Yes, You Can Totally DIY Your Own Content Strategy

06 Aug 2018

Published in: Miscellaneous

If you own or manage a small business, you'll be aware of the importance of content marketing. Producing regular content (such as blog posts, videos, infographics, podcasts, etc.) helps keep brand awareness high, paints you as an expert, and generally helps you be found by people who are looking for what you sell.

But how do you decide what topics to discuss in your content? How do you choose topics that play into your more "big picture" marketing goals? The answer is to create a robust content strategy.


Creating a content strategy sounds complicated, but with a bit of time and brainpower, you can totally craft a DIY content strategy in-house.

But what exactly is a content strategy?
It's a plan that puts your goals for content marketing in black and white, and details how you're going to use content to achieve those goals. Doing content marketing without some level of strategic planning is like throwing words at the internet and seeing what sticks.

A content strategy isn't just a list of topics you're going to discuss and when, but it will most definitely help you put that list together.

Ready to get DIY-ing?
Start by getting under the skin of your brand. Revisit your values, what your company stands for, and what sort of customers you'd like to attract. Where does your average customer hang out online and where do they look for content like yours? Do you get a better response from sharing your content on social media or through email marketing? What topics do your audience like to read about? What's their average level of understanding? Do you cater to a specific niche, or are you more of a generalist?

Don't forget the practicalities too - how frequently are you able to create quality content given your current time and manpower? What types of media are you most able to create – blogs, video, podcasts, etc? Do you have any goals in mind for achieving an effective content creation process?

Don't forget to check out what your competitors are up to - what are their audiences responding to, and could it work for you too? What's their reach like?

These are just a few suggestions to get you started, and the more introspection you do, the better. Check out our full length post The Complete Guide to DIY-ing Your Content Strategy for 41 questions to help you get your strategy. And what's more, there's a freebie PDF download so you can take the questions away and peruse them at your leisure.

If this all sounds like too much of a faff and you want someone to help you, Obsidian's content marketing retainers include content writing and consultancy to keep you on the right track. After something a bit more bespoke? We're more than happy to put something together that meets your exact needs - drop us a line today!

This blog post was written by Jenii Lowe of Obsidian Content Creation.

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