Where To Start When Creating Content

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Creating Content; as Easy as 1,2,3-As

Have you ever found yourself staring at the screen waiting for inspiration to take a seat right next to you? We all have that hope that if we gaze long enough at a blank document the wheels will start turning and our fingers. That has never worked for anyone. But, I’m going to let you in on a little secret. The most reliable starting point for anyone creating content is at the beginning of the alphabet: A for awareness, advocacy ,and action. 


Awareness allows us to streamline the process of getting started. The more you know your audience, the easier it is to understand  the messaging they need. When creating content, it’s always a good idea to engage, inspire and educate your digital community.

 Ask yourself the following question:

  1. What topic will my audience benefit from learning about? 
    • Example: Raise awareness about specific resources for IDD families within at-risk populations such as native spanish speakers. .

Raising awareness should always come easy for your organization because you know your audience better than anyone so trust yourself. When you find yourself stuck during your content meetings, start with awareness. 

After you’ve published your content to create awareness, decide if it makes sense for your audience to continue learning and engaging with the topic. 

If the answer is yes, the next step is to publish content containing advocacy tools.


Advocacy provides an opportunity to get your audience to engage with you and the community. You’ve already made them aware of the topic/problems, and now you can provide the tools to get involved. 

Ask yourself the following questions …

  1. How can we educate our digital community on this issue?
    1. Example: The topic is the lack of resources for Spanish speaking IDD families
    2. Content idea: Interview a family member on their experience obtaining resources/services? 
  2. What are some ways can we support grassroots efforts with this issue?
    1. Example: You learn about HS students donating their time to help Spanish-speaking families translate information. You share this discovery with your network.
    2. Content idea: Have your staff volunteer and video their experience, provide information on ways your audience can become involved and the impact this effort has on the community.

Your organization participates in advocacy by educating your audience or sharing information on how they get involved, so create awareness to inspire action. 


You’ve created awareness about the lack of resources for Spanish-speaking families, provided advocacy learning tools – now what? Time for action! Teach your audience to create change. 

Content ideas: video asking community members to ask service agencies to hire Spanish-speaking staff. At the end of the video, ask your audience what they are doing to address the issue. Action is about doing, leading by example. Show your audience what you are doing and challenge your audience to participate. Stick to the three A’s and you’ll never get stuck just staring at your screen.



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