Playbook: From Aspiring Purpose to Content That Builds and Sells

Navigating the journey from a grand strategy presentation to the daily creation of content that both builds the brand and drives sales is a path of meticulous planning, creativity, and consistency. It all starts with a clear understanding of the purpose outlined in the strategy. This purpose acts as the compass for all content creation efforts, ensuring that each piece of content, no matter its size, contributes to the broader goals of brand building and sales.

Purpose Definition: The first step in this journey is to articulate the brand's core purpose and objectives. This step involves deep reflection on the brand's mission, vision, and values, ensuring that companies core the content strategy is aligned with these foundational elements.

Translating Purpose into Actionable Strategic Themes
The first step in this journey is to distill the strategy into actionable strategic themes that support the overall purpose. This process involves breaking down the overarching purpose into specific, measurable goals that content can directly support. For example, suppose the purpose is to position the brand as a leader in sustainability. In that case, content should consistently communicate the brand's commitment to sustainable practices, highlight sustainable products, or share stories of positive environmental impact.

Crafting Content That Connects
Secondly, creating content that resonates with your audience is crucial. This means understanding their needs, interests, and pain points, and crafting value propositions that speak directly to them. By doing so, the content not only builds the brand but also creates a connection with the audience, making them more likely to convert into customers.

Consistency: The Key to Brand Identity
Consistency in messaging and visual identity across all content is key to reinforcing the brand. Every piece of content, whether it's a blog post, social media update, video, or advertisement, should be unmistakably part of the brand's ecosystem. This consistency helps to build brand recognition and trust, which are essential for driving sales.

Strategic Content Planning and Calendar Creation
Thirdly, develop a content calendar that aligns with these goals. This calendar acts as a roadmap, detailing what content will be produced when it will be released, and on what platforms. This planning ensures that there is a steady stream of content that is both relevant to the brand's purpose and engaging to the audience. It's important to balance educational, entertaining, and promotional content to keep the audience engaged while subtly steering them toward making a purchase.

Measuring Success and Making Adjustments
Finally, it's important to measure and adjust. By tracking the performance of content against the objectives set out at the beginning of the process, you can understand what resonates with your audience and what doesn't. This feedback loop allows for continuous improvement of content strategies, ensuring that every piece of content is more effective at building the brand and driving sales.

If you want a presentation of our playbook please contact Susanne Lund at sl@cphstrategy.com