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Core Values & Content Strategy

Wondering what to blog about? Whether you're a brand or a blogger, you need a content strategy. Here's how to determine your core values and use them to drive your content.

One of the common questions I hear is this: how do I figure out what to blog about? When I meet with brands to discuss a content strategy, this is one of their biggest concerns. How will they find and create new, relevant content without straining their resources? I hear this same question from individuals that are trying to grow their own personal brand as well.
It's All About Core Values.

Core values are the DNA of your brand, and should be the driving force behind your company or brand. This can directly translate to your content strategy as well.

So how do you determine your core values? Here are four questions to ask.

  • What is unique about you or your brand?
  • Why should people care?
  • What are you passionate about?
  • Why are you doing what you’re doing?

If you’re having trouble answering those questions, you can start with a different question.

  • What makes you angry?

That little trick will help you answer the first questions. For further inspiration, take a look at the core values of large companies like Google and Zappos.

Once you’ve figured out your core values, you can start using them as fuel for your content strategy. You can break your strategy out into three areas.
1. Thought Leadership
2. All About Me/Us
3. Informative
4. Product Info

Thought leadership establishes why you’re an expert in your field. “All About Me” is writing about innovations and discoveries. Informative applies to everything from latest news to how-to instructions. Product info highlights the latest information about your products.

If you're focused more on a personal brand, don't discount the point about products. Chances are you offer a product, whether it's the post themselves, you as a speaker, or your services as a consultant. Think widely on the idea of topics.

Once you’ve got core values + content areas, you can easily begin building your strategy. 

Stay tuned for part two of connecting those dots next week. Enjoy the video from my Periscope cover this topic below. I offer writing and blogging tips each morning on Periscope live at 10:30am EST. Find me as @CecilyK.
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