July 30, 2024 • 21 mins
Are you struggling to create a content strategy that delivers results? In this episode, I share the elements of building a successful content strategy at Shoemaker Films. I discuss what goes into a content strategy, from setting goals and identifying target audiences to creating content pillars and engagement plans. I talk about how a well-crafted content strategy can transform your approach to marketing, whether it’s for a podcast, social media, or YouTube channel. Tune in to learn the secrets of effective content planning and make your content work harder for you.
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🎙️ Welcome to the Shoemaker Lab podcast, your go-to source for insights, inspiration, and actionable tips in the world of business, entrepreneurship, and creativity! This podcast explores stories of local businesses, entrepreneurs, and creatives, while also offering solo shows where I share valuable knowledge and advice on video marketing, social media, and navigating the digital landscape.
At Shoemaker Films, we focus on crafting professional video content that can help your businesses thrive online. Whether you're looking to launch a new product, tell your brand story, or engage with your audience on social media, we're here to help!
Looking to elevate your brand? Let's work together!
Visit our website at https://shoemakerfilms.com/
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Dane Shoemaker (00:03):
Hi. Welcome to another episode of The Shoemaker
Lab. I'm Dane Shoemaker, yourhost, and we're talking content
strategy today. So, ShoemakerFilms, we produce video content
for brands, and one of thethings that we do anytime we're
working with a client on a longterm basis, we build a content
strategy for them. So that isanytime we're doing a podcast,
(00:27):
regular social media content,maybe a YouTube channel, things
like that where we're producingregular content, we establish
what's called a contentstrategy, right?
And we're gonna go through, allof the elements today that goes
into that. So if that soundsinteresting to you, go ahead and
watch the rest of this video. Ifyou're not subscribed already,
please subscribe. If you're inthe Greater Philadelphia area or
(00:50):
really anywhere in the US andyou need, some type of video
content help, please give us aring or visit our website,
shoemakerfilms.com. So today,content strategy.
So anytime, again, we engagewith a with a client, we're
gonna we're gonna build outtypically a 10 to 15 page
document, and this is really aliving document, right? This is
(01:13):
not a one and done type ofthing. We need to evaluate this
every 3 to 6 months, right? Andjust like a plan, you know, you
need to plan to pivot, right,and when it makes sense for your
business. But ultimately, whatthe content strategy is going to
establish really is, you know,what are the goals of the
(01:34):
content, right?
Why are we even making thecontent? What's the goal? We
might put some metrics aroundthat. Right? Who are we
targeting?
What types of content? Right? Weget into content pillars. You
know, what are the platformsthat we're going out, where this
content's going out to?Different things like that.
So, actually, the first thingthat we do is typically, we'll
(01:58):
send out a questionnaire, right?And basically the questionnaire
will, we'll put this up on thescreen for you to take a look at
it, but the questionnaire, issent to anyone where we have,
you know, we'll do thequestionnaire and then we'll
have a discovery call typically,if they're interested in doing
some type of long form piece ofcontent, right, on a regular
(02:21):
basis. So, you know, the name ofyour business, what's your
industry and niche? You know,what's the nature of your
business? What types of productsand services do you offer?
How many years have you been inbusiness? What's your vision,
mission, and goals of thebusiness as well as the content?
And, you know, tell us just alittle bit more about you and
(02:42):
your and your business, right?It's really just capturing that
basic core information.Typically, this is done, you
know, in a discovery call.
We can answer this, but we alsohave this built into a
questionnaire, so there's noconfusion. That's really step 1.
Right? So we get a lot of thatbaseline foundational
information about your business,and then we get more into
content strategy. Right?
(03:02):
So what's your current marketingmix look like, you know, outside
of social media and podcastingand YouTube, because assuming
that's all gonna be new to you,what are you doing today from a
marketing standpoint? Right? So,are you advertising? You know,
what does that look like? Youknow, email, you know, is it
(03:24):
ads, billboards, things likethat, you know, what kind what's
your marketing mix look like?
We also like to understand alittle bit more what you're
doing today from a social mediastandpoint. Most businesses
today have an established, youknow, their presence on social
media. Right? So what does thatlook like today? What are some
(03:44):
things that you're doing today?
What's working? What's notworking? And we wanna understand
some of that stuff. Right? Youknow, you can go to our website
and check out the questionnaire.
We won't get too much into that.So let's dive into what is
entails in the content strategyitself. Right? So, you know,
again, it's gonna be a 10 to 15page document. After the first
couple meetings with us, we'llpresent that to you.
