How to Create Content with an Aim

Caitlin Forsyth is a digital marketing expert who specialises in SEO and Social media. She runs her own blog on digital marketing and her hobbies include cycling, baking and graphic design.

aimed posts

Decide the aim of the post

Before you start any type of post, whether it’s a blog post, a video, a podcast or something else, you should always decide what the aim of the post is going to be. This allows you to tailor the type of language you use, and really focus on how you get your message across. The three most common post aims in business are Link Attraction (created to develop quality back-links to your site), Conversion (designed to help prospective clients decide to become your client), and Authority (created to develop trust and influence within your audience). Without an aim, your post will undoubtedly start dabbling and be of no use.




Link Attraction Content

If your aim is to get people to link to your content then follow these four rules:

Make it fool proof: Design and create content that has a proven track record of attracting links, the most popular types are: lists, infographics and how to. Also, include different media types, because according to research performed by Canva and BuzzSumo, posts with 75-100 words per image got double the amount of shares than those with fewer words per image. A good test is to look at the content that you’ve enjoyed, shared and linked to before, and examine it to see what they do well and then compare your content to them.


link attraction

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Become the Reference: When developing your content, make it so full, so complete that your viewer is fully covered. Make it so comprehensive that your content has everything anyone could need to know on the subject becoming thus the post that others would link to.

Make it Time Proof: Create content that will be just as relevant in 5 years’ time as it is today. This is the hardest part of Link Attraction content as predicting the future can be very difficult and you have no promises that it will still be relevant but if you analyse the market and how it has evolved over recent years you should be able to make a very good prediction.

Get it out there: Regardless of how amazing your content is, no one will link to it if they never find it in the first place. Utilise the mediums at your disposal, with social media becoming bigger and bigger day after day. Just sharing your content on social media occasionally will do the trick, also studies have shown that the most effective time period to re-share content is after 7 days of originally posting it, so use that to your advantage! You could also try e-mailing /sending it directly to social influencers relevant to your niche, building relationships and making sure your content is in front of the right people.

Conversion Content

When you’re designing and creating conversion content you need to show empathy to the viewer, in that you understand the problem that your viewer is facing and how difficult it is to overcome, show them the methods you implemented to overcome the issue in the past, show that your solution is better than the alternative methods and compare your solution to another, perhaps in a side by side comparison table.

conversion content
When you’re writing conversion content, think about all the questions a client or a prospective client has ever asked you about your product or service and answer it there. Your aim throughout the content is to show your viewer that you are the best possible choice for their issue and that you’re able to fulfil their every need in your niche.

Authority Content

When your aim is to create authority content, what you want to do is to develop an enthusiastic and trusting audience that likes and interacts with your content so as to leverage their trust in order to influence their behaviour and habits. If people trust you and like your content, then they will allow you – whether they realise it or not – to influence their behaviour. The main rules are to be truthful and transparent, even when you think what you’re stating makes you look bad. People are there for your opinions, if you are open and don’t deceive your followers about your motives and decisions then they are much more likely to like you and trust you.

Authority Content

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In activity content you will spend most of your time teaching your followers and giving away your knowledge for free, this is beneficial to both parties as you allow your followers to learn more about your area of expertise and also show how knowledgeable you are about the subject area.

If you follow the 3 Ts of Authority content (Teach, Truthfulness and Transparency) while creating your content then you will earn Trust and Influence in no time.


Whenever you’re writing a blog post or creating any type of content for your business, always, always, always, decide your aim first! It is the most vital part of any campaign and without it your content will be misguided and regarded as a waste of your time. After you’ve decided your aim, if you just follow the principles listed above for each content type you will be well on your way to creating killer content every time.


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