10 Unconventional Questions to Ask Before Creating Content

I don’t like telling people what to do. Why?

Because I do not believe that there are any hard and fast rules in life and definitely not in business. You know your business better than anyone and I’m not going to tell you how to manage your marketing.

But I can give you some tips and questions to answer that may illuminate where you can give your brand more attention.

For starters, I believe that content marketing is a vital component of every brand these days. Even businesses that support other businesses, make packaging or distribute products have space for some kind of content marketing. Heck, even Waste Management has invested in content creation.  

Content marketing is MUCH MORE than just social media. I’ll be the first to tell you that social media might not be the best place for your business. Content marketing is all about connection and establishing your brand (not just a business).

Whether you have started content creation efforts or you are thinking about it, here are a few unconventional questions you might want to ask yourself:

1) What’s on your heart to share?

Brands with meaning, purpose and heart are the ones that standout in the game of endless consumption.

2) Where are your current customers physically located during the day?

Listen, we hear about customer avatars and those can be helpful, but part of the deal with content is that it needs to hit at a subconscious level. We have too many messages bombarding us all day, we need to create beautiful things that feel easy to consume because they are in the background of our lives.

Are your core customers commuting (and listening to podcasts or radio)? Are they in front of an email inbox? Do they like to read? Is every social media app downloaded on their phone? Do they spend their days outdoors or in the yoga studio? The answers will dictate how you can physically reach them.

3) Is your product or service highly visual?

If the answer is yes, then you might want to think about visual platforms, such as Pinterest and Instagram.

4) How do you like to communicate?

Do you like to write, take videos, talk, draw, etc.? We always hear about asking our customers how they want to be communicated with, but what you like doing is what you will commit to doing and content marketing is driven by consistency. Your audience will adapt.

5) What do you have to say that is different than anyone else?

If no one was censoring you or limiting you, what would your most controversial or surprising opinions be? If expressed in the right way, this will increase engagement.

6) If you knew that your content efforts would be successful, that you could not fail, what would you say or do?  

Maybe you would dance, jig, meditate with your audience. I don’t know, but you have an answer in you – I know it.

7) How can you bring people into your brand’s mission?

Remember, the goal of content creation is to build and connect with a loyal and engaged community. People, now more than ever, want to feel like they belong somewhere and have a place to contribute in positive ways. Bring them along for the ride of building your brand.   

8) How can you have more fun? How can you let your content be more easy?

Content that is entertaining or interesting always wins. If you’re having fun, someone consuming it is also having fun. P.S. Having fun and letting it be easy means creating imperfect content. Be real. People trust and admire brands that show their “realness.”  

9) What trends can you speak on?

Try using different tools like Google Trends, SEM Rush or Exploding Topics to see what’s going on in the interwebs. Listen to podcasts, read books or current industry publications. Know what’s going on in the world and then offer your or your brand’s unique perspective.

10) How can you show more of your brand’s multifacetedness?

Here’s the thing, every interesting person (and business) is multidimensional. For example, I own a marketing agency, but a lot of my content has a spiritual tone and is designed to be uplifting (because that is what happens to be on my heart a lot of the time). I don’t just offer marketing tips. You want to be the brand that people come to for inspiration, advice, humor, etc. Don’t worry so much about fitting into a nice little niched box. Let your audience see all of you.

To Sum It Up

In the words of Marie Forleo, the world needs that special thing that only you have. I know the same goes for your brand and one way you can let that light shine is through content.

Which question was the most impactful for you? Let me know here!

Always sending big love to you.

Xoxo,

Em