4 questions that will make your content stronger

Posted on by Laura Hamlyn

This has to be one of my favorite blog titles: If Your Content Marketing is for Everybody, It’s for Nobody

It's from a post written by Content Marketing Institute founder, Joe Pulizzi. He's asking us to have a person and a purpose behind everything we create. If you ask yourself the following 4 questions, I truly believe you'll write better content--and be a better marketer:

Whether your goal is to sell more software or advertising, you need to get focused on your core audience. If you haven’t already, answer these questions and make sure your entire content marketing team pastes them to their foreheads.

  1. Who? Who is the audience for each piece of content (fill in the blank, i.e., blog)? Who is the specific buyer persona you are targeting with this platform?

  2. Why? Why are you doing this? What is the behavior change that you must see to call this content initiative a success? (Do you need to drive sales, save costs, or drive customer loyalty?)

  3. Outcome? What’s in it for the reader? How are you making their lives better or jobs easier in some way? What’s the pain point you are solving for them?

  4. Replacement factor? If you didn’t provide this kind of information for your audience, would they care — or notice? Could they find the information elsewhere? Is what you are saying really that important?