#AskJon: What do How do I prepare to kick off an earned or owned content strategy? [VIDEO]

There are two very important things that you should take some time and do before you pick up any communication strategy, whether it be earned, owned or paid.

The first is figure out what you want to say. What are the three to five things that you want to say over and over again to cement those messages into the minds of your targets.

And then the second thing is figure out who those targets are. You know, you think you know who they are, but spend some time on the front end really figuring out who your audiences are — who those personas are. Give them attributes, really spend some time to figure out who they are, what kind of information they like to get and where they want to get it. So that way when you start communicating, you’re communicating the right information to the right audiences at the right time.

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