Questions About Your Business

Five Questions To Answer About Your Business

What Are Your Goals?

The cornerstone of any content strategy is to match what you want to produce with your business objectives and strategic goals.  Key here is to answer this question: How will your content strategy integrate with your other strategic efforts?

Who Is Your Audience?

Who are the members of your target audience-customers or prospects?  What are their problems?  And more important: How can you help them?
What Do You Want the Content to Achieve?

What effects do you want your content to have?  What action do you want customers or prospects to take?  And how will you measure their behavior and define the “success” of your efforts?

What Are You Going to Develop?

How can you present the content in a way that best engages the intended audience?  What are their preferences, demographics?  Are they offline or online?  What types of media or which platforms best resonate with your customers, or your prospects?  What’s your budget?

How Are You Going to Develop It?

What is your approach to developing whatever it is you are going to develop? These last 2 questions are central to your content efforts: it’s critical to your success that you get them right.

(Ann Handly is the chief content officer of MarketingProfs.com.  She is also a writer who blogs at the MarketingProfs Daily Fix, the Huffinton Post, and Mashable.)