When it comes to content, there are two general types. There is content with the purpose of putting readers into the funnel and then there’s broad content. Now let’s break it down. Content such as product pages, long-form content, and white papers is content with a specific purpose in mind. You want readers to understand what your business is about, so they can continue moving down the buyer funnel to eventually purchase what you’re selling. This is what the client wants to hear. They want a transparent plan for a way content creation will make them money and the way it’ll affect their ROI. This type of content may be a necessary factor for SEO but beat all, specific product content just doesn’t get shared. Google must be factored into the strategy.

On the opposite hand, there’s broad content, better referred to as blogging. This is the stuff that the audience interacts with and the type of writing that helps Google better understand where your site should be placed in SERP. When creating content, whether that’s an infographic to help boost SEO, a blog, or even a video, you should adjust your mindset to position yourself within the reader’s point of view. What will grab the reader’s attention? What type of content will make my website more searchable? What are the questions that the readers need answers to? What type of content is most likely to get shared? Once you find what your audience is looking for, it’s time to infuse your writing with SEO, specifically keyword research (which we will dive into a little later).

The ultimate purpose of content: Blogging allows your website to rank higher in Google SERPs, therefore increasing your visibility and traffic by reaching your target audience during the discovery phase in an overall effort to increase your business revenue.