Audience-first content strategy: research, create, and repurpose

Executive overview

Amy Posner shares a quick framework for creating content that resonates after neglecting it during a period of strong inbound business. The core insight is to start with your audience's existing media diet — who they follow, what they read — then create content that slots directly into that space. Once a piece is created, parsing it across multiple channels and media formats is an obvious multiplier that most people skip.

Research your audience before writing

• Identify who your target audience is already reading and following.
• Map the topics and themes they engage with.
• Use that research to decide what content angle will feel immediately relevant to them.

Content creation and repurposing

• Create content designed to fit naturally into your audience's existing information space.
• After creating one piece, reformat it for multiple channels and media types.
• Repurposing is a straightforward force multiplier — skipping it wastes the original effort.