There was a time when the internet saw blogging as something best left to writers or aspiring influencers. Most brands didn’t really want to have to do anything with it, and they were content with marketing their products and services through ads. This worked for a while until things inevitably changed, and it didn’t anymore.

In the last few years, digital marketing—specifically a sub-practice called content marketing—paved the way for blogs to be taken more seriously. Suddenly, it became intrinsically part of every business’s online presence to have a blog. But, not a lot of people knew how to navigate the digital landscape, failing to understand the importance of the articles they create for their audience.

It’s probably not a novel idea to hear that the content you should be making should have a purpose or goal, but it could be challenging to get behind the “how.” It makes sense–you’re already spending so much time creating content, might as well do it properly. But, how do you start, and which formats will be right for what type of content?

 There are usually three types of posts you should be focused on making: content for links, engagement, and conversions. 

Each one is a cog in a well-oiled machine set out to bolster your brand presence. It’s a good idea to produce all three instead of leaning on just one, so you can reach all of your targets. For instance, viral marketing may be helping you get high engagements, but probably isn’t doing much for sales.

Are you getting lost in translation? Luckily for you, this infographic is set out to make the puzzle a bit easier to fix. Find out below how you can optimize your content strategy by better understanding the goal of the content you’re making.

Author: Camille Delos Santos