5 Questions You Should Ask Before Marketing

Creating marketing content can be exciting, but I've found that one of the biggest mistakes businesses make is jumping straight into filming or designing without first asking why they're creating it.

The truth is, even the best-looking video or social media post won't do much if it isn't tied to a clear purpose. Before I start any project, I like to take a step back and ask a few simple questions. Those answers help shape the message, the visuals, and ultimately the results. Spending a little extra time planning upfront almost always leads to stronger content—and a better return on your investment.

1. Who Am I Trying to Reach?

The first question is always about your audience.

Are you speaking to potential customers? Future employees? Existing clients? Every audience has different questions, interests, and motivations. The better you understand who you're talking to, the easier it becomes to create content that feels relevant and encourages people to take action.

Instead of trying to appeal to everyone, focus on the people you're hoping to connect with most.

2. What Do I Want Someone to Do After Seeing This?

Every piece of marketing should have a purpose.

Maybe you want someone to visit your website, request a quote, apply for a job, or simply learn more about your business. Having a clear goal helps determine everything from the message and visuals to where the content should be shared.

When your content has a specific objective, it's much easier to measure whether it's actually working.

3. What Questions Can I Answer?

One of the best sources of marketing content is already sitting in your inbox or coming up during conversations with customers.

Think about the questions you answer every week. Those can become blog posts, videos, social media content, or FAQs that help future customers feel more informed before they ever contact you.

Not only does this position your business as a helpful resource, but it also creates valuable content that supports your website's SEO and helps people find you through search.

4. Will This Still Be Valuable Six Months From Now?

While it's okay to create content around trends or current events, I always recommend balancing that with evergreen content.

Educational videos, customer testimonials, brand stories, and frequently asked questions continue working long after they're published. They become marketing assets you can reuse across your website, social media, and email campaigns, helping you get more value from every project.

Thinking long-term often leads to smarter content decisions.

Ready to Make Some Strategic Content?

Before creating your next piece of marketing content, take a few minutes to ask yourself:

• Who am I trying to reach?
• What do I want them to do?
• What questions can I answer?
• Will this content still be valuable months from now?

Starting with these questions creates a stronger foundation and helps ensure every piece of content has a purpose—not just a place on your social media feed.

Whether you're creating your first brand video or planning months of content, I'd love to help you build a strategy that works for your business.