How do you use the Content Strategy Canvas to define your content strategy?

1 Step 1: Content Vision

The first step is to articulate your content vision, which is the overarching purpose and direction of your content. It should align with your brand vision and values, and answer the question: why do you create content? Your content vision should be concise, clear, and inspiring, and guide your content decisions throughout the strategy. For example, your content vision could be: to empower people to achieve their personal and professional goals.

2 Step 2: Content Objectives

The second step is to define your content objectives, which are the specific and measurable outcomes that you want to achieve with your content. They should align with your business objectives and user needs, and answer the question: what do you want to accomplish with your content? Your content objectives should be SMART: specific, measurable, attainable, relevant, and time-bound. For example, one of your content objectives could be: to increase website traffic by 20% in the next quarter.

3 Step 3: Content Audience

The third step is to identify your content audience, which is the group of people who you want to reach and engage with your content. It should be based on your user research and personas, and answer the question: who are you creating content for? Your content audience should be segmented into different groups based on their characteristics, needs, goals, and preferences. For example, one of your content audience segments could be: young professionals who want to learn new skills.

4 Step 4: Content Channels

The fourth step is to select your content channels, which are the platforms and mediums where you distribute and promote your content. They should be based on your channel analysis and strategy, and answer the question: where will you publish and share your content? Your content channels should be chosen according to their suitability, reach, and effectiveness for your content objectives and audience. For example, some of your content channels could be: your website, blog, email newsletter, social media, and podcast.

5 Step 5: Content Tone

The fifth step is to define your content tone, which is the attitude and personality that you convey through your content. It should be based on your brand voice and style guide, and answer the question: how will you communicate with your content audience? Your content tone should be consistent, appropriate, and engaging for your content objectives and audience. For example, some of the attributes of your content tone could be: friendly, professional, informative, and motivational.

6 Step 6: Content Metrics

The sixth and final step is to determine your content metrics, which are the indicators and methods that you use to measure and evaluate the performance and impact of your content. They should be based on your content objectives and data sources, and answer the question: how will you know if your content is successful? Your content metrics should be relevant, reliable, and actionable for your content objectives and audience. For example, some of your content metrics could be: page views, bounce rate, conversions, engagement, and satisfaction.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?