Focus That Content!

Short and sweet but really important…
When you’re not sure what you’re doing, it’s tempting to include every tiny scrap of relevant information in a piece of content, covering every single possible audience circumstance and desire. But if you want your content to perform, you need to keep things simple. Really simple. And that means deciding up front exactly what you want that particular piece of content to do for you.
Take a landing page, for example. What do you want that landing page to do? If you want people to give you their email address, you need to focus on persuading them to do exactly that… and only that. If you want them to buy something, you should focus on getting them to buy. You don’t need to educate them, give them a slew of fine detail, or do anything other than drive them to fulfil your intention.
The more different purposes you allocate to a piece of content, the less likely you are to achieve any of them.