How To Create A Comprehensive Content Strategy For Your Brand

If your work revolves around marketing, corporate communications, public relations or social media, one of the most challenging tasks you probably encounter is creating an effective content strategy.

While having to constantly think of new things to write about, you also have to ensure product visibility without bombarding your customer’s senses with promotional content. Whether it’s writing an interesting blog, scheduling social media updates, discussing story ideas with journalists, or figuring out what to put in emails, writer’s block decides to hinder your thought process when you need it most. Let’s not forget the horror of allocating the right amount to spend towards creating and promoting your content.

A simple revenue based model can help provide instant visual clarity, and I have found it to be a good first step. While the example is of a hotel/resort, this can be applied to any industry.


Step 1 – Identify Major Revenue Sources
While developing a “persona” of your target audience is a great way to start speaking to them, this may not be the most effective way to begin if your business has multiple verticals of revenue. In a hotel for example, the major sources of revenue are rooms, food & beverage, banquets and spa/gym/pool/sports facilities. Continue reading How To Create A Comprehensive Content Strategy For Your Brand