"It's an important distinction to make, optimizing the right content for the right audience, but many companies and their SEO consultants tend to
focus on content that can convert directly into revenue," Odden says. "This is a reasonable expectation but there are other types of content, communications and audiences that affect the bottom line
like increasing the likelihood of getting media coverage."
For example, if your target is a consumer/searcher then the content they'd be looking for would be tailored to your
products features or benefits, and you'd need to include a call to action (buy it now!) to round out the optimization process. But in the case of researchers/news gatherers, they content they'd be
searching for would likely include expert commentary or facts, and data to round it out. And your conversion action shifts from garnering a sale or lead, to getting news coverage or becoming a trusted
source.
So if you'd optimized for the former target and hoped to snag the latter, your efforts would have been misguided at best, and at the worst--worthless.