(04:07):
Right? And, again, it's gonnahave the first page is gonna
have those foundational elementsof your business. What do you
do? Who do you serve? How longhave you been in business?
Just so we're aligned on thatand there's no confusion.
Really, the second main piece ofthat is, what is the goal of the
(04:28):
content strategy and and whatare we producing? Right? So is
it is it YouTube content? Is itsocial media content?
How how often is that contentgoing out? It's kind of just
aligning on those deliverables.So after we establish kind of
that core, who, what, why, ofyour business, we get into
(04:50):
actually what is the goal of thecontent, right? Are we trying to
build your brand, right? Are wetrying to build you as a
business owner or, you know, aexpert in your field?
We're trying to build up yourreputation, build up your
authority in a particulardomain, right? Or are you trying
to drive leads, right? Are youtrying to drive revenue, right?
(05:13):
What is the goal of putting outcontent? We wanna make sure we
document that and there's kindof a clear kind of roadmap as we
progress and build ourrelationship.
Right? And we wanna put somemetrics behind that so we can
keep, you know, keep track of,you know, how we're how we're
doing together. Right? It's apartnership. One of the the the
big thing for us is, you know,around branding and what the
(05:37):
visuals are going to look like.
Right? So a lot of the clientsthat we work with today, they
might have maybe a logo thatthey had created couple years
ago from a friend. Maybe theyare currently working with an
agency. Right? And they havepretty well established brand
guidelines.
(05:58):
Right? Logo, fonts, colors,right? Brand, tonal, you know,
adjectives, things like that. Wewanna understand what that is,
right? Because, you know,branding is a big part of what
we do, right?
We're putting out visualcontent. We want it to look
consistent with what the rest ofyour brand will look like,
(06:18):
right? What does your websitelook like? What does your sales
collateral? Maybe you have someprint materials.
We want all of that to look andfeel very similar so that when
you do launch your podcast orlaunch your YouTube channel or
you start pumping out a lot ofsocial media content, it all
looks consistent with whatyou're currently doing, with
(06:39):
your existing brand. Right? Sowe will typically have 1 to 2
pages in the content strategythat outlines, you know, what
your logo looks like, and wedon't we don't offer branding
services per se, but we can helpyou kind of establish that.
Right? So if you have a logoalready, we'll take that logo
(07:01):
and we'll work with you to kindatweak it, for, you know, social
media.
What we've also done in the pastis actually take, you know, had
an, kind of an old JPEG logothat we had, vectorize it,
actually work with our motiongraphic designers, make it a
vector file, and actually addsome movement to it to really
(07:22):
add some nice elements to your,video content. Right? So we can
work with you on some of thosethings. So it'll have your logo.
Maybe it's, you know, stacked orvertical style logo.
There's different, you know,different ways that those are
interpreted. And then you haveyour fonts, your colors, maybe
any icons, things like thatthat's all part of your visual
(07:46):
brand and we wanna make surethat all of that's outlined in
the content strategy so thatthat influences everything else,
that we're, you know, that we'recreating for you. Right? So it
all stays consistent, you know,throughout the life of our our
engagement with you. Right?
Next, we wanna establish the thetarget persona. Right? Who is
(08:08):
the, who is the buyer, the theaudience that you're looking to
engage with, right? We reallywant to establish that. Who is
that, Right?
You know, you want your contentto really speak to, your your
target audience. Right? Thatthat should be obvious, but it's
not always so so clear, right?So we can work with you on that.
(08:31):
So the next thing that we weoutline in the content strategy
is your target persona, right?
Who is the audience intended,for your content, right? So we
really wanna look at, you know,who's gonna be watching the
videos. We wanna look atdemographics. We wanna look at
psychographics. Right?
So demographics are gonna bemale, female. Right? You know,
(08:55):
age. Right? Where are theylocate located geographically?
What do they do for a living?You know, things like that. Then
you have psychographics whichare a little bit more how they
think, how they feel, maybe someof their values. Right? Some
some of those differentelements.
So the better you can kind ofidentify who that persona is and
(09:20):
get really super granular.Right? That might be, are they
married? Do they have kids? Youknow, what are some of the
hobbies that they like to do?
Right? Some of the things thatyou may not think have anything
to do with your content, but youreally wanna envision that
person. And the better you canenvision who your target persona
is, the better the better youcan your your content will be
(09:42):
because you you're speaking tothat person and that person, if
you know, you know, if you knowwho your audience is, the
better, you know, your audience,the better contacts are gonna
be, the more, you know, the,the, the more impact we'll have,
whether that's sales, brandleads, etcetera. Right? So we'll
usually spend some time workingwith you to identify who that is
(10:02):
and maybe you don't really knowwho that is yet.
