The goal of the content

If the main goal is to explain, explore, teach, or give context, we go with a blog post. If the goal is to drive one clear action with minimal distractions, it’s a landing page.
Content that’s trying to do both usually fails at both.

The stage of the funnel

Early-stage content needs space. People are still learning. Blog posts work better when we need to educate or shift perspective.
Landing pages come in when people already know what they want and just need the right push.

The type of traffic coming in

Search traffic looking for information gets a blog post.
Ads, cold outreach, email campaigns, those land on a focused page with no leaks.
We match format to intent. That keeps bounce rates down and conversions up.

How specific the offer is

General offers or broad ideas don’t belong on landing pages.
When the offer is narrow and targeted, like a specific service, a campaign, or a free audit, we build a landing page around it.
If it still needs framing, explanation, or positioning, we keep it in blog format.

What action we want next

Every piece of content needs a goal.
If we want someone to learn and keep exploring, we guide them through a blog structure.
If we want them to fill a form, book a call, or download something, we use a landing page with zero clutter.

The format isn’t cosmetic. It shapes what people do.
That’s why we decide with intention, not habit.