What’s The Point? How to Create Content with Purpose
By Danny, 3 months ago (5 min read)
Attention: content marketers! If you’re guilty of creating content for the sake of creating content, we have one question for you: what’s the point?
Sure, Google loves fresh content. Sure, you can shout about your output. Sure, too much content can be better than too little content.
But the fact of the matter remains the same: without a defined goal for your content strategy, the content you’re producing is most likely, well, pointless!
Fear not, though – bad habits can be ironed out with the knowledge and insight of some content marketing experts. And luckily for you, we’ve got a whole team of them here at Land Digital…
Identify your goal
First things first: a purpose-driven content marketing strategy requires you to define a goal. This is your basic building block – the start and end point for every content decision. But what is it?
Well, that depends. Content goals will vary depending on your content type, your brand, your industry – the list goes on.
Unfortunately, I’m writing this blog post on a Friday afternoon, meaning my mind reading powers aren’t at their strongest. I can’t tell you what your unique content goal is without knowing more about you, but a good place to start is by asking yourself one simple question: why are you creating content?
My crystal ball is telling me you probably answered one of the following:
- To obtain links
- To drive engagement
- To inform your audience
- To rank better in SERPs (that’s how the cool kids refer to search engine results pages)
Was I right? Of course I was – the ball never lies…
If you’re looking to increase brand exposure by creating high-quality content that earns plenty of external links, you’re going to want to focus on producing linkable assets.
By this, we mean data-rich infographics, unique poll or survey data, interactive tools or best-in-space content – although you’ll likely find that visual content is the easiest, and therefore the most likely to be shared.
Essentially, if you want the big boys and girls of your industry to be linking out to you, you need to be standing out from the crowd – whether that’s through individuality or by just being down right better than the rest.
To drive engagement
When your content goal is to drive engagement, social channels are your best friend. Don’t believe us? Name a better way of reaching thousands of people at the touch of a button…didn’t think so!
Of course, simply tweeting a link to your latest blog post doesn’t guarantee engagement (on the contrary, this approach will ultimately damage your engagement metrics in the long run).
So, to work out how to drive engagement with your content, you need to first work out what compels your audience to engage.
Of course, your writers haven’t created content without first understanding what their audience is looking for (and if they have, we’ve got some bad news for you…). This means there’s likely to be some organic engagement from the off.
Much like you, though, we’re always looking for more. Consider ways you can reach that untapped audience, being sure not to lose your existing audience in the process.
From click-bait headlines that err on the side of controversy to multimedia and interactive formats that bring a bit of originality to your content plan, use trial and error until the numbers are on your side.
To inform your audience
Authority is one of the key ingredients in the recipe for content success.
No, no, we don’t mean it’s time to start cracking the whip on your content team…
What we actually mean here is that, by regularly producing informative content that provides the reader with genuine value, you can assert your brand as a voice of authority in your field.
This will help you curry favour with Google in SERPs, while also helping you to build a solid consumer community around your brand – a real win-win.
When creating informative content, ensure the purpose of your content is always front of mind. Whatever your topic, ask yourself what your audience needs to know and whether or not you’ve told them.
This can be easier said than done, but, because we’re just that good, we’re going to point you in the right direction.
One way to better understand how to provide informational value to your audience is to create audience personas.
Using traffic data from your chosen platform, create fictional characters that embody the core characteristics of your audience data. By adding this element of personification, you can better understand how the data translates, allowing you to more accurately tailor your content as a result.
And if your maths skills are anything like mine, this will be a very welcome practice!
Elsewhere, handy sites like Answer The Public give you insight into common user queries surrounding any given topic. Use these skills to gain a more comprehensive overview of the information your audience is looking for, tailoring your content to ensure each and every base is covered.
To rank better in SERPs
As Google’s algorithms continue to evolve (we’re about a decade away from The Terminator at this rate…), following all of the best practices discussed above can go a long way towards helping your content rank well in SERPs. But there are extra steps you can take.
One proven strategy is link building, which turns the attention away from onsite content in favour of creating high-quality content for external sites.
Link building is SEO 101, and the practice of obtaining external links to boost your site’s link profile and, in turn, its ranking potential is nothing new. But make no mistake – its value in this process is substantial.
Reach out to relevant sites with custom article ideas within the appropriate topic fields. The aim here is to naturally embed a link back to your website within the piece, driving link equity from the hosting site into your site.
Because of this, you’ll want to ensure the sites you’re writing for can provide your site with valuable link equity, so be sure to check important top-level metrics like domain authority and Trust Flow.
When doing so, be sure to embrace the golden rule of SEO: quality over quantity.
Remember, link building is just one part of the SEO process, so be sure not to neglect your onsite content in favour of this. Ultimately, this will just make the process of ranking that much harder, regardless of the health of your link profile.
When content marketing, it’s important to understand that no one piece of content will tick all of the boxes. Instead, get into the habit of picking one goal and adapting your content to best suit that purpose.
If you still find yourself content marketing for the sake of content marketing, we can help. Get in touch with Land Digital today to discuss how our team of digital marketing experts can assist in turning your content strategy into one primed for success.