We work with some of the most interesting professionals around Australia. Some are avid communicators, enthusiastic marketers and lovely storytellers. Some are clinical experts, with an awe-inspiring level of knowledge of their industry, who have no idea how to impart that knowledge. No matter who you are or what your piece of content is meant to achieve, we always, always, always implore you to prepare! Get to know your content before you create it. Below are the top ten questions we ask our clients at the beginning of every project. They’re a great way for you to get your head around your audience and your overall purpose – two things you need to create great content.
What is your service/product and what has changed?
We know you know who you are, but forcing yourself to put it into words will help guide you to be clear on your overall purpose.
How does this piece of content fit into your overall story?
Do you have a content strategy? Is this content to stand alone? Where and when will you publish or share this content? This can help to identify where you may have strategic gaps and inspire you to bed things down.
What is your purpose? Inform? Compel? Change views?
Know and understand from the outset what you want from your content. If it’s just to inform, why have you chosen the platform you have. If it’s to compel action, what is that action and how will the platform you’ve chosen help this along?
Who is your audience/potential audience?
Get to know your audience as well as you can. Who are they? What drives them? How will your content add value to them?
Does your audience have an intimate understanding of who you are and your offering?
For those in a business or technical environment, this question is key. How much does your audience know about your offering? What is their technical knowledge and capability? Knowing this will help you pitch your language at the right level.
What does your audience currently think of your business and what do you want them to think?
Knowing where your audience stands and comparing it to where you want them to stand is a great way to give your purpose context.
What are three things you want your audience to take away? Call to action
Summarising your content down to three points will help you define and refine your purpose and get clarity on your call to action.
What is the tone of your content? Friendly? Casual? Technical? Formal?
Does your brand have a style guide? If not, do you know the kind of tone you want? It’s important to find that tone before you begin because it will inform how you communicate your message.
If you could describe your offering in three words what would they be?
This is another great way to help you refine your message.
What has been successful/a disaster in the past and how does this content reflect that?
It’s incredibly valuable to understand your past successes and failures in communication. What content has resonated with your audience and why? How are you adapting your current content to continue this relationship?
Answering these questions can help give your content structure, shape and purpose. When you combine this with great storytelling, you can develop compelling content.