BUT WHY?

If your business is creating content, do you know why you’re doing it?

It sounds like a dumb question, but I’m constantly surprised how vague the answers are. The sharpest screed ever written is a waste of money if you don’t know who you want to reach and why. It’s fine to have a slightly nebulous goal, such as brand awareness. But it’s better to be specific. Who are you raising your profile with and why? New customers? Existing customers? Business partners? Employees? Policy makers? Brian who works in IT for an accounting firm? Susan, who’s at a 7-11 buying a hot dog, which might be greatly improved by your new chimichurri sauce?

Your content is a means, not an end. Treat it that way.