Content without intention is like a GPS without a destination, completely uselesss.
Content intention will prevent you from posting random thoughts and ideas across social platforms.
It creates a clear desire behind every piece of content you share. Whether you’re looking to close sales, attract leads, nurture or educate your audience, your content serves a purpose.
But before I break down the four content intentions that will guide your content creation strategy, I want you to ask yourself these questions:
- Why are you posting to your blog?
- What action do you want your audience to take after reading this?
- What outcome do you want to see come from this video?
These questions will help you figure out your Content Intention for each platform.
This blog is compromised of 2 episodes of the Unprofessional Entrepreneur: Why the Intention of your Content Matters and Using Content Intentions to Create Better Content.
Sell
Sales content is all about converting leads into buyers.
This content answers the important questions like “Why should I buy from you?” and “What’s in it for me?” When you’re in sales mode, the who should already be clear. You want to attract the right people, so show them why your product or service is the perfect fit.
Setting the content intention for platforms like email and threads are where I’ve seen some of the best sales results. In email, you can be very direct with your sales messages, and threads are an excellent way to have in-depth sales conversations publicly.
Attract
Lead generation is the first step in getting your audience to pay attention.
It’s about making sure your audience knows exactly who you are and what you offer. You will give them permission to opt-in and learn more.
Short-form content like Reels and TikTok are perfect for grabbing attention and attracting potential leads. Threads or LinkedIn both have algorithms geared to attract new leads.
The goal is to let your audience see your personality, niche and expertise in a welcoming way.
Nurture
Nurture content is always bringing your audience one step closer to buying.
It’s the “why” and “what” behind the scenes of what you do. Nurture content builds the relationship with your audience and solidifies your position as an expert.
Your content keeps your audience coming back for more. That’s why when it’s time for you to make an offer, they’re already sold on who you are. This type of content performs well on many platforms, like email and LinkedIn, but you want to ensure that you’re don’t get stuck nurturing forever.
Educate
Educational content is your opportunity to give your audience value by sharing your knowledge and expertise.
Whether you’re explaining the how or why behind your methodology, education content helps build trust and authority with your audience.
And you don’t have to be all sales-y with it. The beauty of content with the intention of educating is that it positions you as the go-to person in your field, without the hard sell. Platforms like podcasts, carousels, and LinkedIn are great for sharing educational insights.
How to Apply Content Intentions
The trick to using content intentions to support your marketing strategy is in the content creation.
It’s why having a content intention is such a big part of my agency’s repurposing strategy. When we remix content, we take your existing content and recreate it to fit multiple intentions and platforms then use our content angles to flip the perspective on your original posts.
A single podcast episode can be transformed into a LinkedIn post, a newsletter, and a short-form video, all targeting different intentions.
The key is understanding which content intention is best suited for each piece of content. With a little creativity, you can remix your content to lead people down the path of getting to know, like and trusting you. Which eventually leads to buying from you.
Ready to See your Content Intentions at Work?
If you’re feeling inspired to remix your own content but need a little help getting started, I’ve got something for you. Meet Flynn, my custom GPT designed to show you how content intentions along with angles can transform your existing content into brand new posts. Flynn will generate 3 fresh content ideas to help you get the most out of your archives.
Want to try it out? Give Flynn a spin and see how content remixing can help you stay ahead of the game.
About Felly Day
Felly Day is a dualpreneur with the goal to help ambitious service providers and coaches grow through digital marketing in a way that feels good to you.
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