When you create content such as social media shares, full length articles, and even how-to tutorials, chances are you're doing so for the purpose of "promoting" yourself, your company or your product/service. I.E. Write a proper how-to article on do's and don'ts of ______ practice in _______ industry, and the readers might revisit your site on another occasion since they consider your advice valuable. Write a full length article, and you might gain a few more "authority" points that can lead to the acquisition of a client. Share viral social media content, and you can gain traffic which will increase the probability of goal conversion.
There's no doubt that you understand the differences between these types of content inherently, because do you strategically bear these differences in mind to make the most out of the content you create and the audience you target? Or more simply, do you align the content you create to a specific part of your marketing funnel? As MOZ CEO Rand Fishkin describes in this outbound marketing content video, you should be able to distinguish between the following types of content in order to create the most efficient outbound strategy possible:
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