How Mention’s Content Strategy Adapted When Our Whole Business Model Shifted

Brittany Berger
Jan 31, 2017 · 7 min read

The backstory

Like I mentioned before, Mention moved upmarket. We were no longer building a basic monitoring tool for anyone, trying to help everyone a little bit. Now we were a powerful monitoring platform for growing digital agencies and businesses, helping this smaller group a lot.

How to prioritize when developing a new content strategy

1. Braindump ideas into a “to do someday” list

The first step is to do a massive braindump of all the things you could and should do. However your team normally braindumps and brainstorms, do that. Talk to the other departments on your team, interview customers, do your research.

2. Identify your starting point

You probably came up with a zillion (or maybe a zillion and one) different tactics and content pieces to try during step 1. That’s normal…content marketers are great at idea mode.

  • Start with any large projects that need to be broken down a lot and completed over time
  • Plan out how items can stack on top of each other

3. Go, go, go!

Once you’ve nailed down a smart, strategic order to cross to-dos off in, it’s time to sprint on it.

Developing a new strategy takes time

No matter what, don’t go into creating a new content strategy thinking it’s something you can completely implement right away. Without unlimited resources, that’s just getting your hopes up to be stressed out and disappointed later.


Mention

Simple yet powerful monitoring tool for your brand, competition, industry, and more, anywhere online.

Brittany Berger

Written by

B2B content unicorn 🦄, founder of Work Brighter community, highly ridiculous human

Mention

Mention

Simple yet powerful monitoring tool for your brand, competition, industry, and more, anywhere online.