---
title: Building a content strategy from scratch? Here are a few tips to help you get started.
description: Building a content strategy isn’t easy. More brands would be better at it if it were. But the rewards are there for the marketers and companies willing to invest the time and money into doing it right. We want you to get it right, so we’re dishing out some tips to help you get started,...
---

[We’re hiring! Explore career opportunities at Red Fan Communications.](https://www.redfancommunications.com/careers/)

[![redfan_logo](https://blog.redfancommunications.com/hs-fs/hubfs/redfan_logo.png?width=220&height=92&name=redfan_logo.png "redfan_logo")](http://redfancommunications.com)

[![Red-Fan-Communications-logo](https://blog.redfancommunications.com/hs-fs/hubfs/raw_assets/public/Redfancommunications_October2020/images/redfan-logo_on_transparent_background.png?width=2826&height=1181&name=redfan-logo_on_transparent_background.png "Red-Fan-Communications-logo")](http://redfancommunications.com)

- [Contact Us](https://redfancommunications-1.hubspotpagebuilder.net/contact-us)
- [About Us](https://redfancommunications-1.hubspotpagebuilder.net/about-us)
- [Home](https://redfancommunications-1.hubspotpagebuilder.net)

- [work](https://www.redfancommunications.com/work/) 
    - [Our work](https://www.redfancommunications.com/work/)
    - [how we work](https://www.redfancommunications.com/how-we-work/)
    - [Industries](https://www.redfancommunications.com/industries/)
    - [Non-profit work](https://www.redfancommunications.com/non-profit-work/)
    - [testimonials](https://www.redfancommunications.com/work/testimonials/)
- [About](https://www.redfancommunications.com/about/)
- [Team](https://www.redfancommunications.com/team/) 
    - [Our team](https://www.redfancommunications.com/team/)
    - [join our team](https://www.redfancommunications.com/careers/)
- [Services](https://www.redfancommunications.com/services/) 
    - [Executive Consulting](https://www.redfancommunications.com/services/corporate-communications/)
    - [Crisis Planning and Response](https://www.redfancommunications.com/services/crisis-communications/)
    - [IPO & Merger/Funding](https://www.redfancommunications.com/services/vc-program/)
    - [Executive Positioning & Thought Leadership](https://www.redfancommunications.com/services/thought-leadership/)
    - [Brand Positioning and Messaging](https://www.redfancommunications.com/brand-positioning-and-messaging/)
    - [Strategic communication](https://www.redfancommunications.com/content-marketing-strategy/)
- [Resources](https://www.redfancommunications.com/blog/)

Building a content strategy isn’t easy. More brands would be better at it if it were. But the rewards are there for the marketers and companies willing to invest the time and money into doing it right.

We want you to get it right, so we’re dishing out some tips to help you get started, because the only thing worse than no content strategy is a bad content strategy.

## ESTABLISH YOUR AUDIENCE’S MOTIVATIONS AND BEHAVIOR.

The best content strategies are crafted based on your brand’s audiences, not your products or services. The personas you identify should be backed with both data and anecdotal evidence. The more specific you can get, the better you can tailor each individual content piece to that audience’s needs.

Conduct an exercise with your sales, marketing and executive teams to identify the three to five challenges each of those audiences face. Better yet, hold a series of focus groups or conduct customer surveys to solicit feedback directly. That feedback becomes the foundation for the rest of your strategy.

## CONFIRM YOUR DISTRIBUTION CHANNELS

It should come as no surprise that your brand’s target audiences will consume content in different ways. Through the course of your persona research, you should also determine how your customers like to interact with your brand: Facebook, email, your website, whatever it is. You should have a set of core channels you use to engage with your customers or prospects. Some brands may have more, some less, but too many channels likely means you’re doing unnecessary work. Too few and you’re probably not maximizing your content strategy’s potential.

## IDENTIFY YOUR CONTENT PILLARS

What are the five or six broad categories that serve as the boundaries for your content strategy? Think of your brand as a newsroom with designated beats or sections: metro, sports, local, lifestyle, business. These should not be your products. Think of the challenges and problems your customers face. Use this as your starting point.

