Creating Content with Intent: Establishing Objectives for Each Piece of Content You Generate
Do you find yourself guilty of generating and sharing content solely for the sake of doing so?
Perhaps you were advised at some point that a guaranteed method for enhancing your visibility in search engine results is to consistently publish 500-word blog posts, with the rationale that "Google favors fresh content."
Alternatively, it's possible that you've consistently created as much content as possible, merely fulfilling a requirement from higher-ups, with a greater emphasis on the quantity of pieces published rather than their quality.
If this describes your content strategy, it's time to take action promptly.
Cease this approach immediately!
Why, you ask?
Because, at best, you're squandering your time.
There's a strong likelihood that producing content without a clear objective is providing minimal benefit to your brand.
Moreover, a considerable portion of this content may qualify as thin content lacking unique value.
The good news?
Transforming old habits is straightforward.
You just need to grasp how to imbue purpose into every piece of content you create.
The Purpose of Content
Pose a question to yourself:
"Why does our brand create content?"
Go ahead, and write down your responses
What did you come up with?
Ideally, you've compiled a list of various purposes.
Some common responses include:
- Maintaining an active appearance for our blog.
- Meeting Google's preference for regular content.
- Fulfilling our director's request for five weekly blog posts.
If these are the types of responses you would provide, then you're generating content purely for the sake of it.
There's no genuine purpose behind the content you're generating, and evidently, no established objectives.
This is a significant error and can lead to a substantial waste of resources.
Each and every piece of content you produce should serve a purpose.
Your content should contribute to one or more overarching marketing objectives.
You should be capable of justifying to anyone why you decided to write that blog post or design that infographic.
So, what might the purpose of a piece of content resemble?
Four Fundamental Content Purposes
Typically (though there are always exceptions), content is created for one of the following reasons:
1. Acquiring backlinks.
2. Achieving a high rank on search engine results pages.
3. Educating your audience.
4. Encouraging social engagement.
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