Content & Social Media
01 / Content Strategy
Key question
What are you talking about, and who is it for?
Content is everything you publish: images, text, videos, stories. Without a strategy, the result is haphazard, costing a lot of time and achieving very little. With a strategy, you know the purpose of every post before you share it.
Learning objective: You will be able to define your goal, audience and tone of voice, create content pillars, and derive a four-week editorial plan from them.
First the why, then the what.
1.1 / Objective, Audience, Approach
Three questions before your first post.
Before choosing formats or platforms, clarify three things. They form the foundation for every subsequent decision and make feedback simpler: Does this post align with the goal, audience, and stance?
01
Destination
What needs to happen? Gain visibility, build trust, sell courses.
02
Audience
Who are you trying to reach, and what is on these people's minds right now?
03
Attitude
What do you stand for? That is what sets you apart, even on a small budget.
A goal must be measurable. 'Greater reach' is too vague, whereas 'ten course sign-ups a month via Instagram' can be tracked.
A goal that cannot be measured is a wish.
1.2 / Content Pillars
A few recurring themes.
Content pillars are three to five key themes from which all of your posts originate. They make you recognisable and take away the daily struggle of deciding what to write about.
A proven mix: insight, knowledge, work and offer. At most, every fifth post sells directly. The rest build the trust that makes the sale possible in the first place.
Repetition creates recognition.
1.3 / Select platform
Be where your audience is.
You don't need to be everywhere. Doing one platform well is better than doing four half-heartedly. Choose according to audience and format: Instagram for images and short videos, LinkedIn for expertise and business contacts, TikTok and YouTube for video.
On top of that, you have a channel of your own: a website or newsletter. Platforms change their rules, but your contact list is here to stay.
Better one channel done well than four half-heartedly.
Exercise
A one-page content strategy
Task: Develop a one-page A4 strategy for Atelier Lumen or a project of your own.
STEP 1
Formulate a measurable goal for the next three months.
STEP 2
Describe your audience in three sentences: Who are they, what is on their mind, and where can they be found online?
STEP 3
Define three to four content pillars with proportions.
STEP 4
Create a four-week editorial calendar in the tool and copy it into a spreadsheet.
Evaluation: Could a stranger use your page to plan a relevant post?