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Antics Thought Leadership Planning Step 5: Develop a content strategy

When developing a content strategy, keep it fresh, keep it focused.

By Barrie Moore • General Manager, Antics Digital Marketing • December 16, 2014

Antics Thought Leadership Planning Guide

The quality of your content is critical. It must be original, fresh, provocative, and focused.

If you haven’t done it before, creating an ongoing stream of content can be daunting. But it doesn’t need to be. A content strategy that defines content attributes and creative processes will help you maximize efficiency. You need to consider everything from brainstorming potential topics to selecting the right editorial management tools. Depending on your objectives and your audience, you need to determine the right balance between different types of content, such as product information, customer stories or industry news.

How will you decide on topics that are timely and relevant? How will you leverage topics for multiple pieces? How will you maintain an uninterrupted flow of content?

Adaptability must be built into your content strategy plan.

This is a two way conversation, so you need to be prepared to respond to what your audience wants to talk about. And even the best laid plans can go awry, so consider whether you need a crisis management plan in place.

Key Planning Steps

  • Map content sources and audience needs to define gaps that can create differentiation.
  • Create a content calendar, giving consideration to content and approval flow.
  • Leverage approved content across multiple channels.
  • Build in adaptability so you can respond immediately to changes in market conditions.

Our next post will cover Step 6 – Define Your Asset/Channel Mix. If you can’t wait for the next installment, email us at and request a PDF copy of the full Thought Leadership Planning Guide.

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