What is a blog post for?
Come to think of it, what is content for?
Sure, content should inspire our audience to form a relationship with the brand so they can be nurtured to a purchase decision that ultimately drives revenue. Duh.
Which is great. That’s what we want content to do. But—and forgive me for sounding like a broken record—what is it for?
The best answer I’ve seen comes from Dan Blumenthal: “Content Marketing is what web searchers are looking for.” Nine words. Mic drop.
That’s what our content is for—it’s for providing the best answer to people searching for information. It’s for delighting someone who clicks on your link in a search results page. If your content nails what it’s for, then it has a much better chance of accomplishing what you want it to do (form relationships/drive revenue/etc).