How to Use Content Themes to Connect Your Content Marketing Strategies with Your Core Values
As a business owner, one of the most important strategies that you have to incorporate into your business plan is content marketing and we’ll use content themes to connect to your core values. At its core, a company’s content marketing entails why you create content, who you want to help, and how you aim to assist them in ways that no one else can. Typically, content marketing is used to build an audience and achieve one of these results at the very least in regards to…
Through content marketing, your organization allows your existing customers to know even more, and new or potential customers will develop more ideas about what your business is really about. With the abundance of social media platforms these days, you have many venues where you can share your content. From blogging to posting on Facebook, to tweeting on Twitter, you can reach out to your customers much easier.
However, your content marketing strategy should not just be about providing information to your audience, however, it should also be linked to your business values. You can achieve this good connection with the use of content themes.
The Importance of Content Themes
You already know your business has many competitors, but there are even more rivals in the online world. The Internet is such a magnificent thing, and these days, people turn to it to find answers to their questions. It is indeed good news for most individuals how convenient the Internet has become – even solving problems is usually an easy task.
While there may be a plethora of options for online users, this benefit creates a dilemma for businesses and brands. It is so easy to get lost in the sea of content, so how are you going to stand out? One of the things that most entrepreneurs forget is related to the content they provide to people: content themes.
Why are content themes important to your business? Content themes are simply what you write about and post for your followers to read. You can have weekly or monthly themes, whichever would satisfy your readers. Regardless of the frequency, as long as you have these themes, you will be able to form hooks. Readers will keep coming back to your website, social media page, or blog to seek for other related posts.
It does not sound complicated at all. In fact, themed ideas are almost always right in front of you. Every day, your existing and potential customers are providing you with these theme ideas. What you need to do is to look at what they are posting and sharing on social media. These posts will tell you what they are interested in.
Matching Your Business Values
The content theme ideas are not everything your customers talk about. While it is important that you are providing them with content they like, what you post should also match and strengthen your business values. How do you do this? The very first step is to define your target market.
You should never post content without defining who you want your readers to be. While you may want everyone to appreciate your articles or blog posts, it is not how things work. Imagine a website that provides a variety of topics that you do not even know what its goal is. For this reason alone, you want to know your target audience so that you can determine what to post based on their interests.
Defining your audience is not always easy like you are just defining their location, age, and gender which was the case before. Interests are now crossing every demographic boundary. To identify relevant content themes, you should not just consider your vertical; it should also be about your target market’s lifestyle.
The next step now is to understand what your goal is in creating content themes. Your business should not just be about revenues and how you can deliver products or services to your customers. You should also be ready to become a go-to source for a variety of things like the ones below through your content such as…
Ways to make your customers’ lives better
Relevant news updates
Points of interest
You can create blog posts, infographics, videos, and feature articles for your customers. These examples all appeal to a really broad audience today. However, if the content you provide does not adhere to the specific requirements and desires of your customers, it will not give the positive results of content marketing. If you really want to provide your target market with something that they will find useful, interesting, and effective, you should offer relevant content while making sure it matches your core values.
For example, one business sells personalized costumes for Halloween, Christmas parties, and other events. This particular business believes they can provide a fun way for people to dress up while showing their customers’ creative side. The next step now is to look at what the customers talk about in the comments section of the company’s social media page as well as the business values and use both to create content themes:
- A customer posted about trick or treat candies.
- “Top 5 Halloween Costumes for a Ladies’ Night Out”
- Great Accessories to Bring to a Party
- DIY Christmas Party Dresses
- How to Lose Weight in 10 Days
From 1 to 4, these posts are relevant to the business as well as the values of the company. Those four can be used to create content themes, which will allow the customers to know more about the brand.
How to Create Content Themes
With an effective content theme, your customers are guided as to what to expect from your company for every post you offer. You can connect the interests of your target market with the beliefs of your business. Here are some tips for creating a strong content theme:
Have three to five themes to serve as guardrails in which almost all your content should follow these themes.
While the themes should be relevant to your products or service, business, and your core values, they should still be different yet specific. They should not overlap but should be able to show your point of view. Of course, they should be appealing to your target market and if possible, to the general public.