## ESTABLISH YOUR BRAND VOICE

Brand voice ensures continuity across your content over time. Write down three or four adjectives that describe your brand. Print out a banner for your marketing or content department that says, “Our brand is \[insert adjectives here\].” Slap it right next to your mission statement in your office so your content creators can always be reminded.

## DOCUMENT STEPS 1-4.

You might be surprised at the number of marketers who don’t document or centralize their content strategies, and it can create a real mess as you scale. Create a simple spreadsheet or folder that outlines the above steps, and make sure anyone creating content for your brand can access it. As you grow, you can begin to implement more robust content management platforms that can address the additional complexity of a large content strategy.

Share

[Tweet](https://twitter.com/share)

[![submit to reddit](https://cdn2.hubspot.net/hubfs/4884297/BMIlab_September2018/Images/spreddit7.gif)](https://www.reddit.com/login?dest=https://blog.redfancommunications.com/blog/building-a-content-strategy-from-scratch-here-are-a-few-tips-to-help-you-get-started)

[![](https://blog.redfancommunications.com/hubfs/Redfancommunications_October2020/PinExt.png "Pin It")](https://pinterest.com/pin/create/button/?url=https://blog.redfancommunications.com/blog/building-a-content-strategy-from-scratch-here-are-a-few-tips-to-help-you-get-started&media=&description=Building%20a%20content%20strategy%20from%20scratch?%20Here%20are%20a%20few%20tips%20to%20help%20you%20get%20started.)

[Share on Tumblr](https://tumblr.com/share/link?url=https://blog.redfancommunications.com/blog/building-a-content-strategy-from-scratch-here-are-a-few-tips-to-help-you-get-started&media=&description=Building%20a%20content%20strategy%20from%20scratch?%20Here%20are%20a%20few%20tips%20to%20help%20you%20get%20started.)

