CONTENT STRATEGY GUIDE
Launching an Artificial Intelligence brand with purposeful content and a fresh voice.
Create a comprehensive content strategy guide to help guide new content marketing efforts.
Core strategy statement
Brand voice guidelines
Lightning AI is a new SaaS service for marketers that runs on Artificial Intelligence. The AI will test hundreds of audience groups for you while you sleep, then optimize your paid advertising campaigns based on the data.
We were tasked with creating a comprehensive Content Strategy document that would help guide the content marketing and editorial team in their efforts.
User research and persona creation
The first thing we did was dive into user research. We spoke with stakeholders to learn more about current
Market research and competitive analysis
To document our findings, we used a spreadsheet and analyzed Lightning AI’s top six competitors. Although there are many other competitors in the space, we chose these six because they all target roughly the same audience and are a mix of large competitors and new startups.
We also took a look at the
Core content strategy and channel strategy
After synthesizing all the research, we created a detailed content strategy guide that began with a core content strategy statement and high-level priorities (below). Then, we created a detailed strategy for each publishing channel the brand will be using.
In the detailed channel strategy document (not pictured), we outlined content types, publication frequency, and key performance indicators for that channel.
Voice and tone guidelines
To ensure consistency across all publication channels and give freelance writers guidance on the brand voice, we created a voice and tone document. This included guidelines on grammar and punctuation, jargon and acronyms to avoid, and explained the brand’s user-centered approach to web content.
Three core tenants of the brand voice: