--- title: "BETA Explore Recap: Must-Have Content for Every Stage" description: "Learn about creating content for every stage of your business from soona's Director of Creative, Erica Thompson! This BETA Explore sesh: filled with tips." image: https://blog.beta.mn/hubfs/BETAExplore%5Bblog%5DEventRecap-soona.png --- Close - Programs - [Twin Cities Startup Week](https://www.tcstartupweek.com/) - [Accelerator](https://www.beta.mn/join-a-cohort) - [Showcase](https://www.beta.mn/programs-showcase) - [Portfolio](https://www.beta.mn/portfolio) - [Partners](https://www.beta.mn/our-partners) - [Get Involved](https://www.beta.mn/how-to-help) - [Donate Now](https://donate.stripe.com/4gw9CLfHN5GN0RW144) [![Primary\_DkGray-Orange](https://blog.beta.mn/hs-fs/hubfs/Beta%20Logos/Primary_DkGray-Orange.png?width=200&height=50&name=Primary_DkGray-Orange.png)](https://blog.beta.mn/) [![BETA Logo-1](https://blog.beta.mn/hs-fs/hubfs/BETA%20Logo-1.png?width=200&height=50&name=BETA%20Logo-1.png)](https://blog.beta.mn/) - Programs - [Twin Cities Startup Week](https://www.tcstartupweek.com/) - [Accelerator](https://www.beta.mn/join-a-cohort) - [Showcase](https://www.beta.mn/programs-showcase) - [Portfolio](https://www.beta.mn/portfolio) - [Partners](https://www.beta.mn/our-partners) - [Get Involved](https://www.beta.mn/how-to-help) - [Donate Now](https://donate.stripe.com/4gw9CLfHN5GN0RW144) [Laura Beier](https://blog.beta.mn/author/laura-beier) Jul 16, 2021, 8:53:47 AM 6 min read # BETA Explore Recap: Must-Have Content for Every Stage [Previous Post](https://blog.beta.mn/minnesota-startup-award-winner-kipsu-grows-internationally) [Next Post](https://blog.beta.mn/beta-alum-helps-teachers-embrace-student-talent) At this month’s BETA Explore, we were lucky to have [Erica Thompson](https://www.linkedin.com/in/erica-thompson-aa119519/), Director of Creative at [soona](https://soona.co/) as our session leader! She shared the crucial steps for creating content for every stage of your business, whether you just launched or are just trying out a new product. If you missed out on the BETA Explore, you can read the six key steps to success below! You can also watch the full recording [here.](https://youtu.be/235qZAmuk6k) Step 1: First you dream - Visualize your dream brand, what content do you want to see? - Is it: Playful? Serious? Colorful? - Do you see live action videos? Still shots? Models?   Step 2: Define your audience - Understand your audience (demographics: age, gender, race, income, etc.) of your target market) - Create channel personas based off that understanding   Step 3: Create content buckets for each stage -- they’ll be your guide. Content buckets are the different stages of content creation. Launch buckets start in the introduction stage of your business; growth buckets begin in the growth stage; and the beyond buckets kick off at the end of the growth stage / beginning of the shake-out stage. - Launch bucket: product, how-to, lifestyle (how does it fit in people’s lives?) - Growth bucket: seasonal (ex. holidays), promotional, testing (what does my audience react to?) - Beyond bucket: testimonial (show experiences), new products, UGC (user generated content)   Step 4: Make your mood boards (consistency is key) - Definition: Collage of images, materials, pieces of text, etc. that projects a particular style or concept. - Pinterest is a great resource - Make different mood boards for each bucket - Follow brands that inspire you   Step 5: Schedule your shoots - Start launch content - Growth content monthly - Beyond content quarterly   Step 6: Schedule and post-publish - Post - Measure (impressions, reactions, etc.) - Test (try out new things)   What about non-product content? - Focus on your people/ team - Add behind-the-scenes content - Feature the service you offer and how to obtain it   What about B2B content? - Show problem(s) you’re solving with your service - Create a mood board around the solution - Ask yourself: what do your customers want to see?   How to create cohesive content: - Have a vision - Remember: you can always change course - Get out of your comfort zone when testing   Other helpful tips: - Understand your audience when you’re choosing which social media channels to use: for example, older audiences will use Facebook and younger audiences will use TikTok - Use ethos (credibility, ethics), pathos (emotion), and logos (logic) to your advantage when creating content! About [soona:](https://soona.co/) soona is a content creation platform that makes it simple for e-commerce stores and marketers to create pro photos and videos in 3 easy steps. Learn more [here!](https://soona.co/) **About BETA** BETA is a 501(c)(3) organization that develops Minnesota’s next generation of business leaders by inspiring and educating first-time founders. The BETA Group nurtures startups and small businesses with great scalability potential, so that they can grow to become our next Fortune 100s. [Learn more here.](https://beta.mn/)    ## RELATED ARTICLES ##### [Laura Beier Aug 10, 2021, 9:17:24 AM 6 min read BETA Alum Helps Teachers Embrace Student Talent When Dieumerci Christel’s family moved to the U.S. from a refugee camp in Tanzania, he had high hopes for his schooling ... 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