These days, content is produced around the clock, en masse for thousands and thousands of websites. So, how do you keep up among all these? How do you make sure your website/blog has a chance to be seen and heard? Creating and distributing brand content without a strategy is like driving at a car at night, blindfolded. There are thousands of talks, books, articles, and videos produced, which warn about the dangers of not having a robust content strategy.
In spite of that, there is a considerable number of blindfolded drivers out there in our digital highways. They clog up our fast lanes with meaningless, directionless content.
Content strategies are nothing to be afraid of as they don’t need to be complicated or arduous. They just need to cover the basics intelligently and should align themselves perfectly with the need of the hour.
Content types can be considered as the building blocks of an effective content strategy. Here are six content types that should be included in your content strategy to make it stand out of the crowd.
1. Evergreen Content
Evergreen content is considered to be an essential asset of any content marketing strategy. It is considered sustainable and lasting. It is something that continues to be relevant long past its publication. Evergreen content is designed to stand the test of time by continuously providing value to readers. Some common evergreen formats are
- Top Tips
- Instructional “How To” Tutorials
- Product Reviews
The important thing to keep in mind while creating evergreen content is that you need to search if there is already material available on the net regarding the chosen topic. If it is there, then you need to create stuff, which is better than the existing content to get noticed.
This is a trump card in the hands of search engine optimizer as it engages the audience much better than write-ups. Video content is far more persuasive and it hits the right chord immediately with the audience. There are better chances of a purchase by users who watch the video. Also, they are more likely to share it in their known circle of influence increasing your reach and exposure. It can also be posted on YouTube, the second biggest search engine in the world, along with your blog or website. A good video conveys a strong message in a clear, crisp and catchy way.
3. Audience Insight
Nearly 91% of smartphone users turn to their smartphone for ideas when doing a given task. Google refers to these moments as ‘I-Want-To’ moments. These moments include:
Most of the time, users are trying to find out something when they are online. The posts that engage users the best are the instructional posts. Whatever be the kind of tutorial, it should specify the participant’s need in particular before getting down to the actual instructions. It should explain things step by step without missing out on anything important. If necessary, include images and diagrams to make things clearer.
4. Expert Content
Expert content is content that is created by an authority on a particular topic. According to a survey, nearly 83% of consumers are more likely to be influenced by third-party expert content over branded content and user reviews when making buying decisions. This content normally covers reviews, third party articles written by journalists, and how-to-do guides. People often search for such content before making a buying decision. So, for your sales to boost, you need to have such content for sure.
5. Link Bait Content
Linkbait is content on your website that other sites link to, not because you asked them to but because they want to. Great content always serves as link bait. The most effective linkable assets include digital video, images, and infographics. Social media is an important tool for promoting link bait content.
Linkbait content generally takes advantage of the current trends, so you need to be tuned well with the ongoing trends. Breaking news is the link bait of timeliness. But it’s the timeless content, which is the lasting link bait.
You love to write, you are creative, you churn out great evergreen content, but at times, things get stressful and you need a break. Including interviews in your content schedule is a great way of relieving this pressure from time to time. They not only release pressure but are also a far more interactive process. People love the personal stuff.
So, get some industry experts in your niche to tell about his journey to success. You can ask him to shed some light on what’s currently going on in your niche. You can also ask him if he has any advice that is relevant to your audience.
Interviews can be turned into multiple mediums like a video that can be converted into an audio file or a transcript. So, the same thing can be posted in three different formats. This ensures that exposure is far reached. Also, your interviewee may share it with his followers, which in turn extends your reach.
Content marketing is increasingly recognized as one of the most commercially important digital strategies. It is a great way to engage the audience through various formats, whether it’s videos, lists, interviews, or infographics. By outlining a solid strategy based on the needs of your target audience, you are sure to succeed. So, now that you’re familiar with some of the main content types, be sure to mix them up to keep your readers interested.