I was in a meeting with a potential client yesterday, and something they said caught my attention. They wanted their content to “make a splash” – but what does that really mean?

It’s a bit ambiguous.

See, sometimes, companies create content – blog posts, social media, etc – without clearly defining the goal.

Are you looking to build brand awareness? Brand favorability? Lead generation? Or maybe set the stage for something bigger, like opening new locations or expanding into a new market?

The next time you’re about to launch a content project, ask yourself: What’s the true objective here?

Once you have that answer, everything else falls into place.

– Amy