In modern realities, content marketing is becoming a necessity for any business. High-quality content lays the foundation for internal resource optimization and contributes to getting to the top search results. Providing content that is attractive and valuable to the target audience allows you to stand out from competitors, attract and retain potential customers. In the article, we consider the content formats of various platforms (websites and social networks) and the requirements for each of them (users and searches).
Content - informational content of the site (website, social networks, etc.), presented in the form of texts, graphic and multimedia elements.
1. By purpose: Selling, entertainment and educational (informational);
2. By format: Text, graphic, video and audio materials.
Includes product descriptions, various articles, reviews, announcements, and other similar formats.
The main types of text content:
A text written by a journalist or copywriter from scratch. Represents unique content that is preferred by both search engines and users. Authorship material increases loyalty to the product, service and the company itself, its recognition, which is reflected in conversion and sales.
A modified version of the finished text. Replacing words from the original article with synonyms and rearranging sentences that does not have a positive effect on the style, perception and position of the site in the search results. However, rewriting with a changed structure and information from several sources in quality is similar to copyright.
Language translation of the article. It is considered unique content from the point of view of search engines, since the translation creates author's material.
Copying an article from other sources without making changes of the text. Despite the ease and speed of filling up the site with such content, copy-pasting is not recommended for use.
Consequences of such method:
• Getting the resource under the sanctions of search engines;
• Violation of copyrighting law;
• Negative impact on the company's reputation.
Visual and Auditory Content
The advantages of this format in comparison with text content are greater attractiveness, memorability and accessibility.
The graphic accompaniment of the text facilitates its perception and increases the possibility of its complete reading. Graphic support means pictures, photographs, illustrations, diagrams, animation, screenshots and slides. The most effective infographics are those that increase traffic by 12% on average. Combine statistics and interesting facts not to overload the article with numbers and improve its perception of the target audience. Data visualization works better than textual explanations of complex concepts and processes, justification of the value and principles of product use, etc.
Video and Audio Content
Filling the site with audio and video content allows you to extend the time that users spend on the resources, which is taken into account when ranking. One Third of all the activities on Internet accounts is video content watching. Embedding videos in landing pages increases conversions by 80%, according to Hubspot. This makes video one of the best content marketing tools to reach and attract target audience. Short and compelling informational videos help to engage consumers at the awareness stage. Video tutorials and demos work through the buying decision stages. Audio content is varied: music, recordings of interviews, lectures and webinars, podcasts. Use audio content as training material or testimonials to build trust in the company and increase awareness of a product or service.
Selling copy identifies a problem and proposes a solution for your product or service. Such content accounts for 10-15% of all placements. When compiling selling texts, we recommend that you refuse to use specific terms and long explanations. Deliver information to the point: concise and accessible. Highlight possible doubts, objections and questions from potential customers to build them into the text and close problems. For example, if the price is high, offer options for a phased payment, purchase on credit or installments, a discount to regular customers or those who brought a friend. Rely on proven facts.
• Cases (report or story about solving customer problems through a product or service);
• Material that answers frequently asked questions of the audience;
• Reviews (articles, videos)
Product demonstration videos highlight key features, uses, and value in solving a problem. This fosters buying and trust from the target audience.
To create selling texts, the AIDA model and the ODC formula are used.
Options of placement and use of selling content:
• Landing pages;
• Commercial offers;
• Promotions, discounts, special offers;
• Descriptions of goods and services.
Entertainment content does not lead to sales directly but pushes it towards them: It attracts and retains an audience, provides recognition, builds communication and builds loyalty. Occupies 20% of the total content. When embedding posts and articles of an entertaining nature in the general list of publications, focus on the interests and values of the target audience.
Types of entertainment content
• Trending memes;
• Polls and tests;
• Contests and sweepstakes;
• Funny videos;
• Jokes related to a product or industry.
Entertainment content is posted on social networks, video hosting sites or the site's blog.
Educational (Informational) Content
Educational content strengthens the status of an expert in the field of activity, expands influence, builds trust and attracts the target audience. Such materials are consumed by people who are already interested in the company or its offers. Content accounts for about 50% of publications. These materials are appropriate for posting on blogs, social networks, video platforms and other sites.
