeedwithcontentstrategy.com to learn more or email me directly at [email protected].
Become a Content Strategist
Need more convincing to start a career in content strategy? Check out my Become a Content Strategist webinar where I share information and insights into what it’s like to be a content strategists. Or, feel free to email me directly at [email protected].