What exactly is this about in terms of detailed needs?
I need to know basic fears and desires in order to put myself in the shoes of a dialogue partner. However, in order to tailor content precisely to the needs of my target groups - in relation to what I offer and what I am particularly good at - I need to be clear about the very specific issue I am addressing here. Conversely, this must also be immediately apparent to others from my content.
By the way, “problem” is misleading in that not all content has to be informative, sophisticated or aimed at gaining specific knowledge. Purely entertaining content also offers a certain benefit.
For example, people use entertaining content to maintain bank data relationships, to feel like they belong to certain groups, or to prove that they are always the first to discover the funniest content on the Internet. Read more about the motivations behind recommending content here.
5. What does he/she know, can or have better afterwards?
What are the insights or other gains from the content piece?
This question takes up the findings from the previous question and leads to the concrete result of the posting. Each piece of content follows a so-called insight-driven interest. When the person for whom the content is intended leaves the contact point: what does he or she take with him or her? What is the benefit, of course related to the needs from point 4.
I have to be able to describe this result precisely. Only when I can do that is the content convincing and can it fulfill its purpose for everyone involved. There can also be several benefits. The key thing is that you formulate these clearly for yourself and that these benefits are clearly recognizable for the person you are talking to.
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