1. S.W.O.T the competition
First and foremost, SWOT stands for Strengths, Weaknesses, Opportunities and Threats. Before you start creating content for your brand, it’s essential to identify your competitors and analyze what they’re doing across platforms. These insights should help DEFINE and REFINE your content strategy, understand external market conditions, reveal gaps in the market, and help prioritize where your target audience tends to congregate online. The best way to accomplish this is to execute a S.W.O.T. analysis, as painful as that sounds. It’s a laborious task, but it will help you get started, pivot, or make directional changes to your content strategy.
2. AUDIENCE ANALYSIS
Now that you have a better sense as to what your competitors are doing, you should clearly define your audience target. What do they want or need? What inspires or drives their behavior daily? Are their wants and needs seasonal? Whether it’s demographic, psychographic, or some combination thereof, you need to know who your customers are, what they love, and start to identify the problem your product or service solves in their lives. Most brands have a pretty good sense as to the age, gender and race of their target audience. But if you don’t know WHAT drives your consumer target to take action, then you could be missing the hook to get them to buy your product.