The 3 Different Types of Blog Content Every Business Blog Needs

If you’ve ever thought about blogging for your business, it’s probably because some part of you knows that SEO is important and somewhere along the way you’ve heard that blogs are one of the best ways to boost your SEO.

But when you sit down to plan out your blog topics, you might realize that some of the topics you want to write about aren’t necessarily SEO driven – meaning they don’t directly connect to a keyword.

When this happens, you might start to panic a little and think that blogging isn’t something that belongs in your marketing strategy after all.

But that’s where I want to stop you.

Because the reason blogging starts to feel confusing for so many business owners isn’t because you’re doing it wrong – it’s because you’re trying to make every blog do the same job.

And that’s just not how blogs work.

Blogs aren’t meant to all do the same thing.

Some are meant to help people find you. Some are meant to build trust. And some are meant to help people actually buy from you.

So in this blog post, I’m breaking down the three different types of blog content your website needs so your blogs do WAY more than just help you rank on Google.

3 Different Types of Blog Content Your Website Needs 

Discovery Content (aka SEO-driven content)

Discovery content is the type you’re probably already familiar with – it’s the type of blog content with one main goal: help new people find you.

This is where SEO comes in!

For discovery content, you’ll want to conduct proper keyword research to make sure you’re targeting terms people are actually searching for.

Because instead of guessing what your audience might want, you’re using real data to guide what you create!

Examples of discovery style blog content might look something like this:

• “How to Plan Engagement Photos”

• “Brand Photography Tips for Small Businesses”

• “How to Write a Website About Page”

These are the types of posts that work in the background to bring new people into your world.

It’s kind of like the “entry point” to your business, which means it’s not always the content that converts someone immediately because again, that’s not the goal!

Nurture Content (aka educational, trust building, content)

The next type of blog content that every business website needs to include is nurture content – aka educational, story-driven, trust building content. 

Nurture content is where your blog often starts to feel more like you.

The goal with this type of blog content isn’t necessarily to get found by new people, but rather deepen connection with the people who are already in your world.

But this is where I see a lot of business owners get stuck because they start to think:

“Okay, I want to write something valuable… but it also needs a keyword… but I really want to talk about THIS thing… so I guess I’ll just force it to fit.”

And that’s where blogging starts to feel like a chore instead of something creative.

If blogging for your business feels like a chore for you, I want you to know it doesn’t have to be that way! As a blog writer and strategist for creative business owners, I always say that blogging should truly feel FUN and if it doesn’t, it’s a huge red flag in my book. 🚩

(Btw, if blogging doesn’t feel fun for you, I can almost guarantee it’s because of 1 or more of these 7 reasons!)

Here’s the fix:

Instead of trying to force every blog topic to match a keyword, give yourself permission to create nurture style blog content that is fully driven by your audience’s needs, your experience, and your perspective.

When you let yourself do that, a few things happen:

1️⃣ your personality and voice get to come through (which is a big deal for those reading your content)

2️⃣ you’re actually addressing topics that your audience truly need and want (again, a big deal because that tells them that you’re listening, you care, and you genuinely want to help)

3️⃣ your blog content starts to feel fun again (and again, BIG deal! That’s what I ultimately want for every business owner that wants to blog for their business)

Examples of nurture style blog content might look something like this:

• “What I Wish I Knew Before Starting My Business”

• “Behind the Scenes of My Client Process”

• “Why Consistency Matters More Than Perfect Strategy”

These are types of blog posts that don’t necessarily bring in brand new traffic, but they DO help build connection and trust with your current audience and that’s the point!

When nurture content is paired with discovery content, that’s where things really start to click because discovery brings people in, while nurture makes them stay.

Conversion Content (aka offer-aligned, sales content)

Lastly, you need blog content that actually supports your offers because YES, your blog content can and should absolutely help you sell. 

Say it with me: BLOGS ARE A SALES TOOL! 💸

And no, it doesn’t have to feel pushy or salesy when it’s done well.

If the idea of “sales content” makes you cringe, I get it. Most people picture aggressive, overly promotional content, but that’s not what this is.

Conversion style blog content is simply content that helps your reader connect the dots between their problem → your perspective → your solution.

Here’s how you create it:

Start by looking at your offers and asking yourself things like:

• What problems does this solve?

• What questions do people ask before buying?

• What do they need to understand before they’re ready?

Then turn those into blog posts.

For example, this blog post of mine talks about the purpose of blog content pillars and how to create yours. But then at the end, it strategically points people to my custom blog strategy service, The Manuscript, where I actually create your blog content pillars for you.

Examples of conversion style blog content might look like:

• “Why You’re Struggling to Stay Consistent With Blogging”

• “What to Do When Your Website Isn’t Converting”

• “The Real Reason Your Content Isn’t Bringing in Clients”

And if you want more specific blog topic ideas to write the next time you’re actively selling, promoting, or launching an offer, CLICK HERE!

With conversion content like this, you’re not forcing the sale. You’re simply addressing the problem your audience has, talking about what it means or why it matters, and strategically showing them how you can help with it!

How To Audit Your Current Blog Content 

Overall, your business blog should be filled with all 3 different types of blog content because again, all of your blogs shouldn’t serve the same purpose.

Instead, every blog you write should have a clear, distinct goal:

🔎 Discovery content = help people find you 

💛 Nurture content = helps people trust you 

💸 Conversion content = helps people buy from you 

When you only focus on one of these, blogging for your business feels incomplete. But when you incorporate all three into your overall blog content plan, your blog becomes a full marketing system, not just a content platform!

So if you’re wondering what to focus on next when it comes to your blog content, ask yourself:

• Do I have blog content that helps new people discover me?

If no, conduct strategic keyword research to find out what your audience is actually searching for, then create content that meets them there.

• Do I have content helping people trust me and build deeper connection?

If no, lean into the questions your audience asks you all the time, the conversations you keep having with clients, and the gaps you notice in your industry. Those are your nurture topics!

• Do I have content helping people take the next step with me?

If no, it’s time to create strategic content that directly connects to your offers and shows people how you can help them go deeper.

At the end of the day, blogging for your business isn’t about writing more content – it’s about making sure your blog content is doing different jobs inside your business, so it all works together instead of competing for attention!

Once you start to view blogging this way, it becomes a wholeeee lot easier to stay consistent without overthinking every single post AND have more fun writing it. 

If you’re struggling to create a strategic blog content plan that includes all 3 types of blog content, I’d love to help you out!

My custom blog strategy service, The Manuscript, is designed for creative business owners who want to start blogging (or finally make it a consistent, strategic part of their marketing strategy), but need help getting the bones of their blog created.

With your custom blog strategy, you’ll receive:

• A kickoff call to discuss your blog goals, ideal audience, & desired publishing schedule for the long term

• Defined blog content pillars

• A quarter’s worth (up to 12) blog topics tailored to your goals and audience, PLUS ideas for how to repurpose your blogs on other platforms

• Strategy delivered via Loom

• 30 days of Slack support so you feel confident putting your strategy into action WITH the option to submit one piece of writing for review per week

And if you simply don’t want to write your blog content yourself, I’ve got you covered there too!

CLICK HERE to learn more about my blog post writing services and decide which one is the best fit for you.