How Grace Andrews Builds A Content Strategy In 5 Steps

If you were to walk into a brand tomorrow, like, let's just start quite big, quite vague, like, where would you start when it comes to just creating a content strategy?

I think the first thing is, for me, content has got to serve business goals, otherwise it doesn't make sense.

Mm-hmm.

It doesn't make sense financially, it doesn't make sense for the CMO who's got to pitch it in.

It doesn't make sense.

So the team, whoever is developing the content, have to understand that it's got to feed a business goal.

Yeah.

So I always start with the goal.

What are we trying to achieve with the content? What role does content play in your company? Because it can't do everything.

Okay.

It can't fulfill all of your, um, values, your wants, your missions, your goals for the year.

But it can help contribute to something.

So I'm always gonna come in and go, "What is your goal with your content?" Because everything else, we can build a system off the back of that.

Yeah.

If the goal is to purely, uh, gain market share through entertain- through entertainment, and get word of mouth spreading, great, then we have a really clear idea of what we're gonna create.

But if you go in being like, "We need to sell product, and we need to gain market share, and we need to gain followers, and we need to, uh, be the best person for doing this, and people need to trust us," and when you start throwing all these words around, it can get really confusing, and then you just start getting in this system of like post something, post something-

Mm-hmm

... post something, and it's like, no, no, no.

We need to create the system that runs to achieve the goal.

Otherwise, how do we measure if any of this is working?

Yeah.

So I always, always, I'm gonna put it right, I'm gonna put it right at the top, uh, in the middle here, like, you've got to start with the goal.

What are we trying to achieve here?

Just one?

I think if you said day one we're getting started, we're, we're coming in, we're figuring out what content looks like in your business, I think one.