Stop Asking “What Should I Post?” ... Start Asking This Instead.
Purpose-driven content begins with why. Here are three simple questions to guide your strategy—and your impact.
One of the most common questions I hear from leaders and creators is: What should I post?
It’s a fair question—but as I often say, it’s also the wrong starting place.
When you begin with “what,” you risk defaulting to trends, templates, or tactics that might fill a calendar but don’t actually connect with people, or serve your purpose in creating the content.
That’s why, in Content With Purpose, I encourage a shift: instead of starting with what to post, start with why it matters — not only to your audience, but to your business, too.
Here are three questions that can help you do just that:
What change do you want to see in your industry, community, or the world?
What story do you need your audience to believe about themselves to make that change possible?
How can your content, product, or service act as a bridge between where they are now and where they want to be?
These questions transform the work of content from a tactical exercise to a strategic one. They shift the focus from mere output to impact.
And here’s the best part: when you’re rooted in purpose, the content you create not only resonates—it serves your audience, and maybe you and your business, too. It feels meaningful. It makes sense of why you’re showing up.
So the next time you feel stuck on what to post, simply pause, and try asking these questions.
Then let your answers guide your strategy.