What comes first. Huh? That’s right, the “what” matters more than anything else when you set out to create strong, appealing content.
Sounds simple. But it’s not. Figuring out “what” can be deceptively difficult: It involves deciding upon the main message that you, or your client, want to communicate with, and through, the content. Not the top three or five, but the single most crucial message the content must convey.
Once the “what” is clear, other content-related choices — notably, the “how” relating to the best medium, design and communication channels — snap into sharper focus.
This model works with any subject. Here’s a perfect example: a brand new way to separate eggs, quickly and without mess. Okay, that’s the what. So, now how should that content be communicated? Demonstrate it! Show how. You gotta see it to get it: video is perfect for this.
