Thread by @mmendeswrites

"Can you help me rework my content strategy?"

Sure, I just have a *few* questions.

The 🧵 of 27 questions I ask when I build a content strategy:

(Only 5 are content-specific!)

1. Why do you exist? (The company, not them as a person )

2. Who needs you, and why?

3. How are you different than any other company that does XYZ?

4. Who are your top competitors?

5. What is your top product/service (and how much do people pay for it)?

6. What is your 6-month, 1-year, and 5-year growth goal?

7. What growth KPIs do you measure ($ revenue, # of customers)?

8. Do you have any partnerships?

9. Who is your ideal customer and what are they like (describe them)?

10. How do they find you?

11. What are the top problem(s) they are trying to solve by buying from you?

12. If they don't buy from you or a competitor, what are their other options?

13. How many people are involved in making the decision to buy (and who are they)?

14. How long do customers stay?

15. How often do customers make referrals to other good customers?

16. How long does it take a customer to make the decision to buy?

17. Who do they talk to along the way?

18. How do current customers describe your solution? What do they call it?

19. How many touchpoints do you have with a customer before they buy?

20. What channel does your sales/marketing team spend the most time on right now?

21. Where are the biggest bottlenecks in the sales process right now?

22. What questions do prospects and customers ask over and over?

23. How does content help new customers find you right now? (First content-specific question)

24. What's the best content you've ever created, and why?

25. What content formats have worked the best, and why?

26. What content has performed the worst, and why?

27. What metrics do you use to track content performance?

Add your questions to the list 👇