Content is often considered an online business owner’s primary resource. It drives traffic. It helps make a sale. It provides authority, credibility and liking – all buying triggers. It also helps you market your business.you may have one of these reasons in mind when you write a blog post or create a new page on your website. With that in mind, does your content have a purpose?
When we work with clients, one of the first things we ask is, “Why is the purpose of your website?” Really the question is asking what the client is looking to achieve by having a website; what is the purpose?
On a smaller level, this applies to the content on the site. 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. Are you writing, “on purpose?”
Does Your Content Have a Purpose? Some 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
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-ins you may also include affiliate links within the body of the report to generate income. Or you may link back to a sales 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
So I ask again, “Does Your Content Have a Purpose?” 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.
If you are looking for topics you can write about, you may want to join my FREE Ultimate Blog Challenge – this is run once a quarter and you are given blog topics to write about! There is a great community and helps not only with topics to write about, it also helps gain traffic, offers free live training and so much more.
I am always seeking a purpose in my content! I need to work on some other ways to improve them though.
You are ahead of the game then, Ivy! Keep it up!
What is your take on providing free content? I see many sites offer a free report or ebook. I imagine it is to get contact information. Are there other benefits to providing free content?
I think providing free content is a great idea. In a sense, when you publish content on your blog you are also giving out free content.
When you give people your information, you are also building up your reputation and status as an expert!
My primary objective is to increase numbers to my website which, offers me opportunities and strengthens my brand platform. Thanks for the challenge Paul. It’s pushing me to get some pieces written without overthinking it, which I may not have got around to otherwise. Today’s is outside my normal writing style and has caused quite a stir. I suspect would still be in draft form at best without the challenge. #blogboost
Trying new things is a way that will help you grow, Jane! Stick with it and see what happens. If it does not work, go back to what did!
By the way, when you say “increase your numbers” I assume you have a firm grasp on what those numbers are and that you are tracking them. Do you?
I was just looking at a photo of Multnoma Falls earlier this week. I love that falls. Now to your article. We have a lot of great content, but we don’t often address the issue of the purpose of the content. Thanks so much for showing me why that’s critical. I’ll be working on that.
You should always post with a reason in mind… In some cases the reason can be to simply provide content. But keep in mind that you should consider the reason first. Thanks, Ed!
I really like the idea of a call to action on each post, and of having a content plan. I think I am going to sit down and try to come up with one. I know the main purpose of my website is to try to sell my art… but not all of the content is ONLY for that purpose.
Sometimes the content is to inform or teach, sometimes it is highlight another artist’s work, sometimes it is to share the process with the reader… of course always hoping that once someone is taught something, or sees the process, they might decide to buy… so those would have two purposes I suppose… but I guess I need to really think about my purpose for each post if I”m going to include a call to action, because I need to decide what action I am trying to get with the post.
Good idea, Vicki. I have to admist – I do not always have a Call To Action, however, I am trying to be better at it. If you look at some of my older posts you will find I didn’t have a definitive CTA.
One thing you can always have as a ‘default CTA’ is to ask for people to subscribe to your newsletter that you offer!
I have learned over the years that there are always ways that you can improve your writing. You must have a good message for your readers or thewy will not come to your site.
Without good quality content, no one will come back! You are correct, Brenda!