Creating content may seem simple. You publish something and wait for people to engage or follow your brand.
But think about this: every post is part of a larger narrative about your organisation. If your posts are scattered or inconsistent, what story are you telling your audience?
Every individual update should act like a chapter in your overall brand story. A strong content strategy ensures your posts work together to communicate your values and engage your audience effectively.
Why a Content Strategy Matters
A good content strategy:
- Supports Brand Values – Each post communicates what your organisation stands for.
- Provides Value – Focused updates reduce noise and ensure your audience finds your content meaningful.
- Stays Unique – Strategic content helps you stand out from competitors.
Without a strategy, content can become generic or all over the place. That not only confuses your audience but also negatively impacts search engine visibility. Your content might get buried under competitors’ more structured posts.
Content Strategy in Action
You don’t need to be a professional strategist. Your content strategy doesn’t need to be formal or complex. It’s about:
- Defining your goals
- Organising content creation
- Deciding how to measure success
A strategy can fit any budget. Big goals can scale down into small, achievable actions. For example, a concept can be communicated in a high-production video or a simple, engaging clip.
Case Study: Buffer
Buffer began as a Twitter scheduling tool. Their blog posts focused on tips for better tweets. Later, Buffer expanded into a multi-platform social media manager. Their goal shifted to raising brand awareness.
To align with this new goal, Buffer developed an aspirational content strategy:
- Educational Blog Posts – Covering social media science, font choices, image optimization, and engagement tactics.
- High-Value Guides – Providing actionable advice for multi-platform social campaigns.
- Audience Inspiration – Sharing insights that encouraged readers to explore the broader Buffer ecosystem.
This strategy increased shares, amplified brand awareness, and helped Buffer’s name become widely recognized as a multi-platform social media solution.
Steps to Build Your Own Content Strategy
1. Research Your Audience
Explore interests, challenges, and behaviors of your target clients. Compare current content against competitors to identify gaps and opportunities.
2. Set Goals
Decide what success looks like. Community growth? Engagement? Lead generation? Map out metrics to track performance.
3. Create a Content Inventory
Make a spreadsheet of existing content, from blog posts to social media updates. Include type, tone, subject, and alignment with business objectives.
4. Identify Content Gaps
Review the inventory to find strengths and weaknesses. Which posts perform well? Which ones fail to reach goals? Look for trends and opportunities.
5. Develop Your Content
Choose themes, set a consistent tone of voice, select formats, and publish. Pay attention to audience needs and seasonal opportunities.
6. Test and Measure
Track performance using your metrics. Adjust your content based on what resonates and delivers measurable results.
Do This Now
Even if you already have content, take the time to:
- Audit existing posts
- Define your brand values
- Map content to themes
- Set goals and metrics
- Plan future posts and campaigns
A strong content strategy ensures every post works together to tell a coherent story, reinforces your values, and drives measurable results. Lordkay media uses this exact approach to help businesses across the United States grow their online presence and engagement efficiently.
