Are you a content marketer? Maybe not, but content marketers are not the only ones creating content. Most companies have bought into the fact that creating great content is an easy way to connect with prospective customers in the marketplace and grow your brand.

But creating great content is not as easy as it may sound.

Yesterday, we talked about the first step in creating content of any kind, understanding your audience – the who.

Today, let’s talk about the purpose of your content – the Why!

Once you understand who your audience is, you need to establish a reason for the content. All content is not created equal. Some content exists to drive traffic to your website. Some content exists to convert people into customers. Some content is simply meant to establish you as an expert in the field.

Knowing why you’re creating this specific piece of content is critical. You must answer that question before you start writing.

If you’re trying to drive traffic, your content should be more unique and attention-grabbing. If you’re trying to sell someone, you’re content should be inspiring and have strong calls to action. If you’re setting yourself or your company up as experts, your writing should be more technical and detailed.

Without the Why, great content will be one step out of your reach.