10 Guiding Questions for Better Business Content Creation

Not getting into B2B v/s B2C here.

Had an interesting discussion recently with someone I know who owns an interior design firm. They're building their footprint on social media, primarily Instagram. They “believe” that’s where their prospects are most active.

Obviously, the "what's and hows" of content came up in the discussion.

So, I gave them these questions. Asked them to find answers in collaboration with marketing. Said it’s OK to not have all the answers. Recommended using the answers as guiding points for content creation.

1. Who is the target audience for that content?
2. Is the content being made for a specific target platform?
3. What is the objective of content being created? Branding / lead generation?
4. What are the target audience demographics and firmographics?
5. Which platform does their target audience use most frequently to identify vendors?
6. What factors influence their vendor evaluation and selection decisions the most?
7. What are some of the keywords they may use while searching for a potential vendor?
8. What is the CTA for each piece of content?
9. Have you identified most beneficial features and limitations of each platform where the content will be published? Are you considering them while creating content?
10. How are you measuring the RoI of content creation spend? Is it # of impressions / leads / comments / website visits / profile visits? Start by having some metric which can evolve over time - just so you can analyze the content effectiveness.

As these questions are industry-agnostic, they can be used by most businesses. These can be applied even while writing campaign-specific content - Email, Display, Retargeting, Search, Video and more.

What other questions should they find answers to?

#marketing #Contentwriting #businesswriting #contentmarketing #contentstrategy #mentoring