Content comes in many different forms, e.g. video, text, image, etc. It is not these types of content this article will be about but more about the different types of content regardless of form.
Content marketing, or Content Marketing as it is often translated, is the strategy of producing content to build trust with potential customers. In short, it is about showing and offering knowledge within your own area of expertise and then creating the trust needed to start a buying process with a potential customer.
Different Uses For Content
If you are going to create content, it is important that even before you start creating your content, you decide what purpose the content should fulfill. There are many different reasons to produce content. You can produce sales content, SEO content, engaging content, and much more.
Content For SEO
To produce content for SEO (Search Engine Optimization) differs from other content and should not be seen as any other content. Primarily blog posts or landing pages are used to produce SEO content but video and image can also be effective for SEO.
When writing SEO content, you often start from a keyword or search term that you want to rank high for and write your content based on that. Sometimes it can feel like SEO content is not as advanced or in-depth as selling or engaging content but it fulfills its purpose. SEO content is there to drive traffic to the website by being visible in search engines in the best way and what drives the most content is answers to basic questions that your potential customers and other visitors have.
Therefore, it is good to start by answering the most basic questions such as. Customers have when to start writing SEO content. However, it should be mentioned that about 15% of all searches in Google are completely new searches that have never been searched for before. For that reason, you should not only focus on the types of searches that you can see through SEO tools that have many searches but also write really good content that you know your potential customers will appreciate and value. You could also prefer a company that offers SEO services to write optimized content.
Even if your SEO content is fantastic, you need to supplement it with a little more in-depth content for those who are interested in it. This is engaging content. When writing engaging content, the most important thing is that it is really insightful and interesting for your target audience.
Cases, surveys, reports, etc. are perfect for this purpose. Even more analytical and debated content are good types of content to engage visitors and create trust in what you do.
Sometimes engaging content is misinterpreted as advanced content, but that does not have to be the case. It can be in-depth, but good content should always be available to its target group, and very rarely is the target group as deeply involved as you are.
Direct Converting Content
Once you have gained visitors through SEO content, built trust through Engaging content, it’s time to convert your visitors. Converting content can be directly converting content such as an invitation to a webinar, a guide that someone needs to download, or the like. To create direct converting content, just like engaging content, often requires more depth than SEO content but needs to focus on what is value-creating.
In order for you to get someone to fill in a form and provide contact information, you need to give something of value back. The tip when creating direct converting Content is that you can share more information than you think and may dare. Especially for service companies, it is sensitive to share how to perform certain tasks that are billable. But in most cases, the reason why someone buys services is not that they cannot learn models but because they need help with applying and above all performing analysis and implementation.
Those who want to learn for themselves will do so regardless of whether it comes from you or someone else and will probably not become your customer regardless.
Indirectly Converting Content
There is content that helps visitors to convert and we call this indirectly converting content. One of the absolute best indirect converting content is a video or text that clearly explains what happens after a visitor fills out a form. Because many people today are worried about getting too many emails in their inboxes, a large proportion of visitors hesitate before filling out a form.
That behavior is easy to change by showing exactly what will happen after someone fills out a form. Answer the questions about how often you will be contacted via email if you will call etc. It will increase your conversion rate.
Selling through content has become less and less popular over the years but it still has a purpose. Selling content does not have to mean that the only thing that is communicated is “BUY FROM US” because it has really become much more difficult to use this in connection with the fact that most buyers do not want to be sold to.
Selling content is instead about encouraging the visitor to take the next step and attract with something that can get a potential customer to take that step. It can be someone as simple as a boastful case where you can show successful results and entice that you can achieve the same results with the potential customer. Keeping it in balance is the essential thing. Help the potential customer to buy.
There are many different uses for the content you produce. The important thing is that before you start producing your content, you decide what kind of content you should produce so that it also fulfills its purpose.
Here are some examples of different uses for content that have been reviewed above:
- SEO Content – The purpose is to rank high in search engines and drive traffic to the website. It is often generally designed and with a keyword or search term in focus.
- Engaging Content – The purpose is to build trust and get the visitor to take the next step on the buying price. It is a bit more in-depth but not advanced written.
- Direct Converting Content – The purpose is to get a visitor to leave contact information so you can process the lead. The focus needs to be on value creation and knowledge sharing that cannot be resisted.
- Indirect Converting Content – The purpose is to help convert a visitor into a lead. Often it is about explaining what it means to have a conversion.
- Selling Content – The purpose is to sell and find a balance between open selling and building a desire to become a customer.
Do you want help producing content for any of the above purposes?