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Content Strategy Worksheet: Step 1: Brand Description

The document provides steps to develop a content strategy for social media, including describing one's brand, analyzing competitors, determining a unique brand twist, and establishing a content theme strategy. The brand focuses on sharing healthy recipes, wellness, and lifestyle content. Top competitors use Instagram and TikTok regularly. The unique twist is an authentic aesthetic with real and raw content. The content theme strategy includes weekly recipe posts, daily social engagement, and topics of food, health, and behind-the-scenes content, using consistent neutral colors.

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Dominique Arguelles
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236 views

Content Strategy Worksheet: Step 1: Brand Description

The document provides steps to develop a content strategy for social media, including describing one's brand, analyzing competitors, determining a unique brand twist, and establishing a content theme strategy. The brand focuses on sharing healthy recipes, wellness, and lifestyle content. Top competitors use Instagram and TikTok regularly. The unique twist is an authentic aesthetic with real and raw content. The content theme strategy includes weekly recipe posts, daily social engagement, and topics of food, health, and behind-the-scenes content, using consistent neutral colors.

Uploaded by

Dominique Arguelles
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Content Strategy Worksheet

For this worksheet you will develop a strategy for your social media content. To do this, we need
to have an understanding of the brand, the competitors of the brand, and a content theme
strategy. Follow the steps below to create your own content strategy.

Step 1: Brand Description


In this step, you will clearly state what is your brand and the value you will provide to the
personas which you created in the audience analysis worksheet. Fill out the section below
based on what you have previously created.

1. What is your brand name?


a. Bite of Well
2. What is the main purpose/message of your brand?
a. Sharing good food recipes, health, wellness, fitness, photography and lifestyle
content. Rebranding what it means to be “healthy”
3. Who/what are the targeted personas? (use the last sentence from the audience
analysis worksheet)
a. Madison, a 22-year-old college student looking to get into health/wellness.
b. Nick, a 32-year-old man who wants to enhance his photography skills.
4. What value will your brand provide to your audiences?
a. The value that my brand will provide will be realness, raw and pure authenticity. It
will be all about spreading awareness to important things in our lives and to not
compare ourselves with others.

Step 2: Competitor Analysis


You can use google search, hashtag analysis, or other methods to find competitors. You will
want to find the top competitors within your field and decide if the analysis above is an accurate
reflection of the audience and channel strategies. You will find 5 competitors and analyze
three of their social channels per competitor.

Competitor Competitor Competitor Competitor Competitor


@herhealthfu @lifebygabb @edenvonwe @lifestyle.byl @madsmaley
lplate iss ea

Channel 1 Instagram Instagram Tik Tok Tik Tok Instagram

Channel 1 9,734 24.2k 341.1k 42.1k 14.5k


following
Channel 1 Posts Every day 2-3 times a 3-4 times a 4-5 times a
Posting regularly on week week week
Quantity her stories
and 3 times a
week in
newsfeed

Channel 2 Tik Tok YouTube Instagram Instagram Tik Tok

Channel 2 339 232 16.1k 5,198 13.6k


following

Channel 2 1 time a week Every 2 2-3 times a 3-4 times a 2 times a


Posting in newsfeed weeks day in stories week and 5 week
Quantity and 2-3 times times a day
a week on stories

Channel 3 Website Website Website Podcast Website

Channel 3 Not as much Not as much Not as much Not as much Not as much
following as instagram as instagram as instagram as tik tok as instagram

Channel 3 not as many One times a Almost never 1 times a Almost never
Posting as Instagram month week
Quantity or tik tok

Competitor Reverse Engineer


After looking at your competitors, it is time to start thinking about the different types of content
and which platforms you should participate in. Get inspiration by looking at your competitors,
exploring the hashtags they are using, what types of content have succeeded for them, and
what is the strategy they’ve used. Fill out the following for each competitor.

Competitor: (@herhealthfulplate)
What makes this competitor different from others?
What makes this competitor difference from others is that they use Instagram reels more often.

How do they make their content consistent?


