Every content marketer has heard the old maxim that “fresh content is king”, and, to some extent, this is absolutely true. Regular updates of your blog, website and social media channels are a great way to keep those search rankings consistently high.
However, publishing content indiscriminately without clear goals in mind can actually do more harm than good. The solution lies in creating content with purpose.
What is content with purpose?
There are four key reasons for producing content:
- Boosting SERP rankings
- Generating backlinks
- Driving audience engagement on social media
- Educating a target audience
Every piece of content that you create should aim to satisfy one of these critical goals.
- Boost SERP rankings
When the goal for your content is to earn organic SERP rankings, it is important to focus on creating top-quality pieces that specifically address significant keywords associated with your desired rankings. To produce content that satisfies this goal, consider key details such as searcher intent, location, demographic and experience.
- Generate backlinks
If you want to use your content to build links, then you’ll have to think about what your target or key influencers might consider “linkable” features. Depending on your audience, these might include:
- Survey reports
- Interactive tools
- Guest posts
- Drive engagement
Like creating content to generate links, what you post on social media needs to be worth sharing. Think videos, images, interactive quizzes, polls, contests or giveaways – anything that will inspire and motivate your followers to share your content with a wider audience. For most marketers, this means creating content specifically for social channels, rather than trying to push content better suited to other outlets.
In order to produce educational content that moves prospects through the sales funnel, content marketers must understand the questions that those prospects are asking and where they stand against the competition. When potential new customers go looking for information, you want to be the source that they turn to, and you want your site to be ready with even more educational content that will keep them moving toward a sale.
Part of a successful content marketing strategy is creating content that achieves specific goals. This may mean taking the time to produce different content for different sources, instead of trying to create one piece that ticks all the boxes. Keeping these four content goals top of mind is a great start.