Brandee Johnson
Writing Purpose-Driven Content
11.08.2017

Leads and traffic. Traffic and leads. It’s all about traffic and leads. We know what you’re up to – you’re trying to get more people to visit your site, and you want those visitors to convert to leads.

You’re definitely not alone, and in fact you’re very much not alone. All the more reason to create compelling and purpose-driven content that works hard for you and over time makes you stand out from the crowd.

If you’ve followed the advice from our post on adding depth to  your content, you’re in a really good position to use your content superpowers to create all sorts of content designed for specific purposes. Not everything designed to drive traffic to the site will be best at converting that traffic to leads. Conversely, not everything designed to generate leads will be your traffic kings. The point is that you need a variety of content for specific purposes that combines to delight your audience and make your site a business growth machine.

Purpose-driven digital content keeps things interesting.

Purpose-driven content has another important aspect – it keeps things interestingFor your audience, but also for you and your team. Enabling and encouraging the creation of all kinds of content that consistently voices your brand and expertise keeps your audience engaged and motivates you and your team to think creatively. When the content creator is empowered to be creative in growing traffic and leads, the audience can tell. The enthusiasm for the brand shines through the content. Think of fun ways to change it up using video, infographics, charts, and graphs.    

Want to dig in deeper to this topic? This really interesting test of blog content strategies made me think, and it should make you think, too. What will work for you and your business? You might not have the staff to create 23 blog posts per week, but you most certainly have the ideas and wherewithal to create a variety of purpose-driven content that increases your site’s traffic and lead generation power (or both).

Meaningful content - have you checked off the list?

Simple, yes. Trusted? Definitely. Strategy – check. Audience understanding – check. Know yourself – check. Content purpose – check. That’s a lot to check your content against. What’s just as important as all of those things? Keeping it simple and building trust in your brand.

When it comes to simplicity, I don’t mean writing thin content or even short content - simple content can be long-form blogs. The point is that you speak in a voice that is clearly understood, avoid flowery adjectives, and stay away from industry biz-speak. These things will read as filler, and you don’t want that. Neither does Google!

As a consumer, we want to consume content that is meaningful and relevant to our specific needs, and comes from a credible source. In an age when we can’t possibly consume all the content offered to us, we naturally gravitate toward brands that tell their stories in a simple, believable way. Audiences don’t want to have to work to figure out what a brand is all about and whether it can be a resource for them – and they simply won’t take the time.

But this can be difficult when you’re on the inside of your business. You fully understand it and believe in it, and assume others do as well. It’s always a good idea to get a second (or third) set of eyes on content before it goes live, to check whether your message is clear, credible, and helps build the trust you’re looking for from your buyers. If you’re just getting started with trust building, it’s helpful to link to other credible sources – this makes you a resource for your buyer.

You’ll drive more traffic and get more leads with purpose driven blogs. We have the tools and expertise you need. Start today with our Content Mapping Template, and give us a call.

 

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Topics: Digital Marketing, Brand Development

Brandee Johnson

Written by Brandee Johnson

Brandee Johnson is an avid marketing expert with a passion for helping businesses achieve growth through data-driven marketing programs. She believes in building marketing systems and starting with strategy before tactics.