Content strategy picks: audience personas and brand archetypes, why you need a strategy, and more.

Must Read Monday

Build a Better Content Strategy With These Tools

Mon Feb 10, 2014

Starting content marketing without a strategy is like doing anything else without a plan: sure, you might feel like you're doing something, but you're not likely to accomplish much. Your content strategy is what defines your purpose, your goals, your approach, and your intended audience. 

This week's Must-Read Monday features some excellent guides for anyone developing a content strategy, or trying to refine one that's already in place. 

1. How to build a better content strategy for social media (Business Review Weekly)

One of the ways many companies fail on social media is by showing up just because their competition is there, and never planning to deliver something unique or valuable to the audience they're trying to reach. Social media is a great place to engage customers, but don't forget that social channels are distribution powerhouses that run on great content. It's your job to supply it, and this article explains how.

2. Creating a Content Strategy on LinkedIn (Business2Community)

LinkedIn is one of the fastest growing social networks, and is a significant driver of web traffic, yet is still underutilized by many brands. Follow this guide to develop a strategy that targets exactly who you want to reach and get them to your website.

3. Why Is Planning Your Content Marketing Strategy Important? (Social Solutions Collective)

In case you still need to be sold on developing a content strategy, this post highlights exactly what will go wrong when you produce content without a strategy behind it.

4. Content Strategy Guide: Developing a Content Persona (King Content)

Personas are not new to marketers, but in a cluttered content landscape, they are absolutely critical to making sure your message is targeted and focused enough to actually reach its intended recipient. This post includes a downloadable persona checklist to get you started on the path to understanding your audience.

5. Brand Archetypes in Content Strategy (The Big Story)

The first in a series, this post flips the customer persona on its head, and instead asks you to define your brand archetype to help you understand how to tell your story through content. Each of these can evoke a powerful emotional response, and they can be leveraged in all kinds of ways, sometimes in combination. Bookmark this one to make sure you read the upcoming detailed posts on each archetype.

Every Monday we bring you our top 5 reads to start your week with Must-Read Monday. Let us know how you liked this week's picks, what you'd like to see in the future, and anything else that's on your mind in the comments or on Twitter @Percussion.

Karo Kilfeather, content marketing manager at Percussion Software
Karo Kilfeather
Content Marketing Manager | Percussion Software

Karo was born in Poland, and learned to speak English by watching "Saved by the Bell" reruns during her first summer in the U.S., which has left her unable to go through life without occasionally breaking the fourth wall. As Percussion's content marketing manager, she oversees and creates content that drives website traffic, engages followers, and helps fill the marketing and sales funnel. She writes about content management, content marketing, SEO, social media and web design, and how to make it all less complicated.