Right? And if you're an earlystage, company, you may not have
that dialed in too much yet. So,we can work with you on that,
right? Maybe that's interviewingsome of your your your current
clients. Right?
Maybe it's, sitting down,looking at some data, things
like that, and we'll we'lldevelop that together as part of
(10:24):
the content strategy. Right? Nowwe're getting a little bit more
into, okay, platforms, right?What are we actually producing?
For some clients, we're justdoing a weekly podcast.
For some clients, we're doingpodcast, YouTube, as well as
their social media, right? So,you know, and that social media
has different levels, right?Maybe it's just podcast clips or
(10:48):
it's actually completelyseparate from the podcast or
YouTube channel where we'reactually developing, you know, 3
to 4 to 5 posts per week inaddition to some of the the
podcast clips and things likethat. So, you know, what are the
platforms where we're posting?YouTube, Spotify, Apple, right?
All of the podcast streamingplatforms, then maybe on the
(11:10):
social platforms, Instagram,Facebook, TikTok, right? Where
are we posting the content andand how much are we posting?
Right? Is it one long formepisode on YouTube per week plus
5, you know, podcast clips thatare going out on social media,
TikTok, Instagram, Facebook,and, you know, are we doing
(11:34):
graphics? Are we doingcarousels?
Really, so it all depends onwhat those deliverables are, and
we wanna make sure we outlinethat pretty clearly, so that
everyone is aligned and andthere's no misunderstanding.
Right? And a lot of that stuffwill get flushed out before we
even go down this processthat'll be in kind of our
contract with you, right? So,but we wanna make sure that's
(11:58):
outlined in the content strategybecause we're talking about the
content. Right?
And we wanna understand what arethe exact deliverables we're
doing. Right? And, you know,have that outlined. Then we get
into what's called contentpillars, right? So, we talk
about we've talked about whatthe goal of the content strategy
is.
We've talked about who ourtarget persona is, what
platforms are we posting on.Now, we're gonna talk about the
(12:22):
pillars, right? And we talkabout content pillars. They're
really just like themes ortopics, right? And it's really
good to have maybe 3 to 5,content pillars.
Right? So, you know, that mightbe it kind of is like different
themes that you wanna postabout. So let's say I am well,
(12:44):
for for instance, Shoemaker Laband the Shoemaker films content
that we put out every week.Right? So our content pillars
are going to be, clips from thepodcast.
Right? So that is a part of ourpillar, right? But we also talk
about digital marketing tips andtricks, as well as, you know,
(13:05):
technical, you know, a littlebit of video, production
technical tips. Right? Butreally more from from a business
user standpoint.
So that's really like 33 of ourcontent pillars. So the podcast
clips, digital marketing tips,and video camera tips for
(13:25):
business users. Right? And, youknow, most of our clients are
gonna have between 3 to 5pillars, right, or themes that
they're talking about. And thathelps kinda steer your content,
so it doesn't feel like all overthe place.
So you kind of have a good mixthroughout the week. So maybe
you're posting, you know, acarousel about digital marketing
(13:46):
tips, then there's a reel or avideo clip from the podcast.
Maybe it's an interview with abusiness owner where we're
talking about, you know, whatthey do, how they promote their
business, things like that. So,that's kind of the the strategy
around content pillars and youwanna keep it pretty consistent.
You can shy away from that fromtime to time but at least your
(14:08):
audience is going to kind ofknow what to expect from your
channel, from your, you know,from your account, right?
If there's really like 3 to 5 oror 6, different themes or
different, types of videos,types of content that they're
gonna be seeing, and that'sgonna help with the algorithm.
That's gonna help with, youknow, making sure they
understand, Hey, if I'msubscribing to you, I know what
(14:30):
to expect every week. Right? Sothat's content pillars. So the
next the next section here isabout, mood boards.
So mood boards can kind of tieinto that brand and style
guidelines, section at the frontend of the content strategy. But
really what this is is pulling,samples from, you know,
inspiration across the internet.Maybe you wanna use Pinterest or
(14:52):
you can save things in a, youknow, in Notion or ClickUp or
something like that, right? Butbasically, you want to pull
imagery, and, you know,different types of content that
you wanna kinda mimic or, youlike that and you wanna kinda
draw from from inspiration.Right?
