Content is often considered an online business owner’s primary resource and a great asset. It drives traffic. It enables you to market your business. It helps make a sale. It provides authority, credibility, and liking, all buying triggers.
Unfortunately, many business owners write their content without any direction or purpose in mind. They may write fantastic content, but, If it’s missing a target, it’s missing an opportunity. So what do you want your content to accomplish? It doesn’t matter if it’s short like a blog post or an article. It doesn’t matter if it’s a larger content piece like a report or e-book. It needs a purpose.
Potential Content Purposes
- To drive traffic to a web page
- To increase SEO
- To drive traffic to a sales page
- To generate affiliate income
- To boost authority
- To encourage engagement by getting a response/comments/links
- Collect opt-ins
You may find that occasionally your content has more than one purpose. For example, a report may be designed to collect opt-ins. In addition to the opt-in, you may also include links within the body of the report to generate additional interest. Or you may link back to a landing page on your website to promote your products or services.
On the other hand, if your content is missing a purpose then you’re missing out on a valuable opportunity.
Making the Decision – Create a Content Plan
The best time to determine the purpose for your content is when you create a content plan. Different people take different approaches. You may plan your content for the coming week. Or you may schedule it for the entire quarter. (If you don’t plan your content at all, consider making a fresh start. Planning your content helps you make the most of your efforts.)
When you plan your content you’ll likely determine the topic and keywords. You’ll also decide when you’re going to publish it and where. It makes sense to integrate your content into your traffic generation, SEO, sales, and marketing strategies. This means assigning your content a purpose.
For example, you may know that in three months you’re going to launch a new service. Your content during the month leading up to the introduction of the service will ideally support the launch. It will generate interest and excitement. The purpose of the material, therefore, will be to drive traffic to your opt-in page. People can sign up ahead of time and receive notification when you launch. They may also receive special pricing. Your content can also generate awareness for the need of your new service. Or it can send traffic to your sales page once you launch.
Where Are Your Readers in the Buying Cycle?
In addition to having a purpose, you should be able to write to where the reader is in the sales funnel. As illustrated in the graphic at the top you should structure your content to match the readers’ awareness of your product space, niche, and position. Writing to that level allows the reader to grasp a better understanding of your product and services and strengthens your brand’s messaging.
How to Include an End Goal in Your Content
Every piece of content needs to have some call to action. For example, if you want to motivate comments and feedback at the end of a blog post, you have to ask for it. Thatís your call to action. If you’re going to send people to a sales page, you need a “Call to action.” (see the last paragraph on this post as an example).
Take a look at the content you have planned for the next week or month. Does each piece have a purpose? Do you have a call to action? Is your content part of your overall business growth strategy? If not, make some quick changes and start reaping the rewards.
Our SEO Essentials and Digital Marketing for Business classes go into great detail as to how to research keywords, topic ideation and setting up a calendar for posting. Classes are available throughout this year, don’t miss out – sign up today!