Content and Communication
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Building a Content Strategy

There’s not much point buying into a specific social media technology before you know:

  • Who you’re trying to reach
  • Why you need to reach them
  • Why they should want to hear from you, and
  • What you want them to do after you’ve connected.

The choice of platform is tremendously important, but it should be one of your later decisions, not one of your earlier ones. Without a clear, achievable strategy, how will you know whether you’re using the right tools for the job?

Smarter Shift works with you to:

  • Set specific, measurable goals for your content marketing campaign
  • Define the audiences you need to reach
  • Identify the channels and online communities where your audience already gathers
  • Develop the key messages your campaign will deliver
  • Get a clear sense of what success looks like and design a measurement strategy to help you track progress.

The Editorial Plan

An editorial calendar is one of the simplest tools for plotting and managing a social media campaign. It’s also one of the most under-used. Count on Smarter Shift to help you develop a calendar and plan that adhere to the goals and priorities in your content marketing strategy, including:

  • The sequence of stories you need to tell
  • The short- and long-form content—from blogs, infographics, and curated content, to white papers, case studies, and video summaries—that will give your key targets the level of information they need, in the formats they’re looking for
  • The credible messengers who will grab and hold your audience’s attention
  • The online platforms, communities, and opinion leaders that can reinforce and redistribute your message
  • The external blogs, newsletters, and other online platforms where you can make an appearance as a guest author
  • The workshop or webinar formats that can help you reinforce your digital message with face-to-face contact
  • The established workshops, conferences, and trade shows where your audience already gathers
  • The dollars you’ll need to invest to get the job done.
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  • About Smarter Shift

    Smarter strategies to get smarter messages out to the audiences you need to reach. That’s what a Smarter Shift is about.

    Social media open up new channels—and a whole new list of do’s and don’ts—for anyone who needs effective, targeted communications. So if you’re trying to attract an audience, establish a market, or bring together a community of interest for a new way of doing things, why would you use old techniques to deliver the message?