Choose the Right Content for your Website

Powerful and engaging content is one of the most effective digital marketing strategies today. Some marketers tend to say that the content is the most important thing on your website. If done right, high-quality content can increase website visits, engage potential customers and even lead to purchase or subscription. There’s a whole field of Internet Marketing called Content Marketing Management that is focused on creating, publishing and distributing content for a targeted audience online.

People are looking for relevant and useful information. Let’s say that a customer is looking for advice about best social media strategies for a fashion business. Luckily, your company recently published a blog post about 5 best social media tactics for a fashion company. The result is fascinating, more than you may think: not only will the lead engage with your content, check your website and most likely share it, but Google will reward you with a better position in search rankings.

Not every content is great content. Well, duh. If you run a company blog just because someone told you to, I’m afraid you’ll be very disappointed with the results. “Just there” content whose only purpose is to fill your website with some text and pictures will probably go unnoticed. Moreover, content with grammar errors, false and unreliable data, and radical personal views can significantly damage your company’s reputation. Keep in mind, negative word of mouth spreads faster than a good one.

What to consider when choosing the right website content?

Firstly, and most importantly, the type of your business. What works for others, may not be a suitable type of content for your business. Carefully create marketing personas and get to know your customers: how they purchase, what type of content they like, where they spend most of their time. After that, tailor your content to prospects and customers. Also, what is your goal? Is it brand awareness or customer education? Before content writing, it is crucial to define what you want to achieve with the content. For example, if you run a centre for people struggling with addiction and co-occurring mental health disorders, the best type of content would be educating material on drug abuse, alcohol addiction, depression and stress.

Some content is more popular than others, but there are some that are extremely effective.  Let’s take a look at some types of content.

Blog posts are probably the most popular and effective type of content. The good thing about a blog is that you can promote other content in it, like videos and infographics.

Infographic is the presentation of data in a visual way. Infographics are very popular, because of their visual nature. Infographics are very good content material for B2B businesses.

Videos can be great content material for any type of business. You can create a video that shows instruction on how to install or use a product, or you can make a funny viral video that increases brand awareness.

Guides can also be very useful for customers who are not familiar with your product or service.

An interview is a great way to get questions answered by some of the industry experts or influencers.

There are many other types of content. Some marketers even suggest there are more than one hindered types of content. You should choose the right content that fits your business the best.

Advice for writing effective content

Here is some advice for writing interesting and engaging content:

  • Come up with a different idea or topic. Explore your creativity, think of new ideas that were rarely talked about before.
  • Brainstorm with others. Tell your colleagues what you’ve decided to write about. Present your idea or even a brief outline. Any suggestion is welcomed.
  • Do some research before you start with work. Check similar topics, see what other bloggers have to say about that subject.
  • Use conversational language and an informal tone. Avoid complicated words and phrases. Put some emotion in your work and be passionate.
  • Include some visuals and statistics. Make sure the data is up-to-date and correct.
  • Check for grammar errors.
  • Ask your co-workers to read it and give their honest opinion.
  • If needed, edit it as many times as possible.
  • After your content material is published, check the performance: number of visits, shares, comments.
  • Make a conclusion and write it somewhere. You’ll need it for the next piece of content.

Finally, it’s important to remember what Bill Gates wrote back in 1996 in his infamous essay “Content Is King”:

Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.


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