When creating content for marketing purposes, you need to consider two different purposes:

1. Attract a new audience to your content

2. Nurture your existing audience

Attracting a New Audience

The goal is to build awareness and credibility and get people to follow your content, whether that means following you on social media or subscribing to your YouTube channel or newsletter. The topics that fit into this category may be limited in number and might even seem like clickbait, but they are usually the most popular ones you address. The idea is to grab their attention and draw them into your universe so you can nurture them further. You’ll probably get tired of repeatedly addressing the same topics, but it is important for growing your audience.

Nurturing an Existing Audience

The purpose of this content is to deepen relationships with your audience and nurture them until they take action and schedule an appointment. These topics should be more varied to help showcase the diverse financial issues you are knowledgeable about and potentially address their specific pain points, encouraging them to take action.

Balancing content to attract new audiences and nurture existing ones will help you effectively flow people through your marketing funnel.