### EXPLORE THE BLOG

- ["""Culture ambassadors""" (1)](https://blog.redfancommunications.com/blog/tag/culture-ambassadors)
- ["""What if"" scenarios" (3)](https://blog.redfancommunications.com/blog/tag/what-if-scenarios)
- ["AI-driven (1)](https://blog.redfancommunications.com/blog/tag/ai-driven)
- ["Audience's motivations (1)](https://blog.redfancommunications.com/blog/tag/audiences-motivations)
- ["Celebration (1)](https://blog.redfancommunications.com/blog/tag/celebration)
- ["Coherent (1)](https://blog.redfancommunications.com/blog/tag/coherent)
- ["Company's mission (1)](https://blog.redfancommunications.com/blog/tag/companys-mission)
- ["Consistent (1)](https://blog.redfancommunications.com/blog/tag/consistent)
- ["Content generation efforts (1)](https://blog.redfancommunications.com/blog/tag/content-generation-efforts)
- ["Earned editorials (1)](https://blog.redfancommunications.com/blog/tag/earned-editorials)
- ["Identify themes (1)](https://blog.redfancommunications.com/blog/tag/identify-themes)
- ["In-depth (1)](https://blog.redfancommunications.com/blog/tag/in-depth)
- ["Redistribute (2)](https://blog.redfancommunications.com/blog/tag/redistribute)
- ["Reframed (1)](https://blog.redfancommunications.com/blog/tag/reframed)
- ["Right messaging (1)](https://blog.redfancommunications.com/blog/tag/right-messaging)
- ["Tactical (1)](https://blog.redfancommunications.com/blog/tag/tactical)
- ["The CEO Tightrope (1)](https://blog.redfancommunications.com/blog/tag/the-ceo-tightrope)
- ["thoughtful (1)](https://blog.redfancommunications.com/blog/tag/thoughtful)
- ["Tier one reporters (1)](https://blog.redfancommunications.com/blog/tag/tier-one-reporters)
- [2018 Bulldog PR Award winner (1)](https://blog.redfancommunications.com/blog/tag/2018-bulldog-pr-award-winner)
- [A Conversation With (1)](https://blog.redfancommunications.com/blog/tag/a-conversation-with)
- [A-Team (1)](https://blog.redfancommunications.com/blog/tag/a-team)
- [ABC Kite Fest (1)](https://blog.redfancommunications.com/blog/tag/abc-kite-fest)
- [Access to credit for SMEs (1)](https://blog.redfancommunications.com/blog/tag/access-to-credit-for-smes)
- [Accessibility (2)](https://blog.redfancommunications.com/blog/tag/accessibility)
- [Accomplish business objectives (1)](https://blog.redfancommunications.com/blog/tag/accomplish-business-objectives)
- [Account Executive (1)](https://blog.redfancommunications.com/blog/tag/account-executive)
- [Accountability (1)](https://blog.redfancommunications.com/blog/tag/accountability)
- [Acquiring companies and personalities (1)](https://blog.redfancommunications.com/blog/tag/acquiring-companies-and-personalities)
- [Acquisition (5)](https://blog.redfancommunications.com/blog/tag/acquisition)
- [adapting business strategy (1)](https://blog.redfancommunications.com/blog/tag/adapting-business-strategy)
- [Address pain points (1)](https://blog.redfancommunications.com/blog/tag/address-pain-points)
- [Adjust performance metrics to clients' preferences (1)](https://blog.redfancommunications.com/blog/tag/adjust-performance-metrics-to-clients-preferences-)
- [Adjust your positioning statement (1)](https://blog.redfancommunications.com/blog/tag/adjust-your-positioning-statement)
- [Advance the conversation (1)](https://blog.redfancommunications.com/blog/tag/advance-the-conversation)
- [Age of experience (1)](https://blog.redfancommunications.com/blog/tag/age-of-experience)
- [agency partner (3)](https://blog.redfancommunications.com/blog/tag/agency-partner)
- [Aggregated unique monthly visitors (1)](https://blog.redfancommunications.com/blog/tag/aggregated-unique-monthly-visitors)
- [agricultural production (1)](https://blog.redfancommunications.com/blog/tag/agricultural-production)
- [Agriculture (1)](https://blog.redfancommunications.com/blog/tag/agriculture)
- [Agritech (1)](https://blog.redfancommunications.com/blog/tag/agritech)
- [Algorithm (1)](https://blog.redfancommunications.com/blog/tag/algorithm)
- [Alicia Downard (1)](https://blog.redfancommunications.com/blog/tag/alicia-downard)
- [Align PR and marketing (1)](https://blog.redfancommunications.com/blog/tag/align-pr-and-marketing)
- [Analyst deck (1)](https://blog.redfancommunications.com/blog/tag/analyst-deck)
- [Analyst relations (2)](https://blog.redfancommunications.com/blog/tag/analyst-relations)
- [Analytics and decision platform built for supply c (1)](https://blog.redfancommunications.com/blog/tag/analytics-and-decision-platform-built-for-supply-c)
- [analytics software (3)](https://blog.redfancommunications.com/blog/tag/analytics-software)
- [Annual awards budget and resources (1)](https://blog.redfancommunications.com/blog/tag/annual-awards-budget-and-resources)
- [Answer common questions (1)](https://blog.redfancommunications.com/blog/tag/answer-common-questions)
- [Antivirus technology for personal devices (1)](https://blog.redfancommunications.com/blog/tag/antivirus-technology-for-personal-devices)
- [Approach (1)](https://blog.redfancommunications.com/blog/tag/approach)
