CG #046: How To Build A Content Strategy

Hello 👋🏾

Welcome to edition #046 of the Chase Growth Newsletter!

A peek behind the scenes of what I am building online.

I have an exciting update for you at the bottom today!

It’s something I am proud to be able to share with you guys.

One letter goes out each Saturday encompassing but not confined to:

• Tech + Systems To Build Your Brand/Business Online

• Curated Content Creation Concepts

• Personal Development Tips

Today's edition be a 3 minute read.

Let's dive into it.

How To Build A Content Strategy

Last week I shared how to go viral in 2024 on IG.

When I re-read the post, two things stuck out for me…

1. I am getting good at documenting through writing

2. I never mentioned that virality is only 1/4 of a good IG strategy

Today I want to fully explain the other 3/4 of the equation.

Virality alone will get you numbers and vanity metrics, it will not get you $$.

With that in mind, there is one important concept we need to acknowledge.

This concept is referred to as a sales funnel.

In a funnel, you start broad at the top and narrow as you get to the base.

This represents the drop-off as people move from stranger to customer.

An effective content strategy helps to facilitate this process.

For the sake of simplicity, we will break our funnel into three parts.

Top of funnel (TOF), Middle of funnel (MOF), Bottom of funnel (BOF)

TOF

Here, the focus is on getting new eyeballs on your product/service.

Viral content is great, but it only helps for TOF marketing.

Without other touch points, customers get lost on the journey.

MOF

MOF is where you warm up the audience.

This type of content is not created to go viral.

The goal of this content is to show your authority/expertise.

BOF

Finally, bottom-of-funnel content is used to make conversions.

Testimonials and strong offers work well for this stage in your content funnel.

The goal of a good social media strategy is to get people to the email list.

By subscribing, they show with their actions that they might buy from you.

Onward.

Ok, now that we have a small understanding of that concept, let’s dive deeper…

There are many types of content you can create on Instagram.

Each type is best suited to different points in the funnel.

The breakdown looks something like this:

TOF - Reels + two sliders

MOF - Stories, IG Live, Carousel, Single Image (with long caption)

BOF - Stories, Carousel

Notice how stories and carousels occupy both MOF and BOF.

The main difference is the CTA you use in these types of content.

If you ask for engagement, you can consider this middle-of-the-funnel.

If you ask for them to leave the platform, this is BOF.

Pretty simple stuff.

Next, I want to make one thing 100% clear…

There are 4 types of content every good Instagram brand should create!

1. Viral content (TOF)

2. Authority content (MOF)

3. Curation + Storytelling (MOF)

4. Testimonials + Social proof (BOF)

Like most things in Marketing, this is not a one-size-fits-all all equation

However, this is a good place for anyone looking to start and online brand.

That’s enough theory. Time for you to take action.

Announcement!

There has recently been a steady uptick in interest in my work on IG.

Like most busy 20-somethings, I don’t have a ton of time to give 1-1 help.

So I created the most valuable digital asset I have ever made.

In short terms, an all-value, no-fluff summary of the best tips for IG marketing.

I bottled my 5 years of experience into 5 videos.

No time wasted on either of our ends, and value created for all involved.

If this sounds interesting to you, check it out, let me know what you think!

Some Interesting Finds From Last Week:

📺 Watch this: How Time Works

📺 Watch this: Building A Billion-Dollar Cookie Company

That’s it for this edition of the Chase Growth newsletter.

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If you found no value, please consider unsubscribing.

Until next time, take care.

CH

When in doubt, Chase Growth