Ultimately, the power of an idea-centric approach to content marketing boils down to one thing: focus. You cut through the clutter and make a lasting impression on your audience by rallying your content around a singular, resonant theme.

It's not about churning out more content; it's about making every asset serve a bigger story.

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

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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?

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