When creating Content, it’s important to first ask Who, What, Why and How.
Who are we creating this content for?
We might have different types of customers or audiences we want to connect with. When it comes to relaying a message, different audiences will react differently. Would a younger customer respond to the same piece of content in the same way as an older customer? Do male and female customers prefer different details about the same product or service? We start by thinking about each customer group and how we connect with them.
What do you want to say to them?
What is the purpose of your content? What message or solution or information are you trying to relay with you content?
Why is it important to them?
This is critical. We can tell our customers what we want them to hear, but the content has to be meaningful and useful to them. Why would they care about this information? What is it going to do to help them?
How will this information be shared?
Does this content need to be a video series? Should it be an article? Should this be on your website or email welcome series? How is the best way to deliver this information?