In this last part of our Content Strategy series, we are going to focus on the types of content that your business may use.
With all that in mind, here are our top content tips to help you stay at the top of your game in 2016:
Quality over quantity
Uploading different types of content on a regular basis is great, but there is no use for it unless it relates to current trends or your target market. When you’re writing about relevant topics, you are guaranteed to draw more readers!
Quality content will ultimately be favoured over bland blog posts, which have little or no interest to your audience; and Google will agree!
Find time to regularly research topics that are in line with your brand and offering, which are of interest to your readers. Also use internal news such as business wins, supplier spotlights and showcasing products or projects completed. In short, keep it relevant, useful and engaging, whether its form is a written blog, vlog or infographic.
The visual world is expanding at a fast pace, and you certainly don’t want to fall behind. A huge 65% of your audience are visual learners, and 90% of information that will essentially remain in the brain is visual. Visual types of content will have more of an emotive effect on readers, keeping them engaged with your site.
Split up your text by adding images between paragraphs; people are then more inclined to finish reading the piece. Do ensure the images are of high quality and related to the post. Original photographs that you have taken, either by yourself or a professional, will give the website a personal touch, creating a strong bond between you and the reader.
Interactive types of content will excite your audience as they can get involved! There are many ways of being more interactive:
These are great for showing the audience what your business represents, and are much more enjoyable to watch. If you decide to include videos, they must be congruent with your businesses current style/image, so audiences can recognise your brand.
Infographics will easily attract the audience’s attention. In content marketing, graphics and compelling images can increase website views by more than 94%. The audience would be more likely to read short and simple visual information, than irrelevant information written in essay form.
These are used for the same reason videos are; for user enjoyment. However, a vlog is much more personal. When the audience is able to witness what goes on behind the scenes of your business, your company becomes a lot more trustworthy to use.
If you’re shy in front of the camera, podcasts are also a great way of connecting with your listeners. The audience is more likely to take in information by listening to it, rather than browsing through a mass of paragraphs.
Don’t be fearful of giving valuable content to your audience for free. Making up some free downloads like an eBook once in a while, providing great information without asking for anything in return will create warm leads, and get you one step closer to making a sale or new partner. When you offer extra, or something unique compared to other similar businesses, you gain more loyal customers. If you give back, you will receive.
Beyond the blog
Step up with social media; why spend time creating different types of content, when there is no platform to share it on? Social media is vital to stay in touch with current topics, giving you the chance to share your thoughts and create content at the same time. It also gives the perception that your business is approachable, and a great way to start a social media campaign resulting in ‘User Generated Content’ (UGC) which is an invaluable marketing tool.
Measure, Measure, Measure.
Identify the key performance indicators that will either help your content succeed or fail. You can gather this information by looking at website views you receive; use Google Analytics to find out the number of website visits. In addition, take a look at how much time a reader spent on the page, if it’s under a minute, they probably were not interested in what you have to say. Take this information and use it to find topics that your audience prefer.
If you are stuck for ideas, ask your SEO specialist about search terms that are popular, or questions that maybe being searched relevant to your industry, and provide an answer for these knowing that this is content your audience is looking for online.
Use social media to determine which content is right for you by looking closely at how many social shares each post has. Use this information to your advantage, the content with increased shares will be the style of content your audience responds positively to.
Content marketing can improve every business.
Both B2C and B2B can benefit from using different types of content on their websites. While the concept is the same, the process can be very different. Individualise the approach for each, by gathering information to tailor your website to your specific audiences. Today is a chance to start a fresh and improve your business, give your audience the types of content they want and ensure you reach your highest standards!
Need some support with your content marketing? Get in touch with one of our experts via firstname.lastname@example.org to arrange a no obligation chat.
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