A content strategy is the planning, production, publication and management of content. A great content strategy will attract members to your community and engage them once they’re there through the value the content delivers. That value might be learning how to use your product or service better, gaining insights from other members, learning a new skill, or many other things. From sparking meaningful conversations to providing valuable insights or knowledge, a well-crafted content strategy can elevate brand communities from mere audiences to active participants in a shared journey. In this article we delve into the key steps and considerations for developing an effective community content strategy, with examples of brands that excel in community engagement through their content:
Before embarking on crafting a content strategy, it's essential to have a deep understanding of your audience – their preferences, interests, pain points, and aspirations. Conduct thorough research, analyze demographic data, and leverage insights from community interactions to gain a nuanced understanding of your member's needs. For instance, if you're managing a fashion brand community, knowing that your members are primarily interested in pre-loved or second hand clothing will inform the direction of your content.
Establishing clear objectives is crucial for shaping your content strategy and measuring its effectiveness. Are you aiming to increase brand awareness, drive product adoption, foster member loyalty, or all of the above? Define specific, measurable goals that align with your overarching objectives and the needs of your community members. Airbnb's community-driven content strategy is built around fostering a sense of belonging among travelers and hosts alike. By showcasing authentic stories of memorable stays and cultural exchanges, Airbnb not only boosts brand awareness but also cultivates trust and loyalty within its global community.
If you’re not yet clear on your audience’s needs or the objectives of your content, check out this article before progressing to step 3.
There is an abundance of content on the internet, so make sure you’re not just creating more content for the sake of it. What content are you uniquely positioned to create for your members? What are you the authority on? Take Multiverse, for example, a tech company on a mission to democratise access to the best careers through professional apprenticeships. Their global community is exclusively for individuals who are currently going through, or have previously gone through, one of their apprenticeship training programmes. They could create content on many number of things, but as the world’s first dedicated community for apprentices, they prioritized sharing the real-life stories and experiences of their community of apprentices - something no other brand could offer.
Content can take many shapes and sizes - articles, videos, podcasts, infographics, user-generated content and more. Consider the preferences and consumption habits of your members, as well as the resource available (budget and skills) to create content, and what format best suits the information you are trying to convey. For example, if you want to create some user-generated content with testimonials around a product, an infographic will likely be less appropriate than a short video or article. Or if the primary purpose of your content is to deliver scalable, searchable customer support or answers to common customer queries, articles might be where you start. Experiment with different formats to see what resonates best with your community.
The three most common authors of content within a community are:
.1 - it’s often best for you (or someone else within the organisation) to author the content if it’s specifically about your product or service as this is what you’re the authority on
.2- if you’re creating content around a niche topic that is relevant to your brand but that you might not be the expert voice on, you might what to commission an external specialist to create the content. This can also be useful if you want to distribute the content to a broader audience (of potential community members) by encouraging the author to share, and can help build credibility for your organisation in this field
.3- User-generated content is not only a resource-efficient way of delivering content but offers a great engagement opportunity for members. By involving your audience in co-creating content, you not only amplify their voices but also strengthen their sense of belonging and identity with the community. The output is compelling, authentic content to share within and beyond your community. User-generated content is particularly powerful in the form of testimonials around your product or service.
Rather than viewing content as static, increase its dynamism and potential for engagement by encouraging member participation around the content itself. Through acknowledging user contributions, creating discussions around pieces of content and nurturing a supportive and inclusive community culture, you lay the foundation for long-term loyalty and advocacy. And by extending the conversation around the content and offering members the chance to share their perspective, you offer active participation opportunities as well as the chance for other members to gain more value from those insights.
Harness the power of data analytics and user feedback to gain actionable insights into content performance and audience behavior. Monitor key metrics such as engagement rates, click-through rates, and sentiment analysis to gauge the effectiveness of your content strategy. Iterate and optimize your approach based on data-driven findings to continuously enhance the relevance and impact of your content.
In conclusion, a well-crafted content strategy is indispensable for driving repeat engagement and delivering value within a brand community. By understanding your audience, setting clear objectives, getting clear on your unique offering, deciding on content formats and who the content should come from, creating dialogue with members around the content, and learning what works (and what doesn;t!), you can create a dynamic content ecosystem that fuels community growth and advocacy.