So it it really ties well into,the brand and style guidelines
(15:14):
at the front end, like Imentioned, because your logos,
your fonts, and your colors, youknow, also, you wanna have some
imagery, some visual stuff thatkinda ties into your brand. But
it's good to include that inhere somewhere in the content
strategy because, you know,ultimately you're gonna be
creating, you know, visual stuffand you wanna kinda have a
consistent look and feel rightbut also, provide some
(15:37):
inspiration and this mightinclude kind of a sample, you
know, sample feed if we're doingsocial media, you kinda wanna
look at your Instagram feed,right? And kinda have it, okay,
what does it look like? Youknow, you might be using some of
those visuals and the colors andthe branding, right? So mood,
board, again, important there.
(16:01):
And then we wanna get into thecontent schedule. So we kinda
talked about, hey, what are thedeliverables that we're doing?
What are the platforms? Nowwhat's the schedule look like?
Right?
So is it every Tuesday, everyWednesday, that long form
episode? Most of our podcastclients will go out every
Tuesday, and then we have, youknow, content basically going
(16:21):
out every day. So you wannabuild out that schedule and kind
of build out a sample calendar.You know, it's helpful to have
that in the content strategyeven if you don't stick with
that per se. You know, the theschedule you wanna have kinda
mapped out on paper so you cankinda stick to that.
(16:46):
And so, you you know what thatwill look like. Right? Even if
you don't stick to that plan,there's always a plan you can
pivot from there. Right? Thenext thing is the engagement
plan.
Right? So when we talk aboutcontent, you're putting out
content, but you also wannaengage with your audience.
Right? And this can be a wholeseparate other video. We'll
(17:07):
talk, you know, we'll probablyhave a separate video about this
in the future, but basically youwant to have about 15 to 30
minutes of engagement on socialmedia when you put out a piece
of content and what isengagement?
So maybe it's commenting on someother posts, right? Some other
content that, one of yourfollowers maybe had posted or
(17:29):
you're, you know, you're likingcomments on your own content,
right? Or you're, you know, justengaging. You're just using the
platform. Right?
It's proven that, you know, ifyou do a post and then they say,
you know, post and ghost. Right?If you do a post and then don't
do anything with it, your yourcontent will do a lot better if
you post and then you'reactually on the platform for
(17:50):
about 15 minutes, you know,commenting, liking, you know,
doing different activities,right? Following new people,
right, because those newfollowers then, they might see
you, they might follow you,they'll like your content. So
your content's gonna perform alot better, if you're, you know,
active on the platforms aroundthe time that you're actually
posting.
Right? So what does that planlook like? And typically a plan
(18:14):
will be again, it goes back tothe target audience, right? Who
is your audience? So you wannabe following your audience, you
wanna be engaging with youraudience.
Who does that look like? Itkinda goes back to that target
persona but then maybe, youknow, you have a a plan that
looks like, hey, I wanna follow,and engage with 10 to 15 new
(18:37):
accounts every day and, youknow, that's gonna help your
content. It's also gonna helpgrow your account significantly,
right? So that's that's part ofthe service that we offer,
engagement. Right?
Again, we recommend about 15 to30 minutes per day engaging with
your audience. Again, this isn'tjust mindlessly scrolling on
Instagram. That's notengagement. Right? So you
(18:57):
actually wanna proactively lookfor people whether they're
following you or they're newpeople that kind of match who
your persona is.
You wanna follow them, engagewith them. There's a good chance
then that they will engage withyou, like your content and start
following you. Right? So that'sthat's the name of the game. And
so that's really it.
So if we kind of summarize it,we'll call it the business
(19:19):
summary, kind of thosefoundational elements of the,
what does your business do andwhat are your goals for the
content strategy? What the brandand style guidelines will
include the mood board with thatas well, your target persona,
who is the person that we aretrying to reach with our
content, what's the audience andwhat are we trying to get them
(19:42):
to do? The content pillars,right? What are the themes or
topics that we're regularlyposting or talking about in a
podcast or YouTube channel? Whatare the platforms that we're
using?
Is it YouTube? Is it Spotify?Right? Is it Instagram,
Facebook? What platforms are weactually putting the content out
on?
(20:02):
What's that schedule look like?How often are we, how often are
we putting out content? And thenwhat does the engagement plan
look like? How do we, how, howdo we actively grow and
communicate and interact orinterface with our with our
audience, right? That's reallyit.
Typically, again, we're gonnabuild out this strategy in
(20:25):
partnership with you, at thestart of any long term
engagement, whether that's asocial media, engagement or it's
a podcast or YouTube channelwe're, we're producing, with
you. So, if this soundsinteresting or valuable to you,
please get in touch. Happy toanswer any questions. Make sure
you subscribe, to our YouTubechannel as well if you found
this valuable. Thanks.
