It starts with orientation. It means Knowing the needs and behaviour of the current and future audience. Knowing audience helps in targeting the right segment, not just shooting in the dark.
2. Objectives/ Cause
Objectives define the scope of the community. Each objective should lead to specific outcomes or key results. Outcomes ( qualitative and quantitative) should be measurable.qualitative and quantitative.
A good content strategy should just focus on two things. One, the right audience segment. Two, outcomes, which help in achieving the objectives.
Step 2: Online hub
1. Content Hub
Hub is the online go to place for the community. There are two types of hubs. One, owned hub such as website, blog, newsletter or an offline venue. Two, third party hub, such as discussion forum, social media websites or an offline venue.
2. Content programs
Each type of hub requires content programs. Each content program aims to achieve a specific outcome. For example a newsletter program will have an outcome of downloading the recent report on saving trees. Another program can be a blog with a specific outcome.
3. Editorial discipline
Running a content hub is similar to publishing a newspaper or a magazine. Therefore, it requires the same editorial discipline. Style guide, guidelines, content calendar and good writing are pre-requisites.
Step 3: Campaigns
Each campaign starts with targeting the audience. We refer the audience research, which tells about behaviour, background and personas.
The outcomes are of five types.
1. Spreading information.
2. Increasing the audience.
3. Building direct relationship.
5. Generating leads.
3. Creative content
Creating different types of content should be consistent with the message. Think of the message as the central theme. A community can have two newsletters, each with different audience, objective, outcomes and message.