Eight Tips for Developing a Cohesive Content Strategy

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This month, we discuss content strategy tips, catch up with Muskegon City Commissioner candidate Jeanette Burt-Moore, and explore the latest marketing trends. If you are interested in our team's latest obsession, don't skip over our final section, Leverage Lab Secrets Revealed: Our Team's Latest Obsession.

Eight Tips for Developing a Cohesive Content Strategy??

From reels to TikTok trends to unending Reddit threads, your customers are bombarded with content Every. Single. Day. With so much competition and ever-shortening attention spans, it is becoming harder for brands to communicate their messages to their target audience. To get you started on a more effective content strategy, the Leverage Team has put together this guide which covers tips for developing a content strategy for your business.?

One of the best ways to build customer trust and stay top-of-mind is through a consistently executed content marketing strategy. Your content, i.e., social media posts, newsletters, website content, and more, is your first line of communication with potential customers. It encourages users to engage with your brand and get curious about your offer.?

“70% of marketers actively invest in content marketing” HubSpot Marketing

Why are Content Strategies Important?

Your content strategy dictates how you will attract and engage customers at each stage of their buyer journey. For this reason alone, it is crucial that you thoughtfully plan out how you want to communicate with various types of buyers. How you word an email for a current customer vastly differs from how you would market your products or services to a consumer who has never made a purchase.?

Beyond buyer journeys, content strategies also help with Google rankings, giving your brand a consistent voice. You want to be able to tell your brand’s story in a way that is both concise and meaningful. Your story gives potential customers a reason why they should pay attention to your brand and care about what your company can provide. Crafting an exceptional customer experience through useful, engaging content will help retain customers, build brand loyalty, and generate new leads.?

“Content Marketing is a commitment, not a campaign.” – Jon Buscall

Eight Tips for Developing a Cohesive Content Strategy?

You can’t always plan “go viral” when developing content. Instead, the most successful creators are the ones that utilize a content strategy and publish content consistently. However, content creation for multiple channels can feel daunting and exhausting if we are honest. To help your team develop an effective content strategy, our Digital Content Manager, Kate, has created a list of eight tips for developing a content strategy and avoiding content burnout.?

1. Set your content goals. What is the ultimate goal of your content? Are you looking to increase brand awareness? Would you like to re-engage former customers? Generate new leads? Determining your top goal will set the tone and direction for your content.?
2. Research your audience and develop an understanding of who you want to target. What are their pain points? How can you address their needs? What does your buyer journey look like, and how do you want to engage with your audience at each step?
3. Make Annual Planning a priority. Set aside time with your team to look ahead over the next six months or the entire calendar year. For every upcoming event, map out your marketing needs, from social media posts to email campaigns and press releases.?
4. Develop content pillars. Content pillars provide a framework for your weekly social media posts each month and help to ensure that your platforms receive a mixture of different types of content each week. They also take care of some of the mental legwork of creating content. Potential content pillars include Customer Reviews, Educational Posts, Reels or Video Content, Meet the Team, Customer Stories, Community Resources, New Products, Sales or Specials, etc.???
5. Create Monthly Social Media Calendars. Creating a social media calendar ahead of time cuts down on last-minute posting so your team won’t scramble for posts each week. Planning content also helps your brand and its story stay consistent.?
6. Don’t be afraid to recycle or refresh past social media posts and blogs. It’s okay to post the same content from time to time! Algorithms are set so that only 1-2% of your followers will see your organic (unpaid) posts. Likely, the majority of your audience hasn’t seen this content yet. On the other hand, if a customer has already viewed this content, reposting still serves as a good brand reminder to keep your company top-of-mind.?
7. Utilize project management software. Project management software is truly a game changer! At Leverage, we use Asana to help track the entire team’s progress on many different projects. It helps keep projects moving, stores all important details, and ensures everyone is working toward the same goal.?
8. Use analytics to measure your success. Like any part of marketing, content strategies are about testing to see what works and what doesn’t. Use Google Analytics GA4 and social media insight dashboards to determine what types of content resonate with your audience and provide the best brand experience.

Discover More Marketing Tips on Our Blog

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Leader Spotlight: Jeanette Burt-Moore

We recently spoke with Jeanette Burt-Moore, one of the current candidates for Muskegon City Commissioner. As a proud lifelong resident of Muskegon, Jeanette has dedicated her life to serving the community to foster unity, embrace diversity, and promote economic growth in her hometown.?

Please tell us a little bit about your career.?

My career started in manufacturing before transitioning into my current bus driver role. I absolutely love my job! It allows me to connect with Muskegon residents from all walks of life and learn more about their daily needs, goals, and challenges.?

How have you been involved in the community? Have you served on any committees/boards etc.?

I am the Vice President of the Jackson Hill Neighborhood Association and a member of the Downtown Development Authority (DDA) in Brownfield as part of the Beautification program. I also volunteer at local schools to help improve literacy skills by reading with the kids!??

Why did you decide to run?

This is my second time running! My goal is to unite our community, foster respectful conversations, and develop programs that help individuals and families within Muskegon thrive. I have benefited from city housing initiatives - they helped me build my current home! I want others in Muskegon to have the ability to achieve similar housing or job-related goals. Our entire community wins when no one is struggling for daily basic essentials.??

What do you want to change/improve about Muskegon? What are your top three priorities?

One of my biggest priorities is to close the communication gap between constituents and those in power. I want to create a stronger, more inclusive community with improved dialogue. My agenda also includes the following:

• Attracting new businesses.
• Creating job opportunities for every educational level.
• Revitalizing our local economy to create a more equitable and accessible community.

I would also love to celebrate Muskegon's diversity. Adding more cultural festivals would be a great place to start!?

What does becoming the commissioner mean to you?

Becoming a city commissioner would be one of my most outstanding achievements. It means everything to me! I want to use my skills and life experience to help elevate others and to be a true advocate for my constituents. For me, it's not political - it is about doing what is best for Muskegon by giving each community member a voice.

Learn more about Jeanette’s advocacy and campaign efforts. Primary Elections are on August 8th!?

This month, Leverage’s Senior Project Manager Shelli shares a cake recipe that her family cannot get enough of: Mandarin Orange Cake.?

“I have made this cake three times already this summer for my family and get-togethers. My mom introduced it to me a few years ago, and it has become a summer staple in our house. Even my husband, who is not a fan of fruit in desserts, loves this cake. I love it because it's incredibly easy to make with minimal ingredients.”?

Click here to view the full recipe

Shelli’s Baking Tips:?

• I purchase the 15 oz can instead of the 11 oz of oranges and use them all. I find it helps keep the cake moist.
• If you are in a time crunch, throw the hot pan in the freezer to cool the cake more quickly.?
• Put the cool whip container in the microwave for about 15 seconds. Don't worry, the plastic won't melt.
• Don't skip on flouring the pan. The cake will stick without it.
• Make sure the vanilla pudding is "instant".

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With Love,?