Objective: To establish the "why" behind your content, ensuring it is purpose-driven, aligned with business goals, and resonates with a specific target audience.
| Part | Task | Status |
|---|---|---|
| Part 1: Align with Business Goals | Goal: Transform vague objectives into measurable content goals. | |
| Conducted stakeholder interviews to identify top business priorities. | ☐ | |
| Translated a business objective into a specific content goal. | ☐ | |
| Defined a SMART goal for the content initiative. | ☐ | |
| Identified 2-3 primary KPIs to track for the goal. | ☐ | |
| Deliverable: Finalized a one-page Content Strategy Brief. | ☐ | |
| Part 2: Understand Your Audience | Goal: Develop a deep, empathetic understanding of your ideal customer. | |
| Gathered data from at least 3 sources (interviews, analytics, surveys). | ☐ | |
| Identified common patterns in pain points, goals, and behaviors. | ☐ | |
| Defined key demographic and firmographic details (job title, industry, etc.). | ☐ | |
| Mapped psychographics (core motivations, challenges, fears). | ☐ | |
| Researched where the persona seeks information (blogs, social networks). | ☐ | |
| Included real quotes from research to humanize the persona. | ☐ | |
| Deliverable: Created a detailed Buyer Persona Profile. | ☐ | |
| Part 3: Craft Core Strategy | Goal: Create a central source of truth for consistent, on-brand messaging. | |
| Articulated a clear Value Proposition using the provided formula. | ☐ | |
| Defined 3-4 adjectives for the Brand Voice. | ☐ | |
| Established Tone Guidelines with examples for different scenarios. | ☐ | |
| Defined 3-4 core Messaging Pillars that address persona pain points. | ☐ | |
| Created practical "Do's and Don'ts" for the brand voice. | ☐ | |
| Deliverable: Finalized a Messaging Framework document. | ☐ | |
| Final Review | Goal: Ensure all components work together seamlessly. | |
| Confirmed Messaging Pillars address the Buyer Persona's needs. | ☐ | |
| Verified Content Goals are supported by the Messaging Framework. | ☐ | |
| Socialized all documents with stakeholders for feedback and buy-in. | ☐ |
Objective: To equip you with the practical skills to ideate, create, and refine engaging content across multiple formats, anchored in powerful storytelling.
| Part | Task | Status |
|---|---|---|
| Part 1: Storytelling | Goal: Learn to structure content within a compelling narrative. | |
| Selected a storytelling framework (PAS, BAB, Hero's Journey) appropriate for the topic. | ☐ | |
| Outlined a piece of content using the chosen framework. | ☐ | |
| Deliverable: A Story Outline for a key piece of content. | ☐ | |
| Part 2: Multiformat Creation | Goal: Adapt a core idea into different content formats. | |
| Researched which formats best suit the target audience and platform. | ☐ | |
| Wrote a headline/title optimized for engagement and SEO. | ☐ | |
| Applied web readability principles (short paragraphs, subheadings, bullets). | ☐ | |
| Storyboarded or outlined a video/audio script. | ☐ | |
| Designed a visual asset (e.g., infographic, carousel) with clear hierarchy. | ☐ | |
| Deliverable: A Content Adaptation Plan for one idea across three formats. | ☐ | |
| Part 3: Brand Voice | Goal: Apply a consistent voice and tone across all content. | |
| Defined 3-4 core brand voice adjectives. | ☐ | |
| Created "Do's and Don'ts" with examples for each adjective. | ☐ | |
| Rewrote a generic message to match the defined brand voice. | ☐ | |
| Deliverable: A Brand Voice One-Sheeter guideline. | ☐ |
Objective: To structure and design content for maximum user engagement, clarity, and action.
| Part | Task | Status |
|---|---|---|
| Part 1: Content Design | Goal: Structure information for clarity and user action. | |
| Modeled content with clear headings, subheadings, and sections. | ☐ | |
| Ensured the primary call-to-action (CTA) is clear and logically placed. | ☐ | |
| Deliverable: A content model for a key page or article. | ☐ | |
| Part 2: UX & Readability | Goal: Make content easy to consume and accessible to all. | |
| Used plain language and avoided unnecessary jargon. | ☐ | |
| Checked content for scannability (using bold text, bullets, etc.). | ☐ | |
| Added alt-text to all images and ensured color contrast meets accessibility standards. | ☐ | |
| Deliverable: An accessibility and readability audit of one piece of content. | ☐ | |
| Part 3: Engagement Design | Goal: Use design elements to guide the user and increase engagement. | |
| Used visual cues (icons, buttons) to direct attention. | ☐ | |
| Incorporated interactive elements where appropriate (e.g., polls, calculators). | ☐ | |
| Deliverable: A list of engagement elements added to a key piece of content. | ☐ |
Objective: To develop a multi-channel distribution plan to ensure your content reaches its intended audience.
| Part | Task | Status |
|---|---|---|
| Part 1: Channel Strategy | Goal: Select the right platforms based on audience and goals. | |
| Researched which channels the target audience uses most. | ☐ | |
| Matched content formats to appropriate channels. | ☐ | |
| Created a distribution calendar for the launch of a piece of content. | ☐ | |
| Deliverable: A Channel Strategy matrix for a content launch. | ☐ | |
| Part 2: Owned & Earned Media | Goal: Leverage free channels to maximize organic reach. | |
| Optimized content for relevant keywords and search intent (SEO). | ☐ | |
| Wrote a social media copy series for sharing the content. | ☐ | |
| Identified potential partners or influencers for outreach. | ☐ | |
| Deliverable: An SEO and Social Media checklist for one piece of content. | ☐ | |
| Part 3: Paid Media | Goal: Use paid promotion to amplify high-performing content. | |
| Defined a target audience for a paid campaign. | ☐ | |
| Set a budget and goal for a paid promotion (e.g., traffic, leads). | ☐ | |
| Drafted copy and selected imagery for a paid social ad. | ☐ | |
| Deliverable: A brief Paid Promotion Plan for one piece of content. | ☐ |
Objective: To measure content performance, derive insights, and use data to fuel future growth.
| Part | Task | Status |
|---|---|---|
| Part 1: Analytics & Reporting | Goal: Track the right metrics and report on performance. | |
| Set up tracking for pre-defined KPIs (e.g., UTM parameters, goal tracking in GA4). | ☐ | |
| Gathered data from analytics, social, and email platforms. | ☐ | |
| Created a simple dashboard or report showing performance against goals. | ☐ | |
| Deliverable: A Performance Report for one content piece or campaign. | ☐ | |
| Part 2: Analysis & Interpretation | Goal: Move beyond data to actionable insights. | |
| Analyzed data to identify a top-performing piece of content. | ☐ | |
| Analyzed data to identify an underperforming piece of content. | ☐ | |
| Formed a hypothesis for why something did or did not perform well. | ☐ | |
| Deliverable: A list of 3 actionable insights from content performance data. | ☐ | |
| Part 3: Optimization & Repurposing | Goal: Use insights to improve and extend the life of content. | |
| Performed A/B test on a headline, image, or CTA. | ☐ | |
| Updated and refreshed an old piece of content. | ☐ | |
| Identified a top-performing piece for repurposing into a new format. | ☐ | |
| Deliverable: An Optimization Plan for one underperforming piece of content. | ☐ |