- [Ask tough questions (1)](https://blog.redfancommunications.com/blog/tag/ask-tough-questions)
- [Astroworld (1)](https://blog.redfancommunications.com/blog/tag/astroworld)
- [Attract top talent (1)](https://blog.redfancommunications.com/blog/tag/attract-top-talent)
- [Audience (4)](https://blog.redfancommunications.com/blog/tag/audience)
- [audience engagement (1)](https://blog.redfancommunications.com/blog/tag/audience-engagement)
- [audience-based content" (1)](https://blog.redfancommunications.com/blog/tag/audience-based-content)
- [Austin (25)](https://blog.redfancommunications.com/blog/tag/austin)
- [Austin Business Journal (ABJ) (20)](https://blog.redfancommunications.com/blog/tag/austin-business-journal-abj)
- [Austin community (1)](https://blog.redfancommunications.com/blog/tag/austin-community)
- [austin pr firm (1)](https://blog.redfancommunications.com/blog/tag/austin-pr-firm)
- [Austin-based marketing platform (1)](https://blog.redfancommunications.com/blog/tag/austin-based-marketing-platform)
- [Authentic activism (1)](https://blog.redfancommunications.com/blog/tag/authentic-activism)
- [Authentic brand (1)](https://blog.redfancommunications.com/blog/tag/authentic-brand)
- [Authentic expression of empathy (1)](https://blog.redfancommunications.com/blog/tag/authentic-expression-of-empathy)
- [Authentic industry leaders (1)](https://blog.redfancommunications.com/blog/tag/authentic-industry-leaders)
- [AVE (1)](https://blog.redfancommunications.com/blog/tag/ave)
- [Avoid false ranges (1)](https://blog.redfancommunications.com/blog/tag/avoid-false-ranges)
- [Avoid first-person subjects (1)](https://blog.redfancommunications.com/blog/tag/avoid-first-person-subjects)
- [Avoid product promotion (1)](https://blog.redfancommunications.com/blog/tag/avoid-product-promotion)
- [Award-winning success for our clients (1)](https://blog.redfancommunications.com/blog/tag/award-winning-success-for-our-clients)
- [Award-winning vodka distillery (1)](https://blog.redfancommunications.com/blog/tag/award-winning-vodka-distillery)
- [Awards (3)](https://blog.redfancommunications.com/blog/tag/awards)
- [Awareness of customer expectations (1)](https://blog.redfancommunications.com/blog/tag/awareness-of-customer-expectations)
- [Away Luggage (1)](https://blog.redfancommunications.com/blog/tag/away-luggage)
- [B2B (3)](https://blog.redfancommunications.com/blog/tag/b2b)
- [B2B content strategies (1)](https://blog.redfancommunications.com/blog/tag/b2b-content-strategies)
- [B2B marketers (1)](https://blog.redfancommunications.com/blog/tag/b2b-marketers)
- [Backlinks (2)](https://blog.redfancommunications.com/blog/tag/backlinks)
- [Balance between simplicity and active language (1)](https://blog.redfancommunications.com/blog/tag/balance-between-simplicity-and-active-language)
- [Bank (1)](https://blog.redfancommunications.com/blog/tag/bank)
- [Basic questions (2)](https://blog.redfancommunications.com/blog/tag/basic-questions)
- [Best practices (1)](https://blog.redfancommunications.com/blog/tag/best-practices)
- [Between The Lines (25)](https://blog.redfancommunications.com/blog/tag/between-the-lines)
- [Black lives matter movement (1)](https://blog.redfancommunications.com/blog/tag/black-lives-matter-movement)
- [Blind to flaws and imperfections (1)](https://blog.redfancommunications.com/blog/tag/blind-to-flaws-and-imperfections)
- [Blockchain (1)](https://blog.redfancommunications.com/blog/tag/blockchain)
- [Boilerplate (2)](https://blog.redfancommunications.com/blog/tag/boilerplate)
- [brand awareness (3)](https://blog.redfancommunications.com/blog/tag/brand-awareness)
- [Brand management (1)](https://blog.redfancommunications.com/blog/tag/brand-management)
- [Brand narrative (31)](https://blog.redfancommunications.com/blog/tag/brand-narrative)
- [Brand Positioning (5)](https://blog.redfancommunications.com/blog/tag/brand-positioning)
- [Brand reputation (2)](https://blog.redfancommunications.com/blog/tag/brand-reputation)
- [Brand stories (1)](https://blog.redfancommunications.com/blog/tag/brand-stories)
- [Brand storyteller (1)](https://blog.redfancommunications.com/blog/tag/brand-storyteller)
- [Brand storytelling (1)](https://blog.redfancommunications.com/blog/tag/brand-storytelling)
- [Brand's mission and purpose (1)](https://blog.redfancommunications.com/blog/tag/brands-mission-and-purpose)
- [brand-building (1)](https://blog.redfancommunications.com/blog/tag/brand-building)
- [Bulldog PR Award (1)](https://blog.redfancommunications.com/blog/tag/bulldog-pr-award)
- [Dispatch (8)](https://blog.redfancommunications.com/blog/tag/dispatch)
- [Forbes (22)](https://blog.redfancommunications.com/blog/tag/forbes)
- [From the Desk of Kathleen (6)](https://blog.redfancommunications.com/blog/tag/from-the-desk-of-kathleen)
- [News (100)](https://blog.redfancommunications.com/blog/tag/news)
- [Pulse (13)](https://blog.redfancommunications.com/blog/tag/pulse)
- [Red Fan News (22)](https://blog.redfancommunications.com/blog/tag/red-fan-news)

