Content Marketing Categories: Your Content Needs a Purpose

When most people think of content marketing, they think of Facebook posts, blog posts, videos, etc. without any real idea of why they are doing it. This starts an obsession with the number of impressions and likes and traffic from these efforts. I know because I have been guilty of this.

Let’s set aside for a moment all interest in the stats (impressions, reach, likes, shares, comments, clicks, etc.). Instead, let’s focus on the audience.

What, exactly, do we want this piece of content to do...