23 Content Strategy Questions

Thousands of blogs write it: content marketing is the trend of 2015-2016. Exaggerated? I do not think so. Google is, after all, increasingly able to estimate content value. For online to ensure a bright future, so you better start making valuable content. But what’s that valuable content? And how do you do that?

Three, five or ten answers

To make structural valuable content, it is important that you know what you want to convey. In other words: a good content strategy. This also makes it easier to make consistent new and interesting pieces. Sounds simple, but it is not always. A good content strategy should namely take into account many different facets. It is therefore important that are made in advance the right questions. But what are the right questions in this case?

To ask the right questions, it is important to keep the target in focus. In this case this is an overview of the internal and external factors. Experience shows that the preparation of lists of relevant data is an efficient way to quickly sketch a picture of these factors. Depending on the purpose of the question, the number of requested different replies. The rule of thumb is: a short list helps set priorities, a long list paints a picture of the overall market. In my work as SEO and content marketing specialist I often ask for three, five or ten answers.

The number three forces you to think about the main priorities.

1. A list of five responses gives an overview of the core issues and key border issues. Case study: many parties focus on two or three direct competitors. By asking five answers, one is forced to look further.
2. Ten answers questions is useful to paint a picture of a subject. I personally use this number especially if the answers are not clear in parts of scales, such as frequently asked questions, authorities in the industry and relevant media.
3. Three, five and ten are numbers that I will work well, but these are by no means holy. So one can answer questions sometimes very useful. Or fifty. See why questions act as a guide. A content strategy tool that can help you draw up a smart, viable content strategy. Clear? Beautiful. We’ll go to work.

Set objectives

Aristotle once said: “Nature does nothing without purpose.” The same should apply to every company. Every action must contribute directly or indirectly to achieve one or more objectives. Make your concrete goals and set priorities.

1. What are the three main business objectives in the coming year?
2. What are the 3 main online goals in the coming year?

Competition

A company must be distinctive. Everybody knows that in marketing. But this also applies to the content strategy, few companies still seem to realize. Advantage: the opportunities are there enough. Therefore analyze the current content in the market, look at what questions remain unanswered and jump into it.

1. Name the five largest competitors in the market.
2. Describe the competitors up to 3 keywords.
3. Name 3 points where your business stands out from the competition.
4. Target audience

The target group will decide whether content is valuable. As a company, you should know what they want to hear. Research, analyze and enter into conversation. And do that periodically.

• Describe the current customers in up to 10 keywords.
• Mention 5 reasons customers use your product.
• Name the 3 main product benefits to the customer.
• Call 10 common questions asked by the audience about the product.
• Which online and offline platforms can now communicate with the customer?
  Proposition

The objective, competition and target audience are outlined. The next step is to decide what to transfer the business.

• Describe the desired image of your business in 140 characters.
• Mention 5 reasons why your product is the best choice for the customer.
• What are the 3 key messages that communicate the company?

Give 5 examples of articles / media that you would like to see on the site.

Distribution

Great content is important, but it must be read. Research where the audience will find his information.

1. Name the five most important current offline partners.
2. Call 10 people with high authority within your industry.
3. Call 10 journals / media / events that are important in this industry.

Mention 5 matters regularly in these journals / media / events are highlighted.

Capacity

• The best videos, scientific studies and extensive background articles everyone wants to make. Of course. But unfortunately that is not always realistic. So make an advance assessment of the capacity so that the content strategy in practice leads to results.
• How much time can be inserted weekly in content creation?
• Which media (articles, surveys, photos, etc.) can produce?
• Provide an overview of the responsible departments / individuals within the company.
• Mention 5 subjects where internal expertise is present.

Although only 23 questions, it appears that in practice it often enough fabric provides for an initial brainstorming. But of course there are thousands of other questions that are also interesting. What questions should be asked before being absolutely sure about creating your content strategy?