In creating a content strategy, we are not yet assigning the exact ideas that we’ll be building our content around.
Rather we are considering what ‘roles’ our content should take on, and what weight is placed on each ‘role’.
Fundamentally, there are only really 3 roles that each piece of your YouTube content can be playing within your business.
And these are:
1) Audience Growth
Content that is designed to acquire more viewers. It usually has a broader appeal and often leverages trends and virality.
2) Audience Nurture
Content that is designed to build further trust with your viewers. This could be authentic content that builds a human connection, it could be testimonials on your YouTube channel to demonstrate authority - basically anything that helps people build trust with you.
3) Audience Conversion
This content that converts your audience and takes them off-platform - be it an email sign-up, a discovery call - whatever call-to-action you set.