Why the ‘why’ matters in content planning
As I dive into content planning for next year, one lesson sticks with me: always start with "why."
I’ve had my fair share of content ideas that fell flat. Early on, I focused on what I thought was cool but I wasn’t tuned in to my audience's needs. Lesson learned: you need a clear purpose for every piece of content.
Make 👏 me 👏 care
I once came across a creative brief that had a section labeled "Make 👏 me 👏 care." It’s stuck with me because it captures what great content is all about—connecting to your audience in a meaningful way. Here’s how starting with "why" shapes my approach:
Start with audience insights: Before creating anything, I dig into audience data. Who are they? What are they searching for? Knowing this ensures the content is relevant and valuable.
Align with business goals: I always ask, "How does this content support our broader objectives?" Whether it's driving leads, nurturing prospects, or supporting a product launch, every piece needs a strategic role.
Test, measure, adjust: Content creation isn’t a set-it-and-forget-it game. I constantly monitor engagement and tweak where needed—sometimes that means adjusting a headline, other times reworking an entire CTA. Data informs all my decisions.
Embrace flexibility: Not every piece will land perfectly, and that’s okay. Repurposing or updating content based on what’s working allows for more consistent success.
From random acts of content to strategic storytelling
Moving forward, my strategy will center on starting with "why." Creating content that matters begins with understanding your audience and aligning your efforts with both their needs and your business goals. That’s how you move from random acts of content to strategic storytelling.