(20:48):
Thanks for listening today.Shoemaker Lab is an original
production by Shoemaker Films,LLC. LLC. If you enjoyed today's
content, please considersubscribing on YouTube, Spotify,
Apple Podcasts, and wherever youget your content. Follow us on
Instagram at shoemaker.films.
And if you're a business that'seither interested in our video
production services or wouldlike be a guest on the show, get
(21:11):
in touch by using the contactform on our website,
shoemakerfilms.com.
Hi. Welcome to another episode of The Shoemaker
Lab. I'm Dane Shoemaker, yourhost, and we're talking content
strategy today. So, ShoemakerFilms, we produce video content
for brands, and one of thethings that we do anytime we're
working with a client on a longterm basis, we build a content
strategy for them. So that isanytime we're doing a podcast,
(00:27):
regular social media content,maybe a YouTube channel, things
like that where we're producingregular content, we establish
what's called a contentstrategy, right?
And we're gonna go through, allof the elements today that goes
into that. So if that soundsinteresting to you, go ahead and
watch the rest of this video. Ifyou're not subscribed already,
please subscribe. If you're inthe Greater Philadelphia area or
(00:50):
really anywhere in the US andyou need, some type of video
content help, please give us aring or visit our website,
shoemakerfilms.com. So today,content strategy.
So anytime, again, we engagewith a with a client, we're
gonna we're gonna build outtypically a 10 to 15 page
document, and this is really aliving document, right? This is
(01:13):
not a one and done type ofthing. We need to evaluate this
every 3 to 6 months, right? Andjust like a plan, you know, you
need to plan to pivot, right,and when it makes sense for your
business. But ultimately, whatthe content strategy is going to
establish really is, you know,what are the goals of the
(01:34):
content, right?
Why are we even making thecontent? What's the goal? We
might put some metrics aroundthat. Right? Who are we
targeting?
What types of content? Right? Weget into content pillars. You
know, what are the platformsthat we're going out, where this
content's going out to?Different things like that.
So, actually, the first thingthat we do is typically, we'll
(01:58):
send out a questionnaire, right?And basically the questionnaire
will, we'll put this up on thescreen for you to take a look at
it, but the questionnaire, issent to anyone where we have,
you know, we'll do thequestionnaire and then we'll
have a discovery call typically,if they're interested in doing
some type of long form piece ofcontent, right, on a regular
(02:21):
basis. So, you know, the name ofyour business, what's your
industry and niche? You know,what's the nature of your
business? What types of productsand services do you offer?
How many years have you been inbusiness? What's your vision,
mission, and goals of thebusiness as well as the content?
And, you know, tell us just alittle bit more about you and
(02:42):
your and your business, right?It's really just capturing that
basic core information.Typically, this is done, you
know, in a discovery call.
We can answer this, but we alsohave this built into a
questionnaire, so there's noconfusion. That's really step 1.
Right? So we get a lot of thatbaseline foundational
information about your business,and then we get more into
content strategy. Right?
(03:02):
So what's your current marketingmix look like, you know, outside
of social media and podcastingand YouTube, because assuming
that's all gonna be new to you,what are you doing today from a
marketing standpoint? Right? So,are you advertising? You know,
what does that look like? Youknow, email, you know, is it
(03:24):
ads, billboards, things likethat, you know, what kind what's
your marketing mix look like?
We also like to understand alittle bit more what you're
doing today from a social mediastandpoint. Most businesses
today have an established, youknow, their presence on social
media. Right? So what does thatlook like today? What are some
(03:44):
things that you're doing today?
What's working? What's notworking? And we wanna understand
some of that stuff. Right? Youknow, you can go to our website
and check out the questionnaire.
We won't get too much into that.So let's dive into what is
entails in the content strategyitself. Right? So, you know,
again, it's gonna be a 10 to 15page document. After the first
couple meetings with us, we'llpresent that to you.
(04:07):
Right? And, again, it's gonnahave the first page is gonna
have those foundational elementsof your business. What do you
do? Who do you serve? How longhave you been in business?
Just so we're aligned on thatand there's no confusion.
Really, the second main piece ofthat is, what is the goal of the
(04:28):
content strategy and and whatare we producing? Right? So is
it is it YouTube content? Is itsocial media content?
How how often is that contentgoing out? It's kind of just
aligning on those deliverables.So after we establish kind of
that core, who, what, why, ofyour business, we get into
(04:50):
actually what is the goal of thecontent, right? Are we trying to
build your brand, right? Are wetrying to build you as a
business owner or, you know, aexpert in your field?
