Content drives traffic. It helps make sales. It provides authority, credibility and familiarity – all buying triggers. It also helps you market your business.
Unfortunately, many business owners write their content without any direction or purpose in mind. They may write fantastic content. Yet if it’s missing a purpose, 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 credibility and authority
- To motivate a response/comments/links
- Collect opt-ins
On the other hand, if your content is missing a purpose then you’re missing out on a valuable opportunity.
Making the Decision
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 plan it for the entire quarter. (If you don’t plan your content at all, consider starting a new practice. Planning your content helps you make the most of your efforts.)
When you plan your content you’ll likely determine the keywords and the topic. 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 that month leading up to the launch will ideally support the launch. It’ll generate interest and excitement. The purpose of the content 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.
How to Include Your Purpose in Your Content
Every piece of content needs to have some sort of 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. That’s your call to action. If you want to send people to a sales page, you need some sort of “Visit LINK to learn more.” Your purpose will be integrated into your call to action.
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.
Speaking of call to action and purpose of writing a post…let’s look at mine right here.
My Post As Example
My purpose for writing this post is a) boost authority/credibility and b) drive you to a sales page.
Right now I have the Summer Motivation workshop for sale and I will only keep it up until the end of June. It’s about planning your content for the summer so you can enjoy more free time with less stress.
So how am I doing that? Well this month the content on Snarky is focusing more on planning and content. I’m gearing my own content to point you towards why you need the workshop.
Now generally when I write a post on any of my other blogs or posts here, I will be more “smooth” when I point to links. But in this case, I want to show you first hand the point I’m trying to make with content.
It makes your blogging much smoother and easier. Less stress about what in the world you are going to write about. I have all the worksheets and workbooks ready for you to plan your blog this summer. Go check out the Summer Motivation workshop.