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What is the Purpose of your Content? – Issue #034

What is the Purpose of your Content? – Issue #034

Published on June 21, 2022
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Actionable SEO Tip of the Week

One of the biggest mistakes you can make is to create content just because everyone says you have to create content.

Every single piece of content on your website has to serve a purpose. Let’s go over some of the types of content you need to create and determine what should be the purpose of each one of those.

Blog content

Blog post content is ideal to attract top-of-funnel traffic. In other words, traffic may not be ready to convert yet, but with a little lead nurturing, it can turn strangers into loyal customers.

This type of content is usually created based on long-tail keywords. For example, it could be a blog post based on the keyword “how to get more Twitter followers”.

Whoever searched for that was not looking for a software tool, it was more of an informational search. That usually won’t result in a direct conversion, but if the content provides value, the user can be nurtured and converted later on in the funnel.

Recap: The purpose of blog content is to attract people who don’t know you yet, but with a little effort, can be turned into paying customers.

Product / Service / Feature page content

This type of content helps close the sale because it is written in a way that describes the product, service or feature you offer, along with the benefits of acquiring it.

It is usually created based on top keywords. For example, it could be based on the search term “WordPress freelancer”. Someone who searches for that knows exactly what he/she needs, a WordPress expert, it’s just a matter of finding the right one.

The high intent of the keyword and the content results in higher conversions.

Recap: The purpose of Product / Service / Feature page content is to attract people who already know what they need and are ready to buy, but are looking for the best option before making a decision.

FAQ / Knowledge Base content

This content is made to answer questions and provide help. FAQs can attract traffic from people who are searching for specific questions, but their true purpose is to promote conversions by providing timely answers.

Knowledge base content is written mainly to help current users, but it can also allow non-customers to see the value your product or service provides and the quality of your support. This will also help increase conversions.

Recap: The purpose of FAQ / Knowledge Base content is to help promote and increase conversions by providing information at key decision moments.

About content

In most cases, the content on your about page is not used to rank on Google, but it does serve a really important purpose… it generates trust and authority.

Well-crafted About page content should showcase your expertise and tell people why they need to do business with you and your team.

Recap: The purpose of About content is to generate trust, which will help improve conversions, but not only that, it’s also a key part of the E.A.T. guidelines, which can help you rank higher in search results.

Comparison / Alternatives page content

People like to search for different options before making a decision. This is especially true in the software world. If you know that people are going to compare your offering and features with similar businesses, why not make it easier for them?

This is exactly what you can do with Comparison page content. Just like the name says, you compare your solution to your competitors and highlight how yours is the best option.

Recap: The purpose of Comparison / Alternatives page content is to simplify the user’s research process and showcase the benefits of your solution.

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Of course, there are more types of content you can use, and the above list is not a rule. For example, not all blog content needs to be top-of-funnel based on long-tail keywords, but the point I want to make is that all content needs to have a clear purpose.

If you find yourself writing content that it’s not serving a purpose other than filling up your blog, then it may not be worth writing at all

Create content that moves your business forward.

Are there any specific topics you want me to cover in the coming weeks? DM me on Twitter and let me know!

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In Conclusion…

When you set out to create content, have a clear purpose in mind. The keywords you use and the content type you choose must all be in line with what you are trying to achieve.

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