Week 31

Define the Purpose of Your Content

When developing content for your website, consider first the purpose of your content. Here are some options:

1. Nurture relationships (e.g., canned newsletter content)

2. Generate leads (e.g., ebook, recorded webinar)

3. Establish expertise and credibility (e.g., original blogs, original videos)

4. Change mindset (e.g., blog on why hiring a financial advisor is better than DIY)

5. Search engine optimization (e.g., blog on how to find a financial advisor in San Diego)

6. Demonstrating client experience (e.g., case studies, testimonials)

7. Behind the scenes (e.g., press release on the company winning a Best Places to Work award)

Once you know your purpose, you can craft your content with the end result in mind.