Creating effective content is hard. I don’t want to deter you from crafting content for your business, but you need to set goals for everything you create.
Whether you produce content that is timely or evergreen, audio or text, knowing your goals will ensure you maximize the return on your time and resources invested in content marketing.
Each piece of content needs to be placed into one of two categories: wide or deep.
And each category has one specific goal:
Wide content attracts new audience members.
Deep content strengthens relationships with your existing audience members.
An effective content marketing strategy uses both wide and deep content, but an individual piece of content shouldn’t try to meet both goals.
Let’s explore each type of content goal.
Going wide with your content
When you create a piece of wide content, you attempt to reach the most readers, listeners, and customers as possible. In short, going wide is how to use content to find customers.
Wide content is not about immediate results. Instead, it positions your net to continually find new people who fill the top of your funnel.
You will notice a pattern with wide content: it’s perfect for repurposing. With a little planning and forethought, you will be able to repurpose wide content into different formats to reach a broader audience.
SEO helps you go wide
The foundation of all wide content is built upon SEO, and Google is a top source of new traffic and visitors to websites.
Because of this, we need