If you’re looking to get more out of content, work through each of these five questions when you’re at the planning stage to save yourself a bunch of time and hassle on content that’s unlikely to win you more clients.

Content takes time. Quality content definitely takes time. But this time investment should pay off with actual people buying our stuff. If not, you’re probably very busy being busy. So, I’m sharing the five questions I ask when creating content to make sure it works its little socks off for a business.

Does it have a purpose?

If your content does not have a purpose or reason to exist then why bother doing it? By purpose, I mean it should be raising some kind of awareness of your brand or letting folks get to know you. Perhaps it’s going to drive them to your newsletter or podcast? Or even buy something.

Whatever it is – you need to know where this bit of content sits within your content strategy, your customer journey and your content plan.

What on earth does customer journey mean?

That’s one of those niggling marketing terms that means the path your customer takes from the point where they’ve never heard of you to the point where they part with their cash multiple times. You’ll notice here that I don’t say sale because if your customer journey stops at the sale then you’re missing out on a whole load of extra sales since your best marketing channel is your existing customers.

Before you even start cracking open the Canva, you really need to understand where your customers are finding you at the moment. I mean, why waste time creating beautiful graphics if your customers don’t even see them?

If you need to know if your content has a purpose, go back to mapping out how your customers find you. Map out what this looks like for those who already know you and those who are yet to find out about your existence. They all need different things (and in different places).

But content without a purpose is just wasting your time online.

Does it make an impact?

Not every piece of content will make an impact but you should be constantly tweaking because you’re watching what does. You can interpret impact here in a couple of ways.

Does it make an impact on your bottom line?
Will it make an impact on your customers?
Or will it make an impact on the community around you?

If you can answer one of these – or better yet all three – then you’re on the right track with your content.

Will it build momentum?

It’s all well and good having lovely content that makes sales but are more people joining your newsletter? Are you increasing website traffic and sales? Is your business growing?

To do this, you need to create some momentum with your content. This means learning from what works and getting creative. If not, you could find yourself bumbling along at the same level for years. You might be okay with this (there’s nothing wrong with it) but you’re a business on a mission. You want to share your values with the world. To do that, you need to reach more people, and more businesses and make a change.

This means growing but growing in a comfortable and organic way. There are strategies you can use to have a quick burst of growth but you wouldn’t want to do this all of the time. Instead, consistent growth will help you to avoid that burnout you get from flying off like a rocket always in launch mode.

In practice, this might look like writing some lovely long SEO blogs that will bring in consistent traffic and leads over time. So the blog works when you don’t fancy it.

It’s a bit like the tortoise and the hare. You can be the hare for a bit when you’ve got something big and juicy going on but eventually, a nice nap under that tree is going to look real attractive very soon.

Or if you plod along working to your time, resources and capacity then you’re more likely to make better, sustained progress. I know which one I’d prefer.

Is it going to lead to profit?

I want to hug everyone who is churning out the latest thing on social media. Jumping on Clubhouse, Lives, Reels, Shorts, whatever without the faintest clue if it’s going to work for them. It might get reach and engagement, but does it get sales?

If you’re running about creating a butt-load of content then you want to make a butt-load of money in return. This is about getting a return on investment for your marketing or if you’re DIY-ing it – for your time.

And do I enjoy it?

Perhaps the most important question you should ask before creating content is whether or not you enjoy it. If you like writing blogs, then write a blog. Prefer video or podcasting? Then do that. Don’t like any of it? Then it might be time to think about hiring someone to do it for you.

It’s important to enjoy creating content if you’re doing it yourself because your passion (or lack of) will show through. There’s nothing worse than forcing yourself to do something because you think you have to do it and it does not even bring you any clients.

So if you don’t enjoy something ask yourself: is this going to bring in clients to my business? If not, why am I bothering to do it?

Okay, when you start out you might not know what brings people to your business. This is where you need to have a solid content strategy in place to help. And to do that initial market research.

If you are enjoying the content creation but it’s not making the sales you need, then maybe it’s time to talk? I’ve got a PIMP My Content Programme that’s built just for you. By the end, you’ll have the confidence to create your content and know what you need to look for in it.