Many businesses start creating content because they feel they should. They post when they have time, on whatever topic comes to mind, and wonder why little changes. The missing piece is usually a strategy: a clear plan for what to say, to whom, and why.

Start with a goal

Decide what you want content to achieve. Building awareness, generating enquiries, supporting existing customers and establishing expertise are all valid goals, but each calls for different content. Pick one or two to focus on first.

Know your audience

Write down who you are trying to reach, the problems they have and the questions they ask. The best content answers those questions directly. If you already have customers, their emails and conversations are a rich source of ideas.

Choose a few content pillars

Content pillars are the three to five themes you return to again and again. They keep your content focused and make planning much easier. A training provider, for example, might focus on:

  • Practical how-to guides
  • Career advice
  • Stories from the learning journey
  • Industry news, explained simply

Plan a realistic calendar

Decide how often you can publish consistently, then plan a few weeks ahead. It is better to post twice a week reliably than every day for a fortnight and then stop.

Review and adjust

Every month or so, look at what worked. Which posts led to conversations or enquiries? Which fell flat? Do more of what serves your goal and let go of the rest.

Content Strategy and Content Creation are part of JIGIDE Thrive's business solutions.