Content With A Purpose – Developing A Content Strategy, Step 3


So far we’ve thought a lot about our customers – who exactly they are and what they might want to see from you. But you can’t ignore your own purpose either.


I have run a few blogs over time and made a lot of mistakes. One was not having a clearly defined purpose for everything I was writing. It’s easy to think you have a real purpose in mind, but when you dig deeper you might find that you don’t! Figuring out your purpose can pull everything together and make sure your writing pays off.

Here are some examples of what your purpose might be:

  • To sell products through your affiliate link,
  • To grow your email list,
  • To sell more of your signature product,
  • To build your brand,
  • To network,
  • To support a YouTube channel and ultimately build up your subscribers there,
  • To promote seminars and courses.

There are lots of reasons why you might be blogging, so try to articulate what yours is. Remember, your purpose will change with time, so simply write down what your goal is right nowThen, every time you produce a new piece of content, ask yourself two questions: “will it appeal to your target audience?” and “does it help you reach your end goal?”

There may be times when you want to do something for fun, something that doesn’t fit with your end goal. But almost all of your content should serve a purpose for your business, otherwise you’re wasting your time!

Your Homework: Get crystal clear about your purpose and write it down! And leave a comment below whether you think you’ve been blogging without a purpose now or in the past. I definitely have!

Today’s task is super-easy, so there’s no excuse for not doing it! And look out for the next post on Thursday as I’ll be giving you some useful tools and tips for brainstorming content ideas.


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Ruth has been creating online content since 2008, and selling done-for-you content packs since 2010. Her aim is to help you work smarter, NOT harder!

6 thoughts on “Content With A Purpose – Developing A Content Strategy, Step 3

  1. Tamsin says:

    It’s so easy to just blog at random. I’ve found that now I’m bringing in more structure to my postings that it is easier. It takes a bit of time to plan, but it is well worth the effort!

    • Ruth says:

      Tamsin – I totally agree! The planning takes time which I guess is why we avoid it. But once it’s done, writing and blogging becomes so much easier!

  2. Juan Rademacher says:

    I hate to admit it, but I have used “spontaneous posting,” e.g without a plan or strategy. I can clearly see the value of having a posting plan to maximize the effectiveness of my content.

  3. Chin chin says:

    I have been blogging for several years now, randomly, and I can’t say that my blog has targeted a specific audience. I do need to write my content with a clear purpose and take time to execute it as well. Thanks for this blogging series – I’m learning.

  4. Clara says:

    It’s essential to write strategically when you have a niche blog. You’re just spinning your wheels otherwise. So much effort goes into writing good content that you need to have a plan beforehand or it’s just wasted energy.

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