Writing Content for the Web - Wide vs. Deep

Posted by Lisa Smith on Jan 27, 2016 1:58:41 PM



Yes, you’re writing content for the web, but there’s more to it than just getting your thoughts down in text (like that isn’t hard enough). Seeing goals for every piece of content you create is essential. Who are you trying to attract? Which call-to-action should readers follow after interacting with a piece of content you’ve shared? Knowing the answers to these questions will help drive sales.


Determining which stage of the buyer’s journey your readers are in will have a large impact on how you should structure a piece of inbound marketing content. Different types of content will address different goals. One of the main differences that must be addressed is whether or not your content should focus on being wide or deep. Wide content is used to attract new audience members. Deep content is used to strengthen your relationship with your audience, moving them down the sales funnel.


Let’s see how these differences apply:


Wide Content

Wide content offers a general look at a topic that’s designed to attract new leads and introduce them to what your business has to offer. Though wide content will keep a general tone, it’s essential to present a unique look at the topic at hand. This will help you stand out as a thought leader in your industry. For example, if you did research about a trend in your industry, you could add your opinion on how this will be applied.


SEO is crucial to creating wide content relevant to your buyer personas. Select relevant topics and keywords to help ensure that the content you create will help you draw in readers who will likely become viable leads. You must also consider social sharing when developing wide content. Use your buyer personas to determine what content formats and social platforms your personas are most likely to engage with so you can boost organic social sharing.


Deep Content

Deep content is designed to target a specific group, often a segmented portion of your list of leads. These pieces will build on the relationship you started with a wide piece of content, offering more details to help move the lead farther down the sales funnel. To use inbound marketing terms, wide content work in the “attract” stage and deep content will move readers through the “convert” and “close” stages.

JourneyDetermine where you will share deep content based on your buyer personas. Marketers will often use email for sharing deep content so they can create segmented lists based on a group’s interests and needs. If your leads and customers tend to follow you on social media, then sharing deep content here could make a strong impact. If you use social media more in the “attract” stage, then deep content could miss the mark.


If you repurpose wide content by adding information to make it deep, clarify your goals. Determine what information would be most useful to your buyer personas so you can add details that will enhance this content, instead of just spinning it in a different direction.


Every piece of content you create should be directed at moving your personas through the buyer’s journey. Ask yourself: What do you want the people reading this content to do? They could download a guide, make a purchase, or get in contact for more questions. Create a strong call-to-action and design your content around it. That way your content, be it wide or deep, is more likely to get you the conversions you need.



Topics: marketing