They try to post things that are within the health and wellness circle. Sometimes fitness content,
food content or wellness/lifestyle.

What are their top 3 content topics?


1. Healthy food recipes
2. Wellness
3. Mental Health
What types of visuals do they use?
They use regular pictures, stories and reels.

Do they use a color strategy? Is it one color strategy or a rotating color strategy?

Competitor: @lifebygabb
What makes this competitor different from others?
What makes this competitor different from others is that they are able to expand in more than
one way. They come up with simple, minimalistic content that it is not difficult to make and it
might not be the best high quality, but they post constantly which makes them grow.

How do they make their content consistent?


By using different visuals. One day they post a picture, the next day a reel and they are
constantly posting on stories and being active.

What are their top 3 content topics?


1. Food recipes
2. Lifestyle
3. Yoga/wellness

What types of visuals do they use?


The types of visuals she uses are newsfeed pictures, videos, reels and stories.

Do they use a color strategy? Is it one color strategy or a rotating color strategy? (you can use
screenshots to show the colors)

Competitor: @madsmaley
What makes this competitor different from others?
What makes this competitor different from others is that she posts something every single day
and she is constant active throughout the day too.

How do they make their content consistent?


By posting a food recipe, a selfie or fashion content. She is also posting regularly on stories.

What are their top 3 content topics


1. Food recipes
2. Selfies
3. Fashion/outfits

What types of visuals do they use?


Stories, pictures, videos, reels.

Do they use a color strategy? Is it one color strategy or a rotating color strategy? (you can use
screenshots to show the colors)

Competitor: @lifestyleby.lea
What makes this competitor different from others?
Her Instagram reels and daily stories. She posts 2-3 times a week on her newsfeed, but she
posts a reel almost every day and she is active on her stories.

How do they make their content consistent?


She makes her content consistent by always being active and always having something to post
whether on the newsfeed, reel or story.

What are their top 3 content topics


1. Lifestyle
2. Food
3. Fashion

What types of visuals do they use?


Stories, posts, videos, reels

Do they use a color strategy? Is it one color strategy or a rotating color strategy? (you can use
screenshots to show the colors)
Competitor: @edenvonweiss
What makes this competitor different from others?
Her way of filming and editing her videos on Tik Tok

How do they make their content consistent?


By posting almost the same thing or things that are inside the same circle of her brand
objectice.

What are there top 3 content topics


1. Hair/beauty
2. Food
3. Fashion

What types of visuals do they use?


Videos

Do they use a color strategy? Is it one color strategy or a rotating color strategy? (you can use
screenshots to show the colors)
Top Two Social Channels
This section should also look at your competitors and which channels they use the most. This
can give you an idea of what you should do.

1. Instagram
2. Tik Tok

Step 3: Brand Twist


After looking at your competitors, you need to come up with an idea on what makes your brand
different. To make your brand iconic, you need to think of your brand’s twist on what others
have done. Below writes a description of your twist.

Twist Description: My unique twist will be my aesthetic. The way I take my pictures and edit
them will be unique and different. I will also try to be the most authentic and real as possible.
Never hiding anything and just speaking the truth.

Step 4: Content Theme Strategy


The last strategy you need to establish is the content theme. A content theme strategy will help
you create more quality content faster. Answer the following questions to develop your strategy.
With everything that you do, don’t just copy your competitors. Do something to stand out.

How will you make your content consistent?


I will make my content consistent by planning out three recipes each week and posting them. I
will also throughout the day remain active by posting stories, liking and commenting on other
pictures and by uploading reels.

What are the top 3 content topics you will utilize?


1. Food recipes
2. Health/wellness/fitness
3. Behind the scenes (editing, photography skills, tips, etc.)

What types of visuals will you use?


The visuals that I will use are pictures, reels, stories and sometimes a graphic design thing that I
created.
What color strategy will be used? Is it one color strategy or a rotating color strategy?
It will be one color strategy, very neutral colors. Nothing to extravagant. Mostly whites, browns
and dark woods.

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