The complete comprehensive checklist that'll help you devise, plan and execute your brand's content strategy.

1. 1
Creating a content strategy
for your brand

2. 2
Define content marketinggoals
1. Ask yourself:
What are the overall marketing goals, and how can content marketing support them?
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2. Once you’ve written down these goals, you can ask yourself (and your team) a few questions:
● How does good content accomplish these goals?
● How can we measure whether or not our content is aligned with these goals?
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3. Outline your content KPIs (key performance indicators).
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3. 3
Example:
The overall marketing goals for Zomato are to increase the number of users on its platform,
thereby increasing native ad revenue for the company.
Content accomplishes these goals by
● Portraying Zomato as the topic leader when it comes to food – measured through social
engagement and search results.
● Bringing more people on to the platform through strong audience connect, consistent
engagement through contests and offers, and sharing links to help users find the
product easily.
The great part is we can measure this pretty easily! With traffic & social engagement being the
key metrics, it’s easy to see how Zomato’s content helps the brand. Key metrics include:
● Social engagement & impressions
● Traffic
● Traffic sources breakdown to see which social platform is driving most relevant users

4. 4
Define audience personas
Answer the following for your target users:
1. Who is the user? (demographic information: age, gender, location, employment,
income, marital status, device in use etc)
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2. Where is the user? (What platform are the target consumers spending time on? Search,
FB, Twitter, Blogs, Youtube etc)
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3. What does the user do upon seeing good content? (Does he share the content? Does he
sign up? Does he visit the website?)
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4. When does the user respond to/consume content? (At what stage in the buying cycle is
the user most likely to respond to your content? Awareness, consideration, purchase, or
post purchase?)
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5. Why will the user respond to your content? (What value are you adding to your content
that the user does not already get from an existing resource? In short, what is the users’
motivation to respond to your content?)

5. 5
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Define voice & tone
1. Define the language
2. Define the key emotions
3. Define the relevant trends & topics that matter to the user
4. Define their affinity & objections
5. Define do’s & don’ts

6. 6
Define content themes
Look at the content that sticks and resonates. One way to find this out is to know why people
share content.
Why do people share content?
● To be social
● To express (strong, polarizing emotions & opinions)
● To show off (Humblebrag)
● To prove topic authority
● To make friends & colleagues laugh
>70% content is discovered through social sharing
Identify relevant content through listening tools:
Buzzsumo
Google trends
Keyword planner

7. 7
Test & conduct content evaluation
The X axis plots performance: that’s metrics like pageviews, likes, shares, comments, and
rankings. The Y axis plots alignment, which is a little fuzzier. The higher up a piece of content is,
the more in alignment with our brand’s goals and ethos it is.

8. 8
What sticks?
Content in the upper-right quadrant.
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What should we fix?
Content in the upper-left and lower-right quadrants.
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What should we nix?
Content in the lower-left quadrant.
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What should we add to the mix?
What seems useful to add?

9. 9
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Content execution checklist
1. Objective:
a. What is the objective of this content piece?
b. How does it tie in with the content strategy?
b. What is the value add for audience in this content piece?
c. How are you establishing brand connect?
d. What is the projected user reaction/action?
2. Platform:
a. What platform will this content perform best on?
b. What is the platform reach? What is the specific reach for your brand?
c. What format are you going to execute?
d. How will the storyline flow on the platform?
3. Past performance & Industry research
a. Have you mapped your competitors?
b. How is the existing similar content faring up against industry wide standards?

10. 10