As we have discussed those who are able to refine their message more to a defined audience are able to build a much more credible content so now we are now going to look at how we start to build content in different ways for different people. Although planning may be dull it does pay dividends in the long run – promise!

Let's consider the sort of stories you are going to create a write each in a different tone with a variety of calls to action for each. Think about how you can build stories and repopulate those stories across each of the different channels in different ways.