If you want to drive customers to your website, you need great content. In this digital guide, we’re going to highlight which types of content you should be including on your website.
But before we get to that, let’s briefly explain why content is so important.
Why Is Content (And Different Types Of Content) Important For My Website?
Regularly updating your website with different types of content has various benefits. To start with, it increases your chances of ranking high on Google and other search engines.
By crafting content that targets specific keywords and phrases, you can increase the chance of your website being found by your intended audience.
And if you update your website regularly, search engines will reward you for it. But search engine optimisation shouldn’t be the only reason to create quality content for your website.
All content should be crafted with your target audience in mind. If you regularly publish informative content that is relevant to your potential customers and the problems they have, you can build an engaged and loyal audience. You can also position your brand as a leader in its field.
If you’d like to find out more about the benefits of consistent, quality content marketing, head to this HubSpot blog.
Types Of Content To Include In Your Content Marketing Strategy
Here are the top types of content you should be consistently publishing on your website…
Long-form content is basically a piece of writing that provides a lot of detailed information on the chosen topic. For example, it might be a white paper, a how-to guide or just an in-depth blog.
Longform content tends to delve deeper into the topic, providing the reader with anything they may need to know about the subject they are interested in.
I’m sure you’re wondering how long a piece of writing has to be for it to be considered “long-form”. But there isn’t really a general consensus – depending on who you ask, anything from 1,000 to 7,000 words can be considered long-form.
Neil Patel, for example, is a world-renowned digital marketing expert and top influencer on the web. And he considers long-form to be anything over 3,000.
Longform content should be included in your content marketing strategy for two key reasons; it resonates more with your readers and search engines prefer it to short-form content!
Find out more about long-form content from Neil Patel himself in this blog.
A blog is one of the easiest and most effective ways to drive traffic to your website. It is a useful way to keep your website content fresh whilst providing valuable and relevant information to your customers.
With regular blogs, you can target a wide range of keywords and phrases, including longtail keywords.
You can create blog posts at all stages of the buyer’s journey i.e., the awareness stage, consideration stage and decision stage. And with the right call to action, you can encourage web visitors to take action once they have read your blog.
People love videos. Video content has been growing in popularity over recent years, especially on social media platforms. You only have to take a look at the enormous success of TikTok to see that video content is crucial! But does this mean it should be included in your website content?
The answer is yes! Depending on the nature of your business, videos can be an excellent way to connect with your audience. For example, you could create product tutorial videos outlining how to use certain products.
As well as making your audience happy, video content (when correctly optimised) will also make Google happy and can increase your rankings!
The easiest way to add videos to your website is to first upload the video to your business YouTube page and then embed the link into a post.
Find out more about creating and optimising videos.
Guides are one of the most popular types of website content. They directly address an issue or question your target customers are having and provide the answer or resolution. Guides are usually lengthy posts, so can be considered long-form content.
Guides can even be separated into different parts, such as ‘The Complete Guide To <insert topic> Part 1”. Other popular guide titles include “How To…”, “Beginners Guide To…”, “Top 50…” and “Step By Step Guide To…”.
Case studies and testimonials are crucial as they build brand reputation and credibility whilst encouraging potential customers to trust in the products or services you offer.
A case study should include the problem your client/customer was facing, the solution you provided, the challenges you had to overcome and the results of your solution. They should begin with a summary and preview of the outcome and end with a conclusion and call to action.
A study carried out by the Social Science Research Network suggests that 65% of people are visual learners. With this in mind, it’s only logical to incorporate high-quality visuals into your website content strategy. And infographics are a great way to do this.
Infographics are large-format, visually-pleasing images that include a lot of concise information, often in the form of data/statistics. They can be created using apps such as Canva.
Aside from being a great addition to your website, infographics often receive excellent engagement on social media platforms.
Don’t forget to optimise your infographics when uploading them to your website!
Downloadable resources are a useful type of content to encourage the website visitor to take action. Templates, checklists, brochures and guides can be offered in exchange for email subscription sign ups, for example.
Ensure you include a button for downloadable resources on your key landing pages, and link to them at the bottom of blog posts for the best results.
Evergreen Content vs Topical Content
As well as incorporating different types of content into your content marketing strategy, you should also include a mix of evergreen and topical content.
Evergreen content is by far the most important of the two. It is the type of content that doesn’t have an expiration date. Evergreen content will be relevant for years to come.
By choosing evergreen topics, you will create content that continues to rank, year after year. Your content calendar should include a wide range of evergreen content topics.
Top Tip – Update old content to ensure it remains relevant. For example, if you included statistics, you may want to check them and update them to ensure the content remains “evergreen”. Google loves updated content!
Find out more about evergreen content in this Wordstream blog.
Topical content (also known as seasonal content), is content based around a trending topic that is only going to be relevant for a limited amount of time.
This type of content is useful if you require instant exposure, especially if it is posted on your social media channels. It can lead to a spike in web traffic and can position your brand as a trailblazer that is relevant and familiar with key trends.
Want To Chat To A Content Marketing Professional?
If you would like help with your content marketing strategy, don’t hesitate to get in touch. We would be happy to help you create amazing content for your website. AdLens Digital is a digital marketing agency offering a wide range of professional services.