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Transcription
Module 5, Lesson 3
Start & Scale
Content Territories
In this lesson, I'll be teaching you how to come up with a content creation strategy around what
are called your content territories. It's important to have a content strategy so that you build your
presence in line with your brand customer personas. It needs to be intentional and not random. If
you don't have a content strategy, you'll simply be guessing at the type of content that your
audience wants. Content territories, sometimes referred to as content pillars, are simply the
categories and topics that you've used to create content across. Whether that's on your social
media accounts, blogs, emails, or even paid advertising.
Once you know your content territories, it'll be much easier to create content that really appeals to
and resonates with your audience. This way, we'll always be able to source and create the right
content for our audience. So it was actually my good friend, Charl, from Love + Money Agency,
who first introduced me to content territories when we were working with him on our brand for the
5th. I asked Charl how he described content territories to you guys, and he answered, "Content
territories are the topics your brand either has authority on or interest in." As such, they should
either be tied to your rational benefits or your values.
They should represent a broad and balanced view of what's in your world and what makes you.
Typically you'd look for 3 to 5 territories and they'd range from products and promotions through
the inspiration, concerns, and questions. So that gives us a general overview of content territories.
So keeping in mind what we want from our content, in terms of adding value to our community, as
well as building trust and inspiring action. Let's come up with some of our content territories for
our brand.
When it came to working with Love and Money on the 5th, we came up with 5 content territories.
Those were products and promotions, the 5th family, wondering and wellbeing, inspire and aspire,
and rest and relaxation. We'd already been running our social channels, blog, and email content
for quite some time when we were introduced to the concept of content territories. So these were
based more off what our audience responded well to and our customer personas. Remember
when I discussed customer personas?
As a quick refresher, our 3 customer personas of the fifth were the aspirational driven customer,
the wanderer or adventurer, and the casual chilled customer, and as you can see these matched
to our 3 content territories. Inspire and aspire, wandering and wellbeing, and rest and relaxation.
The other 2 content territories will work across most brands. In a products and promotions and the
5th fam, which celebrates our customers influences and community by sharing their content. It's
always great to celebrate your customers and community wherever possible to build trust,
inclusivity, and a sense of belonging.
So you might like to use those two content territories, products and promotions, and celebrating
your community for your brand as well. Then shape the other 2 or 3 remaining content territories
around the 2 or 3 customer personas that you created earlier for your brand. Remember if you're
posting to your feed, each of these will need to appeal to your whole audience. Even if you're only
directly speaking to one part or segment of your audience.
So you'll need to make the content universally appealing. Like in the case of the 5th, travel or
wellness related content, aspirational related content like quotes, or certain lifestyle relaxing
content like being at home on the couch with your cat, in front of the fire or taking a bubble bath,
will appeal to a lot of your wider audience. Rather than being defined by a single topic or area of
interest, the 5th's content territories are defined by the mindset that we hope to inspire in our
audience and the action that we want them to take.
Let's take another example which could be a brand that sells yoga pants. So outside of products
and promotions, and sharing our community, our 3 additional content territories could be
something like in the studio. So shots of yoga practitioners and clients in yoga poses in a soft
natural light. Balance and wellbeing, so the lifestyle images of holistic wellbeing practises. So for
example, a wholesome breakfast, or a glass of lemon water in the morning, or a sunset
meditation. And daily wisdom, so quote based mantras for daily inspiration.
If we look at Drop Bottle, our 3 additional content territories could be: 1, fruit infused water
recipes, 2, healthy, wellbeing, and detox tips, and 3, place and spaces. So Drop Bottle is in
beautiful locations for example. If for some reason your customer personas don't make sense for
your content territories, simply as yourself what your customer interests are.
For example, people who are normally interested in fitness are also often interested in nutrition
and wellbeing. Entrepreneurs interested in motivational quotes, but also photos of success and
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Transcription
Module 5, Lesson 3
Start & Scale
the entrepreneurial lifestyle as a whole, and that's really the key. Post aspirational content for your
audience. Try to keep your content territories fairly limited. Like Charl, I'd suggest 3, and no more
than 5. Again, if you're not sure, look at some big social media accounts in your niche or other
brands in your industry and see how they go about it.
As an action step, I want you to choose 3-5 different content territories for your brand. Remember
2 of these can easily be products and promotions and celebrating your customers and community.
So you only really have a few left to work with. So go ahead and decide on your content territories
now and I'll see you in the next lesson.