You Already Know What Type of Content to Create
It’s time to develop content for your website. You understand that you need a variety of types (images, video, text, infographics), but you’re not sure, based on a given topic, what would best serve your users.
Never fear, the content gods have a message for you: trust yourself. Deep down, you already know exactly what you need to do. The type of content you create depends largely on what your goals are for a given project or brand, so declaring your objectives usually causes the right type to instantly make itself known. Amazing!
The following situations and associated content types serve as examples of the varied content choices you can make, and their benefits.
You’ve Just Started a Blog. (Text)
If you’re new to blogging and need to build up your cred and audience, moving past that blank page will be your biggest challenge. In order to provide a high-quality, in-depth experience to users who might be interested in your dog grooming site, let’s say, you’ll need to provide lots of information on a wide variety of dog and dog-grooming-related topics.
Each time a change is made to your website, large or small, Google indexes it again to assess the quality and relevance of the new content. For this reason, creating consistent blog content over time can help increase your site’s ranking.
For best results, shoot for long-form content, 600+ words, depending on the topic. Google’s semantic algorithm is getting better and better at sniffing out BS and prefers quality over quantity, so write enough to do the topic justice.
You Want to Engage Your Social Media Audience. (Infographic)
Instagram has long since surpassed Twitter in terms of participant numbers and popularity, and this sends a strong message: social users love visuals!
Supplementing your website or blog content with a strong visual piece, like an infographic, can greatly increase the shareability of your content, and thus the engagement on both your blog and social media. The more social signals (a primary ranking factor) associated with your site, the greater the likelihood Google will pull up your content as the answer to a query in its Knowledge Graph. Other bloggers may also reference your infographic in their own writing, so make sure you include your company logo somewhere on the graphic to mark you as the author, preferably in a location where it cannot be cropped out.
Infographics can and should contain quality, written content. However, the information is packaged in an attractive and easy-to-understand visual. Use infographics to show and explain statistics, delineate a process from start-to-finish, and/or harness the power of visuals to convey a complex idea in simple terms. Canva is an excellent tool that can help you create stunning infographics in minutes (!).
You Want to Explain a Process or Teach a Skill. (Video)
Creating a quick (3-5-minute) how-to video, embedding it on your site and uploading it to your new or established YouTube channel can generate increased page views and skyrocket awareness of your brand.
While we’re all about production value (our own Jason Wright produces some pretty excellent videos, both for clients and personal projects), you don’t need to hire someone in order to create user-friendly video footage. Your smartphone should be enough, and there are plenty of editing apps available to help you splice and style your film before releasing it to the world.
While hosting a video yourself and walking users through a task, like changing the filter on your faucet, can be extremely helpful and effective, this format is not your only option. Time lapse videos are taking social platforms by storm, so if you are a contractor of any kind and are building or designing in a manner that shows visual progress over time, consider leveraging this format immediately! All you’ll need to do is set up your phone or another camera in a stable place, or on a tripod, and let it run while you work. Then, with the help of a video-editing software or our team here at Webfor, you can speed it up, save, and share!
Be sure to include introductory written content if embedding your video into a blog post. Users need to know what they are about to experience in order to understand why watching this video is worth their time.
You Want to Appear in Their Inbox (Newsletter)
Direct marketing is alive and well, and sending your users a relevant, periodic newsletter is an excellent way to remain top of mind. However, in order for anyone to receive your valuable messaging, it is crucial that you design a newsletter that visually and contextually engages each audience member, providing calls-to-action that prompt him or her to take actions that will boost your business. Content produced for your newsletter may include custom visuals and high-level text on a variety of topics, including company updates and industry-related news. Newsletters are an excellent way to showcase your branding, so make sure that you have clarified your company “voice” and tone before releasing a newsletter.
You Want to Provide Value and Increase Newsletter Sign-Ups (White Paper)
White papers – they’re a beautiful thing, delivering truckloads of valuable information in a downloadable format that offers up an additional, unique marketing opportunity. By developing white paper content specifically for download on your website, you not only offer rich, valuable information to your user, but provide an opportunity to collect user email addresses, to be used for future marketing efforts. You can qualify users to download the material by asking them to sign up for your newsletter, creating the perfect vehicle for conveying deep, relevant knowledge and expanding lead generation.
You Want to Show Examples of Your Offerings (Projects Page/ Case Studies)
Has your business produced incredible deliverables recently? If your website doesn’t showcase your best work, you’re missing out on a major opportunity. Whether you create a Projects page, complete with images and descriptions of jobs you’ve worked on or products you’ve created, or you design a Case Studies section that uses storytelling to share the data and images associated with your project, the point is to share, and share broadly. Dedicating specific real estate on your website to your best offerings and proudest moments makes a bold statement: you believe in your work. Take this step and watch the world follow suit.
Choosing the right kind of content to create can be an exciting, growth-promoting experience! Once you identify your specific motivation in a given situation, the necessary type becomes crystal clear.
Need some inspiration? Reach out in the comments below!