We're trying to build up yourreputation, build up your
authority in a particulardomain, right? Or are you trying
to drive leads, right? Are youtrying to drive revenue, right?
(05:13):
What is the goal of putting outcontent? We wanna make sure we
document that and there's kindof a clear kind of roadmap as we
progress and build ourrelationship.
Right? And we wanna put somemetrics behind that so we can
keep, you know, keep track of,you know, how we're how we're
doing together. Right? It's apartnership. One of the the the
big thing for us is, you know,around branding and what the
(05:37):
visuals are going to look like.
Right? So a lot of the clientsthat we work with today, they
might have maybe a logo thatthey had created couple years
ago from a friend. Maybe theyare currently working with an
agency. Right? And they havepretty well established brand
guidelines.
(05:58):
Right? Logo, fonts, colors,right? Brand, tonal, you know,
adjectives, things like that. Wewanna understand what that is,
right? Because, you know,branding is a big part of what
we do, right?
We're putting out visualcontent. We want it to look
consistent with what the rest ofyour brand will look like,
(06:18):
right? What does your websitelook like? What does your sales
collateral? Maybe you have someprint materials.
We want all of that to look andfeel very similar so that when
you do launch your podcast orlaunch your YouTube channel or
you start pumping out a lot ofsocial media content, it all
looks consistent with whatyou're currently doing, with
(06:39):
your existing brand. Right? Sowe will typically have 1 to 2
pages in the content strategythat outlines, you know, what
your logo looks like, and wedon't we don't offer branding
services per se, but we can helpyou kind of establish that.
Right? So if you have a logoalready, we'll take that logo
(07:01):
and we'll work with you to kindatweak it, for, you know, social
media.
What we've also done in the pastis actually take, you know, had
an, kind of an old JPEG logothat we had, vectorize it,
actually work with our motiongraphic designers, make it a
vector file, and actually addsome movement to it to really
(07:22):
add some nice elements to your,video content. Right? So we can
work with you on some of thosethings. So it'll have your logo.
Maybe it's, you know, stacked orvertical style logo.
There's different, you know,different ways that those are
interpreted. And then you haveyour fonts, your colors, maybe
any icons, things like thatthat's all part of your visual
(07:46):
brand and we wanna make surethat all of that's outlined in
the content strategy so thatthat influences everything else,
that we're, you know, that we'recreating for you. Right? So it
all stays consistent, you know,throughout the life of our our
engagement with you. Right?
Next, we wanna establish the thetarget persona. Right? Who is
(08:08):
the, who is the buyer, the theaudience that you're looking to
engage with, right? We reallywant to establish that. Who is
that, Right?
You know, you want your contentto really speak to, your your
target audience. Right? Thatthat should be obvious, but it's
not always so so clear, right?So we can work with you on that.
(08:31):
So the next thing that we weoutline in the content strategy
is your target persona, right?
Who is the audience intended,for your content, right? So we
really wanna look at, you know,who's gonna be watching the
videos. We wanna look atdemographics. We wanna look at
psychographics. Right?
So demographics are gonna bemale, female. Right? You know,
(08:55):
age. Right? Where are theylocate located geographically?
What do they do for a living?You know, things like that. Then
you have psychographics whichare a little bit more how they
think, how they feel, maybe someof their values. Right? Some
some of those differentelements.
So the better you can kind ofidentify who that persona is and
(09:20):
get really super granular.Right? That might be, are they
married? Do they have kids? Youknow, what are some of the
hobbies that they like to do?
Right? Some of the things thatyou may not think have anything
to do with your content, but youreally wanna envision that
person. And the better you canenvision who your target persona
is, the better the better youcan your your content will be
(09:42):
because you you're speaking tothat person and that person, if
you know, you know, if you knowwho your audience is, the
better, you know, your audience,the better contacts are gonna
be, the more, you know, the,the, the more impact we'll have,
whether that's sales, brandleads, etcetera. Right? So we'll
usually spend some time workingwith you to identify who that is
(10:02):
and maybe you don't really knowwho that is yet.
Right? And if you're an earlystage, company, you may not have
that dialed in too much yet. So,we can work with you on that,
right? Maybe that's interviewingsome of your your your current
clients. Right?
Maybe it's, sitting down,looking at some data, things
like that, and we'll we'lldevelop that together as part of
(10:24):
the content strategy. Right? Nowwe're getting a little bit more
into, okay, platforms, right?What are we actually producing?
For some clients, we're justdoing a weekly podcast.
