Why do I need a content strategy?
02/12/25, 14:30
Here's why. Or maybe here's why you don't...
Content strategy, it's one of those... it starts well (content, yey! Creativity and pretty things) then 'strategy'; the word's like a vacuum sucking up all the fun nuggets and turning your sunshiney, colourful and creative day to grey, grey, grey.
At DOLLY, while we take what we do super seriously, dry or boring just aren't in our vocabulary (unless we're talking gin or making holes in wood). That said, when it comes to producing killer, dynamic, sparkling and original content, it pays to come up with (and stick to) a plan.
Certain marketing types will talk about 'strategy' till the cows come home. Well, mooo-ve over 'strategy' types because at DOLLY, we're all about the...
KA-POW!
BOOM!
ACTION PLAN!
It's a little better, right?
Action: it's dynamic, positive, bold.
Plan: it's... ok. The word isn't exactly earth-shattering but plans can be exciting.
Think: holiday plans, wedding plans (I hate weddings), what's your plan for Christmas, cousin Charlie? Are you really planning on wearing a dirndl to bingo, Aunty Jackie... you get it.
Plus, 'plan' is not only future-facing and positive (because no one really plans for bad stuff), the term implies reasoning, logic, and other exciting brain activity.
Right, semantics sorted, let's get down to why you need a banging Content Action Plan and how to do it (well).
1. Set your sights high, baby
Every successful business is striving for something. Some people call them 'goals' or 'aims' but they're a little blah. How about, ambitions, intents, wishes, purposes... whatever you want to call 'em, just start with what you WANT.
What's the point of your content? What's it pushing? After you've created awesome content consistently, what's the result?
Maybe you want more people to notice your work or maybe you want to create more of a community feel to your brand.
2. Hey, I'm Dolly, who the heck are you?
All the talk of customer engagement and audience building means diddly squat if you don't know who the hell your customer or audience is.
Picture him, her, they... what clothes do they wear? Where do they hang out (in the real world and online)? What do they want from you?
Research, talk to real-life human beings, trawl the internet and social platforms until you have a clear vision of WHO you'll be creating content for.
3. Testing, testing 1-2-3
Take stock of what you're currently doing (and doing well). Are blog posts drawing in the crowds? Is engagement on Insta your thing? What does this content look like e.g. what subjects or styles work for you.
On the flipside, what's not working?
Gather this info, screenshot stuff, and make notes. You can call this step an audit but let's face it, that sounds just as boring as strategy and is unlikely to make you actually want to do it.
4. P-p-p-pick a platform
Once you've figured out what's working for you and what's not, it's time to nail down what content you want to focus on and where you're putting it.
Blog? Video?
Website? Socials - which ones? Email?
Here's where your answers to "Who the heck are you?" (point 3) comes in. If your research shows your target audience rarely signs up to emails, there's not going to be much point spending hours crafting the perfect newsletter three times a week.
5. Get on with it
Ok, you've planned content type and where it'll have the best chance to grabbing your audience's attention.
Now, get on with it.
Pick the person (in-house team member, freelancer or ace super-friendly and experienced Content Writing service, hello!*) best placed to do the job well. Pop it in a calendar, keep it up to date, and hey, if you miss a day, don't panic. Pick up from where you left off and keep going.
*Seriously, we're here for this. It's what we do.
6. Know your numbers
You can only really know something's working if you track it. Luckily, it's easy to measure audience number and engagement on website, social media and email with a handful of nifty tools, many of which will be built into the platform you're using e.g. Facebook/Meta analytics.
Lastly, if you've come this far, put in some time creating guidelines to keep your content consistently awesome and on-brand. Everyone in your team or externally needs to be on the same page when it comes to style, look and feel, and your goals.
If you're going it alone, best of luck creating your Content Action Plan. Need anything clarifying? Just ask! We're happy to help.
If, on the other hand, you'd prefer someone experienced in all of the above to nail your Content Action Plan for you, email hellodolly@dollycontent.uk and we'll sort it. Minimal fuss, maximum results, a smiley face and (possibly) a stack of chocolate chip cookies. Maybe. If I like you.