Hey,
Most brands build their content strategies backwards.
They pick a channel first ("we need TikTok," "let's start a newsletter"), and then they scramble for ideas to fill it.
But it rarely works because content isn't a channel — it's the fuel behind every channel.
In our latest video, we break down a 3-step approach for building a content strategy the right way:
- Define your Content Perspective. Hone in on your brand's unique viewpoint by answering three questions (what needs to change, why it matters to your audience, what you're doing about it).
- Study the market through your lens. Skip the "copy what competitors post" trap. Once you have a
perspective, competitive research becomes about finding the gaps only your brand can fill.
- Prioritize ruthlessly. Three filters separate the ideas worth pursuing from the ones that'll just eat up your team's time.
→ Watch: How to Build a Content Marketing
Strategy
I'm curious: How would you answer the Content Perspective questions for your own brand?
– Leigh
P.S. Want the full deep dive with more research tactics and the complete prioritization checklist? Read the complete guide.