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?

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?)

Outcome? What’s in it for the reader? How are you making their lives better or jobs easier in some way? What’s the pain point you are solving for them?

Replacement factor? If you didn’t provide this kind of information for your audience, would they care — or notice? Could they find the information elsewhere? Is what you are saying really that important?