If you’ve ever wondered why your blog isn’t doing much more than collecting dust on your website, you’re not alone. A lot of creatives pour time into content that sounds nice… but doesn’t actually move their audience closer to working with them. The key? Understanding the 4 types of blogging content that guide your readers from curious to converted — without the sleazy sales tactics.

Here’s the secret: not all content serves the same purpose.

In fact, if you want your content to do the heavy lifting in your business — educating, connecting, selling, and even retaining clients — you need to understand the 4 core types of blogging content and how they speak to different stages of your audience’s buying journey.

This isn’t about chasing trends, pleasing algorithms, or playing the “content game” better. This is about clarity. Messaging that moves. Owning your space in the conversation — not fighting for scraps of attention in someone else’s box.

Let’s break it down.

4 Types of Blogging Content

1. Awareness Content

This is top-of-funnel content. Think: your audience doesn’t know you yet. They might not even know they need what you offer.

The goal? Catch their eye and get them nodding.

Examples:

• “How to Know If You’re Ready to Outsource [X]”
• “5 Signs You’re Outgrowing DIY [Design/Copy/Whatever]”
• “What Most Creatives Get Wrong About Pinterest”

Awareness content is your “Hey, you! I see you” moment. It’s what lets your people feel seen without being sold to. 

If you want to see some of the most common mistakes creative entrepreneurs make with their content (and how to avoid them), check out my blog post on Pinterest & Blogging Industry Icks You Should Know About.

2. Nurture Content

Now that they know you exist, nurture content helps them get to know you better. It builds trust and helps them feel safe — not just impressed.

The goal? Relationship-building.

Examples:

• “My Top Tools for Client Workflow (and What I Ditched)”
• “Behind the Scenes of a Real [Client Project]”
• “What I Wish I Knew When I Started My Business”

This is the content that invites people deeper. It’s thoughtful. Unrushed. Human.

3. Conversion Content

This is your middle- to bottom-of-funnel content. Your reader is already considering hiring someone like you — now they need a reason to choose you.

The goal? Make the decision feel aligned, not forced.

Examples:

• “3 Ways I Help My Clients Get Results Through [Your Offer]”
• “Why I Created [Signature Service] (And Who It’s For)”
• “What to Expect When You Work With Me”

Conversion content is not performative. It’s clear. Rooted. Confident. It says: “Here’s what I do — and why it matters.”

4. Retention & Upsell Content

This is the content most creatives skip — and it’s a big miss. Retention content is for your existing clients and community. It keeps them engaged and makes sure they don’t forget just how supported they are.

The goal? Deepen loyalty + plant seeds for future offers.

Examples:

• “How to Make the Most of Your [Service/Product]”
• “What to Do After Your [Deliverable] is Done”
• “Next-Level Support Options for Returning Clients”

Because yes — repeat clients are a sustainable, soul-affirming strategy.

So, How Do You Use These in a Blog Strategy?

The magic happens when you have content across all four stages. That way, no matter where your reader is in their journey, your website meets them right there — and gently guides them to the next step.

Most creatives only have awareness content. Maybe a bit of nurture. But then the trail goes cold. It’s like breadcrumbing your audience… and wondering why no one’s reaching the destination.

Want to Cover All Your Bases Without Starting from Scratch?

I created a Blogging Bundle that gives you a complete content ecosystem: 3 blogs for each category (12 total) written with strategy, SEO, and your dreamy ideal client in mind.

You’ll walk away with:

• A full blog archive designed to guide people from curious to converted
• Plug-and-play structure and prompts
• Content that feels like you (but optimized to convert)

This isn’t about stuffing your blog with keywords or checking boxes — this is about building cultural momentum. Messaging that defines the conversation instead of reacting to it.

Ready to create a blog that works while you rest, play, and build your category-defining business?

👉 Learn more about the Blogging Bundle here