13 Simple Questions to Help You Draft a Winning Content Strategy

13 Simple Questions to Help You Draft a

Winning Content Strategy

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But the 13 content strategy questions here will hone your focus and keep your content on track.

Use your answers to help you see clearly, avoid excuses, and remove distractions. Use these questions to keep you accountable.

Set aside an afternoon, ask yourself these questions, and document the answers here.

Ready? Let’s get started.

A lack of a documented content strategy could be holding you back.


Who are your users?

Identify and specifically describe the members of your audience.

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Who are your competitors?

Who or what can take prospects away from you? And not just your direct competitors.

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What do you bring to the table?

How do you fit into the market? What do you bring to the table that no one else can? What makes you unique?

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What do you hear?

What are your customers saying? What are the recurring themes, in regard to their dreams and challenges?

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What content do you already have?

You need to assess the content you already have on your website, blog, and social media platforms.

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What is the purpose of your content?

Is your content intended to drive sales? Generate leads? Build authority? Increase organic search traffic? Please your mother? All of the above?

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How often should you publish content?

Once a week? Daily? Answer this question to identify your resources.

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How will you distribute your content?

Which social media platform(s) will you focus on? Where is your ideal audience? Who is going to share your content? Are you going to use scheduling tools?

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Who is in charge of your content?

Is it you? Should it be you? You may need to hire someone to write new content and manage existing content.

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Who will produce your content?

Who’s going to do the research? Write the content? Design it? Will these people always be available when you need them?

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Who is going to maintain the content?

The content on your website is like a garden. It needs to be cultivated. Name that person, and create a schedule.

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Who is responsible for the results?

If you have a small team, make each person responsible for some area of the content. Make sure these goals are measurable, achievable, and specific.

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What’s your destination (core strategy)?

State what you need to accomplish, determine the type of content that will help you achieve this goal, and create a plan to help you accomplish it.

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Use these guidelines to create a core strategy:

Aspirational Create a goal that gives you room to stretch, fail, get back up, and grow.

Flexible Your core strategy should allow you to adjust as your environment changes around you, without having to make a drastic pivot.

Meaningful Does your core strategy align with your values, and will you be able to sustain it and endure challenges over the long haul?

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13 Simple Questions to Help You Draft a Winning Content Strategy