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.
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