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Narrowly Focused Content: not always your best option

by Matt Foulds | 15.09.2016

Narrowly focused content is content that serves only a specific audience or role within the broader strategy. Having a narrowly focused content strategy can sometimes be the right choice but in most situations the broader, the better. To better understand the concept I will first introduce the 4 main roles of content marketing.

  1. Directly converts customers
    Hopefully, reach new audiences so that we can capture that new audience or a segment which will turn out to be great customers for us or might be influential to our customers. What we are trying to achieve with this type of message, is that we are the experts.
  2. Earns press, amplification and links
    Make sure more people aware of us, turn that into higher click-through rates because people are familiar with us already. Retargeting and remarketing play a key role, so that we have more brand credibility. The message of these pieces of content is that we are a go-to source for information.
  3. Reaches a broad new audience
    So we can rank higher, so we can reach new audiences, so we get influencers on our side. That makes the promotion of our content much easier.
  4. Grows brand awareness and authority
    Convinces people to buy from us, convinces them that our products or our services or our knowledge is the best in our field. A message of trust and the objective of expanding our horizons.

These 4 roles of content can overlap when content is being written and published, but most of the content you’re going to produce is going to have a hard time doing anything more than maybe one or two of these.

So why is having a broader focus important?

In terms of creating a content strategy instead of making solely narrowly focused content, think broader. First off…