The business purpose.
WHAT CONTENT DOES
Brings people who are looking for what you offer Answers questions before they ask you Demonstrates that you know what you are doing Gives people a reason to trust you
WHAT IT DOES NOT DO
Produce immediate sales Work without sustained effort Substitute for a good product or service
WHY BUSINESSES PUBLISH CONTENT
Search visibility Credibility Reducing repeated questions
THAT LAST ONE
Frequently the most immediately valuable and the least discussed.
Every question answered publicly is a question you do not answer again.
WHAT GOOD CONTENT LOOKS LIKE
Specific Useful Written from experience Answering a real question
WHAT POOR CONTENT LOOKS LIKE
Generic Written to fill a schedule Available identically on a hundred other sites
WHERE TO START
The questions customers actually ask you.
