Content is quite often considered an online entrepreneur’s primary asset. And content writing on of her key tasks.
It drives traffic and therefore helps make your sales. When done right, provides authority, credibility and gets your target audience to like you and your brand. All of which are buying triggers.
And don’t forget, it also helps you to market your business.
But unfortunately, many new solopreneurs write their content without a purpose.
They may write some great and useful content. But if it doesn’t have a clear objective, it’s missing out on an opportunity.
So ask yourself: what do you want your content to accomplish for you and your business?
It doesn’t matter if your content is short like a blog post or an article. Or a larger content piece like a report or e-book. It really needs a specific purpose.
Possible Content Purposes
- drive traffic to your website
- increase SEO ranking
- drive traffic to a sales page for your offering
- generate affiliate income
- boost your authority and credibility
- encourage reader response and comments
- capture leads
Occasionally, you may find that your content has more than one purpose.
For example, a report may be designed to collect opt-ins and generate affiliate revenue. Or you may add a link to your sales page on your website.
But if you don’t have an objective for your content, then you’re missing out on a valuable opportunity.
Decision-Making
I have found the best time to decide on the content’s purpose is when you create your content plan. But folks take different approaches so experiment to find what works best for you.
You may plan your content for the coming week, month, quarter, or year. If you aren’t planning your content yet, please start. Content planning will help make the best use of your time.
When you plan your content you’ll choose the keywords and the topic. You’ll also decide when you’ll publish it and where.
It makes sense to integrate your content into your overall marketing strategy. This includes traffic generation, SEO, and other marketing components. This also means that you will give your content a purpose.
Here’s an example:
You plan on launching a new product in three months. Your content during that month leading up to your product launch will ideally support the launch.
You’ll want it to generate interest and excitement about your new product. The purpose of the content is to drive traffic to your opt-in page.
Folks can sign up and receive notification when you launch. They may also receive early bird pricing.
Your content can also raise awareness for the need of your new product. And it can send traffic to your sales page once you launch.
Including your purpose in your content
All of your content needs to have a call to action. If you want to get comments and feedback at the end of a blog post, ask for it. That’s your call to action.
If you want folks to click to your sales page, you need some sort of “I want to learn more” link. Your purpose will be part of your call to action.
Take a look at the content you have planned. Does each piece have a specific purpose?
Do you give a call to action? Is your content part of your overall marketing strategy? If not, make the updates so you can start seeing the benefits.
Which call to action do you find yourself using the most?
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