The September content reset: four decisions before you add another thing to the plan

September has a particular kind of energy.

Everyone is properly back. The inbox is full again. Q4 suddenly feels very close.

And somewhere in the business, somebody has already said:

“We should probably do some video.”

Or a podcast. Or more social content. Or a campaign. Or all four.

Before another thing gets added to the plan, I’d spend 15 minutes answering four questions.

1. Who are we actually trying to reach?

Not “customers”.

Who specifically needs to understand, care about or do something differently?

2. What does the communication need to help happen?

A sale?

A conversation?

A registration?

More confidence in your experts?

Better understanding of something complicated?

This is the bit that should come before deciding whether you need a video, podcast or anything else.

3. What is the one useful territory?

If you could only become known for, explain or prove one thing with this piece of activity, what would it be?

Not six messages squeezed into one film.

One useful territory your audience has a reason to care about.

4. What evidence would tell us it was worth doing?

It doesn’t have to mean instant sales.

It might be replies. Registrations. Useful conversations. Enquiries. People watching long enough to get the point.

But agree something before you start.

The 15-minute content triage

If you’re doing this with your team, give each question three minutes.

Then spend the final three minutes asking:

What is the smallest sensible thing we could make to test what we’ve just agreed?

That might be one expert conversation.

One useful video.

One pilot podcast episode.

One interview with a small set of supporting clips.

Something you can actually make, use and learn from.

Because September probably doesn’t need another sprawling content calendar.

It might just need one good decision and a sensible first test.

Darren

WIDEO.co.uk
Good content starts with a better conversation.