Hopefully by now you have a better understanding of your big picture goals, your brand personality and values and what you want to communicate to your target audience. 

This lesson, we’re going to take those broad strokes and build them into a content strategy. 

In this tutorial I’ve used real examples of people who took the challenge earlier this year. 

Day 3 Activity 

STAGE 1 - Market Research & Inspiration

1. Find three instagram accounts from your industry that you feel are very effective at communicating the benefits of the products or service 
2. Find three brands that have the kind of brand personality you want to have, and look at how they communicate that personality 
3. Find three instagram accounts that share some of your brand values (ie, inclusivity, fairness, sustainability, body positivity, equality, etc. )  

Stage 2 - Content Strategy

1. In 1 sentence summarise your brand personality 
2. What are the top 5-10 things that you want your target audience to know, feel or believe about your business or brand
3. What are 3 - 5 things that your audience is interested in that you could share, that aren’t directly self promotional?

Stage 3 - Content Mapping 

This is the fun part, for every point listed above, try to brainstorm 3 - 5 pieces of content to target each point above. Get inspired from what you see in stage one, but don’t be afraid to get creative! 

Questions? 

If you are struggling with how to adapt your content strategy to the current circumstances, or have any questions at all comment on today’s dedicated post tagging @Tina May and I’ll go live on instagram answering your questions. 

Start with Why, by Simon Sinek (Bonus)

Example - Cafe in Canggu 

Want to communicate that brand personality is playful and fun. 

• playful photos of ice-cream melting
• dad jokes in some captions
• photo of the team throwing flour at each other 

Want your audience to know that you have plenty of gluten-free options 

• Showcase 3x gluten free menu items each  month and specifically mention they are gluten free, and use gluten free hashtags 
• have a instagram story highlight showcasing all the gluten free option
• add “GF options” to your bio 

You want your audience to trust that you have high quality, delicious food 

• share testimonials from yelp or trip advisor as a caption with a photo of the relevant dish or venue
• show photos of people actually enjoying the food in the restaurant, not just food photos 
• show behind the scenes videos in your instagram stories of dished being made showing the level of care and detail taken 

-——

Don’t forget, for your change to win a one-on-one strategy call with Tina make sure you:

• are following @hellotinamay and @instituteofcode 
• share posts or stories on your instagram throughout the challenge tagging both accounts

Today, maybe share your biggest aha moment, why this lesson was valuable to you, or a photo of the notes you have taken.