Before you write anything, ask yourself the 3 following questions.

Why do you write?

When you write a document there is always a selfish reason. You want to get something from your audience. Share some information, ask them to do something (subscribe, buy). Start with Why.

Who is your audience?

You need to know who you are writing for, the

... See more

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?

... See more

Make sure you know why you’re doing something, especially if you’re a publisher or brand and you have limited bandwidth and / or resources. Your print magazine has a blog? Why? What is that accomplishing? Is it even good or does it make you look bad? Define your goals, inspect them thoroughly and be able to have an honest answer about why you want... See more