Four Pastries

Blogging is a very effective way to promote many different types of businesses. For your blog you’ll need several different types of content:

  • Core Content
  • Linkable Content
  • Shareable Content
  • Rankable Content

Sometimes one piece of content can fill multiple roles. Other times not.

I’ll go into each of these in more detail.

Core Content

Core content is content that tells people what your business does for them. What problems do you solve? Who do you serve? What products do you make? What services do you provide? Core content answers these types of questions.

I call it core content because it describes the core of what your business is and does. It’s often also called “cornerstone content.”

When you’re writing core content, it needs to be written for your customer, using the language that they use when talking about the problems that your business solves. No long mission statements that show nothing and communicate little. You need content that shows your customer what you can do for them and why you matter to them.

Core content is what you need people to read. Information about the goods you produce and the services you provide.

The problem is that a lot of your core content isn’t necessarily going to rank in search engines. People likely won’t find it by searching.

So how do you fix that? How do you get people to your core content? That’s what the other 3 content types are for.

We’ll look at those next, then I’ll discuss how to tie all this together.

Linkable Content

One very effective ways to get people to your website is through links from other websites, particularly authoritative websites that receive a lot of visits.

When you’re just starting out, it’s easy to find websites in your niche that get a lot more traffic than yours. The difficulty is to get relevant links from them to your website.

In order to do that, you’ll need linkable content, content that people want to link to.

What constitutes linkable content?

  • A useful free tool
  • Quotable information, such as statistics
  • Original research
  • Information that’s been put into a much more usable and accessible format than anything else available (infographics and checklists are examples of this)
  • A super-in-depth guide on how to do something that’s relevant to your audience
  • Interviews with influencers in your industry

This is just scratching the surface. Think about the things that you link to when you write a blog article. What caused you to link to that? What could you write that would be linkable?

Look at the types of articles that get linked to a lot for more ideas.

An SEO tool like AHREFs, Majestic or SEMRush is a big help with this, since these can show you the sources that link to a particular website or article. But these tools are expensive. Just keeping your eyes open and looking for what’s being linked to in your industry will give you lots of clues.

Just having linkable content won’t automatically bring you links. But it does lay a foundation. Before you start reaching out and asking for links, you need something worth linking to.

The next type of content that you’ll need is shareable content.

Shareable Content

Shareable content is content that people want to share. Content that is so interesting, useful or out of the ordinary that people want to share with their friends via social media, email or word of mouth.

Think about the types of things related to your business that people in your audience would share with a friend or family member or colleague. Those are shareable content.

Some tools that can help you find shareable content that other people have produced are:

  • BuzzSumo (paid)
  • AHREFs content explorer (paid)
  • Flipboard (Free)
  • And many others

A search for “find shareable content” will turn up lots of ways to search for content that gets shared.

Once you start to recognize a pattern then you can look for ways to apply that within your business.

Rankable Content

When your website has just recently launched, it will be difficult to rank for much of anything. It will take time.

During the first 6 to 12 months after your website gets launched, write content that targets easy-to-rank-for topics.

What does that mean?

Topics that aren’t very competitive. Topics that don’t have a lot excellent quality information written about them.

Although on the surface, it may seem like every topic is competitive, that’s really not the case. You can always make a topic more specific. The more specific you make it, the lower the competition and the easier it is to rank. The number of people searching for it, of course, will also be smaller, so you don’t want to carry specificity too far.

Let’s look at an example. “Content” is a very broad term. Normally, I use AHREFs for keyword research, but since it is expensive, I will use a free tool called Ubersuggest so you can follow along if you want in this article. First, I’ll search Ubersuggest for “content.”  It returns a list of keywords and also tells me the “search difficulty” score (SD) is 62. This term is highly competitive. We won’t be able to rank for it with a blog article on a new website. Not without a good bit of time and a lot of work building links.

Let’s get more specific. “blog content” has a search difficulty score of 35. Much lower. “blog content ideas” is even easier, with a search difficulty score of 17. By making a topic narrower and more specific, you can find a topic that is easier to rank for. You’ll also want to pay attention to search volume because (obviously) as you get more specific, fewer and fewer people are searching for your topic.

There’s a lot more we could write about topics and keyword research, but I’ll save that for other articles.

Now let’s look at how to put these things together.

Putting It Together

We’ve talked about 4 kinds of content. These are the types of content that we help you map out in our content strategy sessions.

Again, just to recap, the first type is core content. It’s the content that you’re trying to get people to read in order to do business with you. The other three types are useful for getting people to your website through search engines and social media.

Once you’ve begun writing these types of content, the next step is simple. Where it makes sense to do so, link from your linkable, shareable and rankable content to your core content.

You don’t want to overdo this, but it’s important that you do this. When you talk briefly about something in your shareable content, link to a piece of core content that goes into more depth on it. In your rankable content or linkable content, link to a relevant page on your website that talks about one of your products or services. But again, don’t overdo it. And don’t do this in a spammy way. Do it in a helpful way.


Writing these types of content and linking them in the way that I’ve described will lay a good foundation for getting more customers or clients. Don’t expect overnight success, but you will get results if you keep at it and also keep your eyes open to learn in the process.

You’ll also want to learn additional ways to promote your content once you’ve written it.