TractionPad

Content ideation and viewpoint development

Content ideation and viewpoint development

The purpose of this exercise is to generate content ideas using the "6. Ideas Generator" table and develop viewpoints based on the brand's pillars and unique value proposition. By combining different styles, formats, and viewpoints, you can create a diverse range of content that aligns with your brand's messaging and engages your target audience effectively.

Goal

To brainstorm and generate content ideas that align with the brand's pillars and unique value proposition, and develop viewpoints that reflect the brand's perspectives on relevant topics.

Instructions & Resource

Copy the Content Plan & Budget Template

Start by reviewing your brand's pillars, which represent the core values and attributes of the brand's identity and messaging.

Next, identify the brand's unique value proposition or "Why us" statement, which highlights the reasons why customers should choose your brand over competitors.

Based on the brand's pillars and unique value proposition, brainstorm and develop viewpoints that reflect the brand's perspectives on relevant topics, industry trends, or customer challenges. These viewpoints should align with the brand's messaging and provide a distinct stance on various subjects.

Example: Pillars, Why us, and Viewpoints

Pillar Why us? Viewpoint
Sustainable Fashion "We're committed to ethical and sustainable fashion practices." "The fashion industry needs a change. Fast fashion is harmful to the environment and workers. We believe in promoting sustainable and ethical fashion choices for a better future."
Affordable Luxury "Luxury doesn't have to come with a hefty price tag." "Luxury should be accessible. Everyone deserves to indulge in quality and stylish products without breaking the bank."
Personalized Style "Your style is unique. We help you express it." "One size doesn't fit all. We celebrate individuality and empower you to express your personal style through our curated collections."

Refer to the "6. Ideas Generator" table, which provides an idea generation formula. The formula consists of three components: Style, Format, and Viewpoint. Use this formula to generate content ideas by multiplying different styles, formats, and viewpoints.

For each content idea generated, think about the distribution channels where it can be viewed or consumed. Consider various platforms such as blogs, social media, podcasts, forums, and more.

Use the idea generator formula to come up with multiple content ideas by combining different styles, formats, and viewpoints. Be creative and explore different combinations to generate a diverse range of content ideas.

Note down the content ideas in the "Campaign/Topic" column of the "4. Ideas" tab. Include the style, format, viewpoint, and potential distribution channels for each idea.

Repeat the process and generate as many content ideas as possible to fill the content gaps identified in the previous exercises.

After generating the content ideas, review and prioritize them based on their alignment with the brand's pillars, unique value proposition, and relevance to the target audience.

Example: Content Ideas Matched to Viewpoints

Campaign / Topic Style Format Viewpoint Distribution
Campaign 1: Sustainable Fashion Inspiring Blog "The fashion industry needs a change. Fast fashion is harmful to the environment and workers. We believe in promoting sustainable and ethical fashion choices for a better future." Blog, Instagram posts, Pinterest boards
Campaign 2: Affordable Luxury Leading Video "Luxury doesn't have to come with a hefty price tag. Everyone deserves to indulge in quality and stylish products without breaking the bank." YouTube, Instagram IGTV, Facebook videos
Campaign 3: Personalized Styling Inspiring Lookbook "One size doesn't fit all. We celebrate individuality and empower you to express your personal style through our curated collections." Lookbooks, Instagram carousel posts, Email newsletters
Campaign 4: Sustainable Fashion Reporting Infographic "The fashion industry needs a change. Fast fashion is harmful to the environment and workers. We believe in promoting sustainable and ethical fashion choices for a better future." Infographics, Pinterest pins, LinkedIn articles
Campaign 5: Luxury on a Budget Leading Podcast "Luxury doesn't have to come with a hefty price tag. Everyone deserves to indulge in quality and stylish products without breaking the bank." Podcasts, YouTube, Blog
Campaign 6: Style Tips for All Leading Webinar "One size doesn't fit all. We celebrate individuality and empower you to express your personal style through our curated collections." Webinars, Live Q&A sessions, YouTube tutorials
Campaign 7: Sustainable Wardrobe Inspiring eBook "The fashion industry needs a change. Fast fashion is harmful to the environment and workers. We believe in promoting sustainable and ethical fashion choices for a better future." eBooks, Email campaigns, Landing pages
Campaign 8: Behind the Scenes Reporting Documentary "Discover the truth behind the fashion industry. Explore the journey of creating sustainable and stylish products with ethical practices." Documentary videos, Film screenings, Social media teasers

Use the prioritized content ideas as a starting point for content planning and execution. Develop detailed content plans, assign resources, set timelines, and allocate budgets as needed in the "5. Budget & Timeline" tab.

Note: Remember to consider the needs, thoughts, and emotions of your target audience while developing content ideas and viewpoints. Ensure that the content resonates with your audience and provides value in line with their expectations.

By following this exercise, you can generate a robust list of content ideas that align with your brand's messaging, address the identified content gaps, and effectively engage your target audience.

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