Tienes la tarea de crear una estrategia de contenido para un cliente. ¿Cómo puedes asegurarte de que sea innovador?

Understand your client brand, dive deep into their products / services, and set realistic, measurable goals that can be achieved by strategising a content framework. A simple yet comprehensive prism framework can help in identifying brand values, brand personality, brand positioning and purpose. After you've mapped these brand qualities, ask: How will the communication / content achieve this? What do we need to convey? To who? Define customer personas to refine your content. What reaction / action should be the outcome of our content / communication for the client brand? How do we measure such outcomes for the client brand? Should this communication be different for different kinds of customers depending on the marketing funnel stage?

Knowing your TG is great but what's even better is having / or arriving at a unique insight about them. Analyse your audience data, demographics, preferences, income groups, their pain points, how your client brand addresses the audience's pain points / requirements and how do these audiences relate to your brand product vis-a-vis competitor brand product. After all, you should have answers to the following questions: - What do the audience need to know? - What do they need to feel? - What would make them care? - If you have repeat customers (or don't), why do they keep returning (or not)? - What are the aspirations of your TG? - What do they think of your brand and what does your brand want them to think (about your brand)?

Competitor analysis is not meant for your brand to follow a similar strategy. It's quite the opposite! By analysing your competitor brand's marketing communication strategy, you can identify gaps and opportunities within the industry/category to make your brand communication stand out of the clutter. This also helps in identifying your brand USP and can help you identify what brand metric (brand lift, brand share, brand loyalty /repeat customers, etc.) that you need to focus more on.

Creating a solid content strategy involves balancing several key elements -- purpose, audience, communication, and distribution. Within this framework, I'd like to share two key ideas. First off, you don't always have to reinvent the wheel; take a look at what's already worked well for your brand in the past. Then, give those ideas a bit of a makeover, like putting old wine in a new bottle. It's a trick that often pays off big time. And here's another trick: integrate moment marketing into your strategy. Pay attention to the latest trends and news. When you see something relevant, leverage it! People love when you talk about stuff that's happening right now. Make sure your messages focus on how your brand can help with whatever's going on.