The Value of Intention in your Online Content

When it comes to the content we share on social media, it is more important than ever before that it is intentional. Intention, means it should be purposeful – that you have given it some thought before you press the “post” button.

“When you’re intentional, you can add value to everything you do and to every person you meet.” – John C. Maxwell

Asking yourself the following questions can help you to decide if the content you’re about to share meets the criteria and is with intention:

Is it informative or inspiring?
Does it solve a problem?
Is it entertaining and/or engaging?
Will it elicit an emotional response from our target audience?
Is it focused on you, or is it focused on others?

When we hold our content to account, we automatically create intention.

This means that we care about the outcome and that we have a goal or a purpose in mind.

Perhaps we are looking to share a bright and cheery message with the world on a dark and dreary day. Maybe we have learned some new information or have a new set of tips that we think will be helpful. Or we may wish to tell an important story that will potentially benefit or inspire our readers.

Regardless of what it is exactly that we are trying to accomplish with the particular content, it is critical that we view it through the lens of the reader. After all, this isn’t our personal diary that we’re talking about. Therefore, our content, even when told through our words, thoughts, and voice, should ALWAYS be focused on how it will affect/help/interest our audience in some way, shape, or form.

When we keep these parameters in mind, we ensure that we have some checks and balances in place.

Now, I’m not saying that there’s anything wrong with sharing the occasional cat video (you do you), I’m just saying that, more often than not, ask yourself the WHO, WHAT, WHERE, WHEN, WHY, and HOW questions to determine if your content is striking the right note.

Now, you may be thinking, “this all sounds great, but where am I supposed to find all of this intentional content? And, what do I do on the days where I do NOT feel inspired?”

First, my suggestion is that you take a close look at your WHY.

Your why is what makes you get out of bed every morning and the reason you work so hard to accomplish your goals. Your why should be the thing(s) that motivate and inspire you to work harder and do better. Once you have established a clear reason why, you will have solved the motivation piece of the puzzle.

Next, identify WHO your ideal customer/target audience is and determine WHAT they are looking for.

Are they reading your content because it puts a smile on their face, or because it shows them how to approach a new task or skill, or because they look to you for guidance and wisdom? Perhaps your content aims to do one or more of these things on any given day. None of these outcomes is better than the other – what’s important is that there IS a desired outcome (i.e. an intention).

(download your own customer persona worksheet by clicking here)

And finally, give yourself some grace.

I can promise you that no one – absolutely no one – wakes up every single morning feeling inspired and full of wisdom. Some days will be better than others, so make the days where you feel prophetic and profound work for you. Take advantage of when you feel inspired and create content in batches. That way, the next time you wake up feeling like you’ve literally got nothing new to say, you can draw from your bank of existing content. Boom! Problem solved.

What is your word this year? Use your voice. Make an impact.