Marketers are often tasked with creating content that builds brand AND drives demand for their companies. The biggest mistake comes when we hope one type of content will accomplish both goals equally well. 

Quality content inspires, educates, tells a story, explains, simplifies, elevates your brand. 

Performance content is written to accomplish the specific goal of attracting people seeking it through search. 

Search represents demand for information. You create this content because you know a prospect is searching for information about a topic, and you want to be there when they do.