Content Creation and Distribution Framework Playbook

1. Clearly set your objectives for the framework by defining what you want to achieve and aligning them with your business goals.

1. Setting your business objectives will, in turn, guide the rest of the content framework because if your objectives are clear you would know what to focus on when creating content.

2. Your content should be helping you achieve those objectives, it should be taking you closer to your achieving your objective and not further away from it.

Objective Examples:

1. Position ourselves as experts in Digital Transformation

2. Position ourselves as a company that cares about Small businesses

3. Increase brand awareness through content that aligns with our brand.

4. Educate our target audience

5. Drive traffic and engagement.

2. Define a clear purpose of why your business needs a content framework to act as a guide for content creators.

For example:

1. To guide the content creation process

2. To align the content creation strategy with the business strategy

Get answers to these important questions to help your team understand what the business is really about at its core.

**Who are we?**This is generally who you are as a company.

For example, a digital transformation company focused on empowering small businesses through digital transformation.

**What is our Vision?**The importance of having a clear vision cannot be over-emphasized.

For example, To become the preferred partner for small businesses in North America

What is our mission?

For example, through strategy and implementation, we can provide professional guidance to our clients, allowing them to maximize their potential and achieve their digital transformation goals.

**What are our values?**It will make sense if you are living your values and are able to show that in the content you create, so outlining what the values are will help the responsible teams create content accordingly.

For example Creativity, Innovation, Empathy, or Kindness

What is our Brand PromiseYour content needs to help your business deliver or over-deliver on your brand promise consistently.

For example, we promise to leave you better than we met you.

3. Outline what your value proposition is by answering What does your business have on offer? What do you offer your customers?

For example, digital content creation for small businesses.

4. Identify if your service or offering is industry-specific or not. In which industry can you find your target audience, or which industry do you want to target? For example, small business owners in the health and wellness industry.

This is important as It helps you tailor your messaging to that industry.

This should be backed by some insights/data from customer research and be in line with the overall business objectives.

Geography is important because different countries have and celebrate different holidays and events. You don’t want to be posting about a holiday that’s not celebrated in your country.

5. Decide how you want to distribute your content, depending on different factors like cost, accessibility, and reach. You will have to find out what works best for your business.

For example:

1. Website

2. Social media

3. Email

4. Business Directories

5. Third-party platforms (web/social)

6. Associations

7. Groups

Examine your social media presence and decide whether to use all channels or just a few.

Continuously research hashtags to identify what makes the most sense to use. Use them strategically in your posts on social media.

7. Decide on your content distribution frequency across all channels.

For example:

1. Core content – 3 times a week (Mon, Wed, Friday)

2. Filler content – (off days Tues and Thurs)

This frequency will determine the timeline

1. Blog Post – one day

2. Slide show – one day

Create a content calendar to guide your content distribution for the year. It is different from the social media calendar.

8. Establish a content creation flow to make the process consistent.

For example

1. Research ideas

2. Identify key message(s) for each content

3. Discussion

4. Design/write

5. Review

6. Adjustment

7. Publish/distribution

8. Convert to other formats (video, slide show, reels, audio…etc)

9. Promote post/content (when necessary)

9. Create content pillars to guide your content creation. For example, using content to educate people; is what you stand for and what you want to be known for.

An example of content pillars:

1. How we lead

2. We are leading with the interest of Small Business Owners.

3. Our content should always try to address the benefits of Digital Transformation to Small Business Owners.

4. Our Expertise

5. Digital Transformation

6. Digital Marketing

7. Small Business

8. Digital Strategy

9. Our Culture

10. Who we are

11. What we do

12. How we do what we do

13. Others

14. Landmark events

15. Announcements