Stop Asking What to Post. Start Asking What People Need.

One of the most common marketing questions is: "What should we post this week?"

It's a reasonable question, but it's also the wrong place to start. When marketing begins with a content calendar, it often becomes reactive. We search for something to say instead of thinking about what people actually need to hear.

A better question is: "What does our audience need from us right now."

They don't always need an announcement. Sometimes they need reassurance. Sometimes they need information. Sometimes they need inspiration. Sometimes they simply need to know you exist before they need your service.

The answer changes depending on whom you're trying to reach.

Think about the questions people are asking.

Good marketing often answers questions before they're asked. If you're a nonprofit, maybe it's, "How can I help?" "Where does my donation go?" If you're a small business: "Why should I choose you instead of someone else?" if you're an arts organization: "Will I enjoy this if I've never been before?"

Those are the conversations your marketing should be having.

Every post should have a job.

Not every post is trying to make a sale. Some build trust. Some educate. Some invite people into your story. Some simply remind people you're still here.

When every piece of of content has a purpose, you stop feeling pressure to constantly come up with something new. It becomes an opportunity to answer important questions.

Marketing becomes easier when you're useful.

The organizations that earn attention consistently aren't always the loudest. They're the ones that regularly provide something the audience values. Somestimes that's information. Sometimes it's perspective. Sometimes it's simply making someone's decision a little easier.

Before you make your next post ...

Instead of asking: "What should we post?" Try asking: "What would be genuinely helpful to the people we're trying to reach?"

That's usually where the best marketing begins.