Creating an effective content strategy is crucial for a communication plan. This page provides guidance and outlines key considerations as you develop a successful content strategy and communication plan. Download the content strategy worksheet in our brand library.
Project Overview
Begin by detailing the purpose of the project, any important deadlines or milestones, and ensure you know the budget limitations on the project.
Goals and Objectives
Establish clear and measurable objectives for your content strategy. These goals will guide your content creation efforts and help you focus your messaging effectively.
Goals:
- What are your overarching communication goals?
- What outcomes do you hope to achieve through this content strategy?
Objectives:
- Specify measurable objectives that align with your goals. Examples: Increase website traffic by X%, raise social media engagement by Y%, or boost enrollment applications by Z%.
Audience Analysis
Begin by identifying your primary and secondary audiences. Tailor your content to resonate with each group specifically.
Primary Audience:
- Who is your primary target audience?
- What are their key characteristics and demographics?
Secondary Audience(s):
- Who are the secondary audiences you want to reach?
- What distinguishes these groups from your primary audience?
- What content might appeal to them?
Messaging, Branding, and Consistency
Maintain a consistent tone, style, and visual identity across all communication channels to build brand recognition.
- What key messages are important to this project?
Content Types
Consider a variety of content formats to keep your audience engaged and expand your reach. If your content includes visual elements, include designers, photographers, and videographers in the planning process to ensure the visuals can support the goals.
- List the types of content you plan to create (e.g., articles, blog posts, infographics, podcasts, videos, social media posts).
- Describe how each content type aligns with your objectives.
Content Schedule or Timeline
Develop a content calendar that outlines when and where content will be distributed or published. Coordinate with key events, academic calendars, and university milestones.
- List key dates, events, and milestones.
- Indicate the type of content to be created for each.
- Specify the distribution channels (e.g., website, social media, email).
Measurement and Analytics
Implement analytics tools to measure the performance of your content and adjust your strategy accordingly.
- List the key performance indicators (KPIs) you will monitor.
- Explain how you will use analytics to refine your content strategy.
General Notes
- Prioritize quality and authenticity over quantity in your content creation.
- Encourage audience engagement through comments, likes, shares, and discussions if it benefits the goals.
- Foster collaboration across university departments and teams. Identify potential collaborators or contributors within the university.
- Ensure that your content is accessible to all individuals, including those with disabilities.
- Legal and Ethical Considerations: Be aware of legal and ethical implications such as copyright laws, privacy regulations, and ethical guidelines in content creation and sharing.
By following these guidelines and completing the content strategy worksheet, you will have a comprehensive content strategy and communication plan that effectively engages your target audiences, enhances the university's brand image, and achieves your communication objectives.