For some clients, we're doingpodcast, YouTube, as well as
their social media, right? So,you know, and that social media
has different levels, right?Maybe it's just podcast clips or
(10:48):
it's actually completelyseparate from the podcast or
YouTube channel where we'reactually developing, you know, 3
to 4 to 5 posts per week inaddition to some of the the
podcast clips and things likethat. So, you know, what are the
platforms where we're posting?YouTube, Spotify, Apple, right?
All of the podcast streamingplatforms, then maybe on the
(11:10):
social platforms, Instagram,Facebook, TikTok, right? Where
are we posting the content andand how much are we posting?
Right? Is it one long formepisode on YouTube per week plus
5, you know, podcast clips thatare going out on social media,
TikTok, Instagram, Facebook,and, you know, are we doing
(11:34):
graphics? Are we doingcarousels?
Really, so it all depends onwhat those deliverables are, and
we wanna make sure we outlinethat pretty clearly, so that
everyone is aligned and andthere's no misunderstanding.
Right? And a lot of that stuffwill get flushed out before we
even go down this processthat'll be in kind of our
contract with you, right? So,but we wanna make sure that's
(11:58):
outlined in the content strategybecause we're talking about the
content. Right?
And we wanna understand what arethe exact deliverables we're
doing. Right? And, you know,have that outlined. Then we get
into what's called contentpillars, right? So, we talk
about we've talked about whatthe goal of the content strategy
is.
We've talked about who ourtarget persona is, what
platforms are we posting on.Now, we're gonna talk about the
(12:22):
pillars, right? And we talkabout content pillars. They're
really just like themes ortopics, right? And it's really
good to have maybe 3 to 5,content pillars.
Right? So, you know, that mightbe it kind of is like different
themes that you wanna postabout. So let's say I am well,
(12:44):
for for instance, Shoemaker Laband the Shoemaker films content
that we put out every week.Right? So our content pillars
are going to be, clips from thepodcast.
Right? So that is a part of ourpillar, right? But we also talk
about digital marketing tips andtricks, as well as, you know,
(13:05):
technical, you know, a littlebit of video, production
technical tips. Right? Butreally more from from a business
user standpoint.
So that's really like 33 of ourcontent pillars. So the podcast
clips, digital marketing tips,and video camera tips for
(13:25):
business users. Right? And, youknow, most of our clients are
gonna have between 3 to 5pillars, right, or themes that
they're talking about. And thathelps kinda steer your content,
so it doesn't feel like all overthe place.
So you kind of have a good mixthroughout the week. So maybe
you're posting, you know, acarousel about digital marketing
(13:46):
tips, then there's a reel or avideo clip from the podcast.
Maybe it's an interview with abusiness owner where we're
talking about, you know, whatthey do, how they promote their
business, things like that. So,that's kind of the the strategy
around content pillars and youwanna keep it pretty consistent.
You can shy away from that fromtime to time but at least your
(14:08):
audience is going to kind ofknow what to expect from your
channel, from your, you know,from your account, right?
If there's really like 3 to 5 oror 6, different themes or
different, types of videos,types of content that they're
gonna be seeing, and that'sgonna help with the algorithm.
That's gonna help with, youknow, making sure they
understand, Hey, if I'msubscribing to you, I know what
(14:30):
to expect every week. Right? Sothat's content pillars. So the
next the next section here isabout, mood boards.
So mood boards can kind of tieinto that brand and style
guidelines, section at the frontend of the content strategy. But
really what this is is pulling,samples from, you know,
inspiration across the internet.Maybe you wanna use Pinterest or
(14:52):
you can save things in a, youknow, in Notion or ClickUp or
something like that, right? Butbasically, you want to pull
imagery, and, you know,different types of content that
you wanna kinda mimic or, youlike that and you wanna kinda
draw from from inspiration.Right?
So it it really ties well into,the brand and style guidelines
(15:14):
at the front end, like Imentioned, because your logos,
your fonts, and your colors, youknow, also, you wanna have some
imagery, some visual stuff thatkinda ties into your brand. But
it's good to include that inhere somewhere in the content
strategy because, you know,ultimately you're gonna be
creating, you know, visual stuffand you wanna kinda have a
consistent look and feel rightbut also, provide some
(15:37):
inspiration and this mightinclude kind of a sample, you
know, sample feed if we're doingsocial media, you kinda wanna
look at your Instagram feed,right? And kinda have it, okay,
what does it look like? Youknow, you might be using some of
those visuals and the colors andthe branding, right? So mood,
board, again, important there.
