"There are several elements that I always consider before I start creating, or leading a team to create, content. First, I determine what the purpose of the content is and who it should reach. Then I think about what voice and tone should be used, in addition to the editorial style and type of language. I consider how the content should be structured and distributed to fulfill its purpose. How will the target audience view the content? Finally, I gather and put all of this information, including SEO requirements, into a brief that is then used by the writer to produce the content."