How to Build A Content & Channel Strategy in 2021
A simple 15-step, start-to-finish guide
You have so many questions. All the cool kids are on TikTok, should I be on TikTok? Should I hop on Instagram Reels and tell my life story? Is logging on Pinterest akin to watching tumbleweed in the desert? The idea of being in front of a camera gives me vertigo — should I be on YouTube? Should I blog, podcast, or send 10,500-word emails as the gurus of the moment keep preaching?
It’s easy to feel overwhelmed since it feels as if there’s a new strategy, tactic, or course of action spouted every five minutes.
A few brands with a stockpile of cash jump on a channel, their escapades get written up in AdAge or The Atlantic, agency acolytes with their equally shiny hair give their authoritative spin on single-paragraph LinkedIn posts, and all of a sudden everyone gets FOMO.
Or a severe case of desperation.
I will parrot this stat until I’m six feet under, 77% of consumers wouldn’t care if all the brands in the world vanished.
Brands are noisy, lack purpose and a fundamental means of communicating it — too often concerned about how they “look” rather than what they’re doing for their customers…
