A content-first approach involves planning content around what one has to say, instead of how to present it. The characteristics of the content will determine the most appropriate layout, rather than having the layout define the specifics of the content. Working with real content that presents the actual information customers will consult when making decisions creates better designs. A content-first approach starts with audience needs, and considers how different elements of content will influence audience understanding and interest in messages, and behaviors they will take after viewing the content. Content-first planning also helps to identify structural patterns in the content that audiences need, which can be developed into content types.