Before your writers start creating dynamic content and your graphic designers mock up ads or infographics, the team needs to understand the goals of the messaging. Who’s the audience? Who are you trying to influence? And what’s the call to action? And just as importantly, what are the steps required to get your asset completed within the designated time frame?
Maybe there isn’t a call to action, because the content is meant for the top of the buying funnel—the stage where potential buyers are simply researching options. Or perhaps the article is very focused on comparing features and pricing and is meant to help close a potential sale.