“Content is king,” said Bill Gates. Currently, this is almost the most important Google ranking factor, and, therefore, one of the most effective tools for attracting an audience. Content is information that is useful or otherwise satisfies the needs of the audience, expressed in various forms. To properly organize promotion, it is important for marketers to categorize content.
It can be classified by goals, format, and audience.
Let’s take a look at different content types classified by purpose first
It talks about the product, its benefits, features and facts.
Before buying a product or ordering a service from a company, the user collects information. And your task is to give it to him.
This format includes:
• articles in the “How to” style on the blog;
• reviews of goods and services;
• company and industry news;
• interviews with experts;
• interesting facts, statistics;
• destruction of stereotypes;
• collections of useful resources.
It sells a service or product. The main task is to convert a visitor into a client.
You need to give user a little push with help of:
• promotional mailings;
• commercial offers;
• posts about sales and discounts;
• examples of product use;
• overviews, testing of products;
• lead magnets;
Such content invites the audience to relax and have fun, and also increases customer loyalty.
Publish it in the form of:
• competitions, games;
• stories, quotes;
• memes and funny pictures;
• interesting facts;
The purpose of it is to motivate the user to start communicating.
Such content includes:
• articles on current or controversial topics, subsequent discussion;
• opinion articles;
• question/answer section;
• interactive (tests, quizzes, flash mob or challenge, live broadcast, etc);
• games, riddles;
• master classes.
It helps create a community and get to know the audience better.
This content spreads quickly online, attracts the attention of a large number of people and increases traffic.
Typically the following content goes viral:
• memes, funny pictures;
• articles with a useful selection;
• flash mobs and challenges;
User generated content (UGC).
Such content is not created by the company, but by its clients or subscribers on social media.
• text and video reviews;
• photos of subscribers with the product;
• suggested news;
• user reviews;
• questions from the audience.
Encourage customers to share their experiences, reviews and photos related to your products or services. Repost this content on your website and social networks.
To build an effective content strategy, you should also understand the most popular formats that attract users.
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Let’s look at the types of content creation according to its format
This is a great way to explore an issue from all angles.
This is a genre of social networks, a shortened article with a simpler structure.
They describe in detail the essence of the project, approaches to its implementation and the results achieved.
They are used in different communication channels to announce events or tell about products.
They have great value in the eyes of the audience and often become lead magnets. Create downloadable PDFs containing valuable information and promote them on your website, social media and email newsletters.
This is a step-by-step plan that helps you achieve different goals.
It can be used to present complex information in a visually appealing and easily digestible format. Create infographics that summarize data, statistics, or concepts that are relevant to your audience and share it on different platforms.
Businesses use selling and educational types of presentations. The first are commercial offers that help show the product value and market something. The latter convey knowledge to the audience in an accessible form.
Webinars and live broadcasts.
Their goal is to educate, interact with their audience in real time, and build authority.
These could be podcasts, audio lectures, interviews. Record podcasts on industry topics, or interviews with experts and promote them through social media and email.
Photos and illustrations.
Typically, images are part of other content formats. But they themselves can also influence the user.
It engages and entertains, conveying information. Create videos (tutorials, product demos, behind-the-scenes content, etc.) and share them on YouTube, social media and your website.
The next classification of content is based on its placement.
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According to it, there are the following content categories
Perhaps the greatest freedom is given by your own website as a platform. You can upload any content there. Post content that will demonstrate the benefits and motivate your audience to take action.
Their goal is to inform, educate and engage your audience. To do this, write informative articles related to your niche and share them on social media to reach a wider audience.
Social media content.
By being present in social networks and posting your content there you become closer to potential customers and partners. In addition, you can increase brand awareness and share updates.
Video hosting content.
Video presentations, filming examples, interviews are ideal for posting on YouTube, Vimeo and other platforms.
Content for mailings.
The purpose of it is to attract potential customers and promote your product. Send regular email newsletters with a variety of content, including blog updates, product announcements, and special offers.
As you can see, there are a lot of content forms. All you have to do is select the appropriate types and optimize them for your target audience.
If you need help in creating a content strategy, reach out to experienced professionals.