(16:01):
And then we wanna get into thecontent schedule. So we kinda
talked about, hey, what are thedeliverables that we're doing?
What are the platforms? Nowwhat's the schedule look like?
Right?
So is it every Tuesday, everyWednesday, that long form
episode? Most of our podcastclients will go out every
Tuesday, and then we have, youknow, content basically going
(16:21):
out every day. So you wannabuild out that schedule and kind
of build out a sample calendar.You know, it's helpful to have
that in the content strategyeven if you don't stick with
that per se. You know, the theschedule you wanna have kinda
mapped out on paper so you cankinda stick to that.
(16:46):
And so, you you know what thatwill look like. Right? Even if
you don't stick to that plan,there's always a plan you can
pivot from there. Right? Thenext thing is the engagement
plan.
Right? So when we talk aboutcontent, you're putting out
content, but you also wannaengage with your audience.
Right? And this can be a wholeseparate other video. We'll
(17:07):
talk, you know, we'll probablyhave a separate video about this
in the future, but basically youwant to have about 15 to 30
minutes of engagement on socialmedia when you put out a piece
of content and what isengagement?
So maybe it's commenting on someother posts, right? Some other
content that, one of yourfollowers maybe had posted or
(17:29):
you're, you know, you're likingcomments on your own content,
right? Or you're, you know, justengaging. You're just using the
platform. Right?
It's proven that, you know, ifyou do a post and then they say,
you know, post and ghost. Right?If you do a post and then don't
do anything with it, your yourcontent will do a lot better if
you post and then you'reactually on the platform for
(17:50):
about 15 minutes, you know,commenting, liking, you know,
doing different activities,right? Following new people,
right, because those newfollowers then, they might see
you, they might follow you,they'll like your content. So
your content's gonna perform alot better, if you're, you know,
active on the platforms aroundthe time that you're actually
posting.
Right? So what does that planlook like? And typically a plan
(18:14):
will be again, it goes back tothe target audience, right? Who
is your audience? So you wannabe following your audience, you
wanna be engaging with youraudience.
Who does that look like? Itkinda goes back to that target
persona but then maybe, youknow, you have a a plan that
looks like, hey, I wanna follow,and engage with 10 to 15 new
(18:37):
accounts every day and, youknow, that's gonna help your
content. It's also gonna helpgrow your account significantly,
right? So that's that's part ofthe service that we offer,
engagement. Right?
Again, we recommend about 15 to30 minutes per day engaging with
your audience. Again, this isn'tjust mindlessly scrolling on
Instagram. That's notengagement. Right? So you
(18:57):
actually wanna proactively lookfor people whether they're
following you or they're newpeople that kind of match who
your persona is.
You wanna follow them, engagewith them. There's a good chance
then that they will engage withyou, like your content and start
following you. Right? So that'sthat's the name of the game. And
so that's really it.
So if we kind of summarize it,we'll call it the business
(19:19):
summary, kind of thosefoundational elements of the,
what does your business do andwhat are your goals for the
content strategy? What the brandand style guidelines will
include the mood board with thatas well, your target persona,
who is the person that we aretrying to reach with our
content, what's the audience andwhat are we trying to get them
(19:42):
to do? The content pillars,right? What are the themes or
topics that we're regularlyposting or talking about in a
podcast or YouTube channel? Whatare the platforms that we're
using?
Is it YouTube? Is it Spotify?Right? Is it Instagram,
Facebook? What platforms are weactually putting the content out
on?
(20:02):
What's that schedule look like?How often are we, how often are
we putting out content? And thenwhat does the engagement plan
look like? How do we, how, howdo we actively grow and
communicate and interact orinterface with our with our
audience, right? That's reallyit.
Typically, again, we're gonnabuild out this strategy in
(20:25):
partnership with you, at thestart of any long term
engagement, whether that's asocial media, engagement or it's
a podcast or YouTube channelwe're, we're producing, with
you. So, if this soundsinteresting or valuable to you,
please get in touch. Happy toanswer any questions. Make sure
you subscribe, to our YouTubechannel as well if you found
this valuable. Thanks.
(20:48):
Thanks for listening today.Shoemaker Lab is an original
production by Shoemaker Films,LLC. LLC. If you enjoyed today's
content, please considersubscribing on YouTube, Spotify,
Apple Podcasts, and wherever youget your content. Follow us on
Instagram at shoemaker.films.
And if you're a business that'seither interested in our video
production services or wouldlike be a guest on the show, get
(21:11):
in touch by using the contactform on our website,
shoemakerfilms.com.
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