Your content should be inspiring while providing help to the readers. Interesting content usually tells a story. Having themes make your content even more compelling because they can assist you in adding structure to your content marketing strategy. Themes fuel creativity as well and can provide you with an assurance that you are covering the key messages as you reach your key customers and prospect bases.
Examples of Content Themes Based on the Company’s Values
To help you understand better about content themes and how you can create them for your business, here are some examples that you can use as your guide:
Problem Solver is a company that aims to do exactly what its name says: to help solve problems. The company believes that people’s lives are all about solving one problem after another and it can be done by surrounding one’s self with people who are willing to hop from one problem to the next. The customers of the company often talk about their problems at home, school, and at work, while others would offer advice on how to solve those issues. Some of the posts that the company has come up with included the following:
An article about “Steps on How to Overcome Problems Anywhere”
Simple mind games that can enhance the mental and analytic skills of the readers
A post about how to widen your social circle with the right people, particularly those who have a positive mindset
A sports apparel company believes that the foundation for everything they do is their excellence in performance. They cater to athletes as well as those who are passionate about sports. Their customers are of course very much interested in many sporting events, the athletes’ clothing, and anything that has something to do with their favorite sport. The themes that the company has come up with for their content are:
- A collection of photos of basketball legends
- Photos of athlete clothing that are currently trending on Twitter and other social media sites
- A post on how to dress like the top athletes today
- A post that encourages a debate over a certain sports team versus another sports team to know which one is better
- An ice cream company strives to be different from other companies in the US. Their business values state that they provide delectable ice cream products and at the same time they aim to minimize their impact on the environment through the use of safe and sustainable methods of producing food. The target customers of this business are ice cream lovers who care for the environment as well. With this in mind, the company can deliver the following content by concentrating on themes based on their values and the interests of their customers:
- Recipes for healthy homemade ice cream
- Social media posts from famous people about ice cream and other desserts
- A post about the weird flavors of ice cream from around the world
- A children’s toy store offers not only toys that kids love to play with, but it also gives the young ones the chance to build their own toy. They believe that the best gifts are those that come from the heart. Their content is for the parents of the children. The parents actively post on the Facebook page of the toy store about their children’s favorite toys and games among others. The toy store used the posts as a guide to creating content with the following themes:
- Handbook for parents to help them guide their children in building toys
- Tips on how to select the right gift for the children
- How to clean and care for toys
Twitter is a social networking website that allows its users to “tweet” about whatever they want. This social media giant believes that they should “give everyone the power to create and share ideas and information instantly, without barriers.” With over 61 million followers, Twitter also tweets about various things, but as a reflection of their business values, the content mainly focuses on these themes:
Creating hashtags that allow people to respond to current events and interesting topics such as #InternationalCatDay for cat lovers and #BookLoversDay for fans of books
Retweeting users’ tweets to encourage other people to use the social networking site regularly by expressing themselves
Allowing other people to respond to questions such as Top 5 lists and the like
A shoe company aims to help the needy by donating a pair of shoes every time it makes a sale. The mission is to alleviate poverty while making life better for other people. To encourage other customers to help with this mission, the company has some content themes based on the interests of their readers while taking into consideration their core values which involve helping the less fortunate:
A post about the rewards of generosity
Encouraging the customers to share their stories about helping other people especially those who are in need
A post about celebrities providing assistance for poor children in Africa and their families
In its simplest definition, the business values are your company’s fundamental beliefs. You use them as guiding principles that command how you and your staff should perform and behave, usually toward your customers.
What Does Your Business Stand For?
Before you can create content themes, it is important that you know what your business believes in first. To help you in knowing what your organization stands for, there are two things you need to answer:
In five words or less, describe what your product or service does to help your customers.
Using two words, what does your business represent?
As you provide answers to the two questions above, you will discover what your company believes in. You can use this piece of information to drive content that motivates, assists, and captivates your target audience.
- Themes help you create content that reinforces your business’ core beliefs.
- They live in the “sweet spot” between business values and customers’ interets.
- Create 3 to 5 themes that are different from each other and not too generic.