2
PlanningPurposes, Personas, Conversations
Successful writers don’t start by writing. They plan before they write (and they plan while they write and through all their revisions).
Planning is part of developing a content strategy. See Interlude 1 right after this chapter.
At every level and for every piece of content (entire site, web page, mobile app or site, social media message, blog article), start by asking yourself:
• Why?
• Who?
• What’s the conversation?
You might call what I’m covering here your creative brief.
Your site = you = one side of the conversation. You have to know what you want that conversation to accomplish.
Your site visitor = the other side of the conversation. To have successful conversations with your site visitors, ...
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