Great communities are content machines—but not all content is created equal. Here's how to develop a content strategy that drives engagement.
The Content Ecosystem
Community content exists in several forms:
Leader-Generated Content Posts, articles, and resources created by community leaders. Sets the tone and provides authoritative information.
Member-Generated Content Discussions, questions, and contributions from members. The lifeblood of authentic community engagement.
User-Generated Content (UGC) Formal content contributions: guest posts, presentations, tutorials. Elevates member voices and diversifies perspectives.
Curated Content External content shared with community context. Saves members time and adds value through curation.
Content Pillars
Define 3-5 core topics your community content should address. These pillars ensure consistency while allowing variety.
The Content Calendar
Plan content in advance while leaving room for spontaneity: - Weekly: Discussion prompts, member spotlights - Monthly: Deep-dive content, AMAs, challenges - Quarterly: Major events, retrospectives, community updates - Annually: State of the community, celebrations, planning
Encouraging Member Contributions
Members won't automatically create content. Encourage them through: - Clear calls to action - Recognition for contributions - Low-barrier entry points (reactions, short responses) - Templates and prompts that make creation easier
Content Formats That Work
Different formats serve different purposes: - Discussions: Build connection and surface opinions - Tutorials: Provide concrete value and establish expertise - Stories: Create emotional connection and identity - Data/Research: Establish authority and provide unique value - AMAs: Create excitement and direct access to interesting people
Measuring Content Success
Not all metrics matter equally: - Engagement rate: Are people interacting? - Discussion depth: Are conversations going beyond surface level? - Return participation: Are the same members engaging repeatedly? - Content spawning: Does your content inspire member content?
Avoiding Content Fatigue
More content isn't always better. Signs of content fatigue: - Decreasing engagement per post - Members explicitly asking for less - Content cannibalizing itself
Quality and timing matter more than quantity.
The Content Flywheel
The best content strategies create virtuous cycles: great content attracts great members, who create more great content, attracting more great members. Your job is to get this flywheel spinning.
