Whether you’re planning on launching a product or need to optimize your content marketing, the following 50 questions are designed to walk you through the process of creating your own content strategy from the foundation that will direct all your communication to your launch campaign.
Laying the Foundation
1- What is your one primary goal? Not goals “goal”. Focus here on your why?
2- What is your product or service (solution)? Explain it in two to three sentences maximum, if you can’t, then you won’t be able to communicate your value to your potential audience
3- How does your solution feed your primary goal?
4- Who is your core client?
You need to be as detailed as if you are explaining one specific person.
I often tell my clients to pretend they’re explaining to me how their cousin looks and acts like.
Even with B2B entities, the key executives you are targeting (top of the funnel) tend to have similar characteristics.
This is besides other client segments that you can also serve. Tailor your strategy to one key segment.
5- How does your solution help improve your clients’ lives or businesses?
Also, you need to be able to explain this in simple terms and in two to three sentences. Otherwise, you don’t fully understand the value of your product or service.
Your Core Message
6- To address the key pain points of your target market, what are your unique selling points? What is special about what you bring to the table?
7- What are the 3 most important features you should highlight in your solution? They need to directly cater to the pain points you are addressing
8- What are your core message pillars?
Using the above two answers, identify 3-5 main themes that align with your expertise.
List a few key points that you’d like to stress across all your content. (i.e democratizing real estate investment; low-barrier financial investment; gamifying health…etc)
Understanding Your Audience
9- Where does your target audience spend their time online?
10- What content formats do they prefer (video, text, audio)?
11- What questions will they have about your solution?
12- Who influences their buying decisions?
For B2B Map Out the Decision Process
For B2B buying decisions involve several key members. Try to map out the typical key decision-makers involved.
13- Who is most likely to see the information?
14- Who advocates for your solution?
15- Who uses it and their opinion will be considered?
16- Who is the ultimate decision maker? Who approves the buying decision
As you create content marketing tailored for the buyer journey, you’ll create different content for each of these key decision-makers.
17- What are the key messages that will appeal to each of the above?
Tone of Voice
I’ll create a separate free resource that goes into creating a complete brand tone of voice and communication guidelines, but for now, the following questions will help shape the foundation.
18- Based on your answer to question 4, what type of personality most appeals to your customer base?
(i.e well-established and serious; young and tech-savvy; casual and relatable; experienced and professional)
Write a full paragraph if you need to explain the type of person your core client would respond well to and connect with.
19- On a scale of formal to casual, where does your brand stand?
20- On a scale of funny to serious, where does your brand stand?
21- What emotions do you want your content to evoke?
22- How can you make technical features sound approachable?
23- What examples can you create to guide your team when creating content?
Content for Each Stage of the Sales Funnel
Top of the Funnel (TOFU)
24- How do my potential clients first realize they have this problem? OR How do I make them realize their existing problem?
25- What questions do they ask at the beginning of their search?
26- Which channels do they use for initial research?
27- What content formats work best for introducing my product category?
Here you need to benchmark the typical content and channels your ideal clients use with what the latest stats list as popular for your target audience (for B2Bs follow our LinkedIn newsletter, we often feature these results)
Middle of the Funnel (MOFU)
Your client is considering your solution and comparing it with potential competitors, content designed for this stage needs to go beyond the surface to address key concerns and reduce perceived risk.
28- What information do prospects need to evaluate and validate solutions?
This can be social proof, numbers, case studies,…etc. Your current clients are a key resource here, ask them.
29- How can you demonstrate your solution’s unique value proposition?
30- What key points reduce the perceived risk associated with my product or service?
31- What comparison criteria matter most to your audience?
32- What objections come up during the research phase?
Bottom of the Funnel (BOFU)
33- What final pieces of information trigger a purchase decision?
34- What concerns might stop someone from buying?
Check common concerns or complaints reported about your competitors, ask current and potential clients during your meetings. Creating SEOed content that directly addresses these concerns will do wonders for your business.
35- How can you make the purchasing and post-purchase process clear and simple?
36- How can you set accurate expectations about the implementation process or usage?
Retention
37- What content will help customers get the most value?
38- How can I encourage customers to share their success?
39- What ongoing education do customers need?
Blogs and newsletters are the best two tools here, especially for service-based companies.
40- How can I keep customers engaged with new features?
Cross-Funnel
41- What metrics matter most at each stage? (i.e engagement, messages, downloads, demo requests…etc)
42- How can you maintain consistency while addressing different needs?
43- How can you create smooth transitions between stages?
44- What call-to-actions are appropriate for each stage?
Resource and Implementation Planning
45- What’s your content marketing budget?
46- Which team members will be assigned the implementation and monitoring of the strategy? Which functions will you outsource?
47- What software and tools do you already have? What additional resources do you need?
Pre-Launch and Launch
48- What content is most suitable prior to launch, to create a buzz?
49- How will you build anticipation before the launch?
49- What are the key messages that need to be communicated during your launch?
50- Which content formats and social media channels need to be prioritized during your launch?
51- What content needs to go live first?
52- What content should you have ready for common customer questions and contact messages?
53- How can you leverage early customer feedback?
54- What’s your plan for responding to negative public reactions, reviews, and crises?
Distribution Strategy
55- Which social media platforms make the most sense for your products and services?
56- How will you maintain momentum after the initial launch?
57- Who are potential partners or influencers you could work with? They need to align with your brand’s personality and values.
58- How can you encourage user-generated content?
59- What paid promotion channels should I consider?
60- How can you re-purpose content across different channels and buying stages?
Measurement and Optimization
61- Which key metrics will you track and how?
62- What does success look like for each of the TOFU, MOFU, and BOFU content?
63- How often should you review and adjust your content strategy?
64- What feedback loops can you create with early users?
65- How will you know if my messaging is resonating?
Yes, the above is a long list and needs some solid research, but the result is a smooth sale for your launch, revamp, or growth plan.
If you need someone to step in and help at any point, feel free to contact us and we’ll take it from there. You can also schedule a consultation call.