One of the best moments as a marketer is that “a-ha” moment of grasping the concept of informational vs. decision-making content and the importance of how they work together to optimize your content strategy. To see truly remarkable results, it’s not enough to post an in-depth industry report (hint: decision-making!) to your website, then cross your fingers that people will come to your site looking for this information, and then ultimately decide to purchase your goods or services. You must create a layered content strategy, offering informational pieces that help drive awareness, excitement and interest around your industry report. Your decision-making pieces can help with lead generation and closing a sale.
We could talk for days about layered content strategies, but first things first: what is informational and decision-making content, and why does it matter?