“Who and “What”: some key questions to consider when creating digital content

by Leslie Goldstein

Of the six fundamental questions that each communicator should consider when writing digital content, I believe the “Who” and the “What” are the most important to tackle first.   Asking ourselves, “who?” obliges us to think about what kind of voice is best for our brand and how we can use that voice to engage with all of our audiences.   Understanding the voice of the brand will allow us to build a relationship with our customers, potential customers and influencers. By asking “who?” we are also thinking about and defining what we would like customers to experience when reading this digital content. The customer’s primarily positive reactions to digital content nourishes their relationship with the voice of the brand that we as communicators continuously develop. This relationship between the company’s brand and its internal and external audiences is a key component in the establishment and growth of the business.

After we ask ourselves “who”, the question of “what” needs to be answered. Knowing what your content will be will guide the writer in formulating those primary and secondary messages that work to keep your brand voice unique. Making sure that your content is aligned with your organization’s business objectives and marketing strategy will also help to streamline your messaging and communicate it to the right audiences.

How can we measure the success rates of these two questions? Tracking the number of views, likes and shares across the various social media platforms can inform us as to whether we are engaging with our audiences or community. Comments and questions coming from our audiences on a company Facebook page, for example, can provide insight on their likes and dislikes. It is this open form of exchange that has made digital content such an integral part of social media as a business tool.


3 thoughts on ““Who and “What”: some key questions to consider when creating digital content

  1. Annabelle Olivier

    Clear and concise! You may want to consider ending your first paragraph after the first sentence. Often in web writing, the paragraphs are very short to allow the reader to scan more easily and also if the reader is on a mobile device, a normal paragraph appears as a large chunk of text that can be off-putting.


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