How to Create a Content Strategy

Note: The following content was first delivered as an asynchronous audio teaching in the first iteration of The Vision Society, recorded and delivered by Daje Aloh in 2024. Enjoy.

Listen to the additional modules from Social Media for Healers to support this training.

• Sharing Your Medicine, Module 1.2 of Social Media for Healers

• Increasing Visibility, Module 2.3 of Social Media for Healers

This training is specific to service-based entrepreneurs who are serving clients in a one-to-one, group format, or offering info products online. This training utilizes the base-structure and narrative arc introduced inside of the Subtle Sales training.

There are four elements needed for creating a content strategy.

1. An Idea of Your Brand’s Marketing Rhythms – Is your brand setup for sharing everyday? Or are you more interested in a laid back approach? How does your brand interact with it’s customers? How do people say yes to work with you?

2. An Idea of Your Brand’s Marketing Voice – What is the voice of your brand? Is it elegant and laid back? Irreverent and unserious? Light and whimsical?

3. A Product or Service Offering with a Clear Impact– What offering are you sharing through your marketing? Why? What is the desired impact of your product / service offering?

4. An Idea of Who Your Product or Service Offering is For – Who is your offering for? How do they know? Why do they care about working with you?

The four dimensions of an effective content strategy:

• Context:What is the culture / social / personal context in which your marketing is reaching your audience? What is happening in their world? What do you assume they are needing? What do you want them to know? Breaking through your assumptions about who your customers are and why they seek out the services or offerings you provide is essential here.

• Space: What platforms are you using to engage your audience? What are the rules for engagement on those platforms? Your tactics may vary depending on where you’re using video or text posts. Center your social media strategy based on verified data about where your audience spends the bulk of their time.

• Engagement:Your engagement can make or break your content strategy. This is not only about the engagement you receive from your audience, but the engagement you initiate as well. Algorithms often want to see two things, 1) that your content is interesting to your audience and 2) that you are interested in them.

• Presence:A presence-oriented content strategy does not mean that you need to be online all of the time. It means that when people engage with your content, they are stimulated into action or engagement because they felt something from what you shared. 

How to Use the Seasonal Calendar

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The Seasonal Content Planner is a framework used to plan and map out content, balancing organic content with strategic promotional content. Here's how to effectively utilize it:

1. Season's Offerings Overview

   • List the current offerings being promoted.

   • Include free and paid offerings with revenue goals for paid offerings.

   • Specify promo periods and enrollment rates.

   • Track price points for each offering.

2. Season's Narrative Theme

   • Identify the seasonal narrative theme based on the offerings being promoted.

   • Map out modules or parts of the offerings as seasonal narratives.

   • Tag narratives with specific dates or time frames.

3. Organize Content

   • Utilize the Subtle Sales three-post launch framework for content organization.

   • Use a tagging structure to map content by dates or time frames.

   • Link offerings to ensure clear call-to-actions (CTAs) in content.

4. Content Creation

   • Develop an overarching piece of content for the week (e.g., weekly email, podcast).

   • Break down the content into multiple posts using the subtle sales framework.

   • Set revenue and enrollment goals for each