see all topics

### JOIN THE RED FAN COMMUNITY

Get an inside look at our strategic insights, receive exclusive event invitations and establish meaningful connections with other Austin influencers!

[Sign Up Now](https://yb352-afba2e.pages.infusionsoft.net/)

### [PREVIOUS Writing For B2B Audiences: Five Ways To Revive Your Storytelling](https://blog.redfancommunications.com/blog/writing-for-b2b-audiences-five-ways-to-revive-your-storytelling)

### [NEXT Red Fan Communications reflects on a bustling 2019](https://blog.redfancommunications.com/blog/red-fan-communications-reflects-on-a-bustling-2019)

## You Also Might Like

## [It’s not what you say, it’s what they hear: September 2020 Newsletter](https://blog.redfancommunications.com/blog/its-not-what-you-say-its-what-they-hear-september-2020-newsletter)

## [Founder of Digital Society, Madeline Grenadier, provides insights to elevate your marketing strategy](https://blog.redfancommunications.com/blog/founder-of-digital-society-madeline-grenadier-provides-insights-to-elevate-your-marketing-strategy)

## [Making the rounds: When and how to brief analysts](https://blog.redfancommunications.com/blog/making-the-rounds-when-and-how-to-brief-analysts)

[![Untitled design (69)](https://blog.redfancommunications.com/hs-fs/hubfs/Untitled%20design%20(69).png?width=35001&height=10500&name=Untitled%20design%20(69).png "Untitled design (69)")](http://redfancommunications.com)

Headquarters

200 E. 32nd Street,

Austin, Texas 78705

512-551-9253

Locations

Austin, TX

San Diego, California

Asheville, North Carolina

Join Our Newsletter

[![Screenshot 2025-10-02 at 4.01.54 PM](https://blog.redfancommunications.com/hubfs/Screenshot%202025-10-02%20at%204.01.54%20PM.png "Screenshot 2025-10-02 at 4.01.54 PM")](https://info.redfancommunications.com/newsletter-sign-up)

Follow us on LinkedIn Follow us on Facebook Follow us on Twitter Follow us on Instagram

© 2026 Red Fan Communications. All Rights Reserved.

![](https://px.ads.linkedin.com/collect/?pid=3265041&fmt=gif)

```json
{
  "@context" : "https://schema.org",
  "@type" : "BlogPosting",
  "author" : {
    "@type" : "Person",
    "name" : "Red Fan Team",
    "url" : "https://blog.redfancommunications.com/blog/author/red-fan-team"
  },
  "dateModified" : "2023-03-19T12:48:59.153Z",
  "datePublished" : "2019-08-27T00:00:00.000Z",
  "headline" : "Building a content strategy from scratch? Here are a few tips to help you get started.",
  "mainEntityOfPage" : {
    "@id" : "https://blog.redfancommunications.com/blog/building-a-content-strategy-from-scratch-here-are-a-few-tips-to-help-you-get-started",
    "@type" : "WebPage"
  },
  "publisher" : {
    "@type" : "Organization",
    "logo" : {
      "@type" : "ImageObject",
      "url" : "https://blog.redfancommunications.com/hubfs/redfan-logo_on_transparent_background.png"
    },
    "name" : "Red Fan Communications"
  }
}
```