Types of educational content
• Opinions of experts and specialists;
• Market analytics, highlighting trends;
• Detailed manuals and instructions, checklists;
• Reviews and collections;
• Industry news;
• Translations of foreign publications.
User generated content provides publications and social proofs to potential customers for free. The generation of publications by subscribers within the framework of the competition and other activities works great on social networks. Regardless of the platforms used, we recommend that you include custom materials in your content marketing strategy.
Blogging (Website, Social Media, Video Platforms)
The format is often used to drive organic traffic by creating content that matches general needs of the audience. Blog posts are designed to educate audiences, build brand awareness, and build a company's expertise in the marketplace and its offerings. Distinguish between guest and internal blogging formats, as well as co-authorship. Guest blogging expands the reach of the audience and improves the position of the resource in the search results. Joint authorship materials help to increase company awareness and attract a new audience. High-quality and relevant content can go viral and spread through social channels and other platforms. This will cause an influx of new audiences and an increase in conversions. Blogs in video format (Vlog) also get high engagement.
The number of personal brands is growing along with their business performance. Consumers prefer to buy from real people rather than faceless corporations. Personal stories replace or supplement case studies and portfolios. People love stories of "ups and downs" in which the hero finds a way out of difficult or even hopeless situations and achieves success. Personal opinions on current problems or trends in the market, creative projects, etc. contribute to increasing expertise and engaging the audience in the discussion.
Research keywords that are popular with users and competitors. Start from the resulting list when creating your content plan.
Social Media Content
Social media platforms are evolving into brand-focused search engines. Social media posts allow new leads to discover products and provide general and additional information about products and services. Activity is maintained on an ongoing basis. Consumers are more likely to buy from active companies that entertain and engage their audience. Purely advertising content is perceived as annoying, and brands are required to be transparent, friendly and helpful. In this connection, unique, useful and interesting content is appreciated. It is determined by the needs and interests of the target audience. Analyze competitor activity and test options on various social platforms. Be consistent in your posts not to lose interest from your audience, subscribers and customers.
Entertaining and Interactive Content
Users come to social networks, first of all, for entertainment and only after purchase. Therefore, entertainment content should account for more than 30% of the total. It's easier to work with already interested subscribers in a good mood: The rest of the information will not be left without attention.
Selling Content on Social Networks
Selling content on social networks is designed to create a need and push to make a decision. Commercial posts make up about 30% of the total and meet certain parameters:
• Attracting attention with a creative headline;
• Description of the advantages, benefits of the proposal, the way of solving problems and meeting the needs of the target audience;
• Offering additional value;
• Indication of prices, methods of payment, delivery or purchase;
• Inclusion of a call to action (CTA).
Informational (News, Reputational) Content
• Company stories: successes and achievements.
• Description of the characteristics of the goods, benefits from its acquisition (facts);
• Demonstration of how to purchase and use the product;
• Industry news, expert reviews and expert opinions, trend forecasts.
Educational (Training or Useful) Content
Educational content is used to establish the professionalism and expertise of the company, to strengthen the trust of the target audience.
The density of distribution of keywords in the text should be 1.5% – 3%. Pages overcrowded with keywords are subject to search engine sanctions.
There are certain requirements for the text content of the site: Uniqueness, relevance, literacy, expertise, design. The principle of expertise requires specific information and a minimum of "nonsense".
Relevance implies that the title of an article matches its content. Uniqueness affects the ranking of a site in the SERP. You can check it using various online service, it will be a good indicator if it is 80% and above. Keeping content up to date increases the frequency of search engine indexing, which gives you a ranking advantage.
A massive block of text without structure (headings h1 – h6, lists and paragraphs) and graphic support is difficult to read. A well thought out layout helps to focus on the main elements. This makes it easier to perceive and find information of interest.
Images and video content
Basic requirements for images:
• Filling in the title and alt parameters;
• Compliance with the subject of the placement pages;
Video content must also meet the requirements of uniqueness, relevance and usefulness to the user. The visual component influences the behavioral ranking factors. In this connection, it is important to work not only on the optimization of texts, but also on video and graphic components.
When choosing sites and placement formats, focus on the business goals, problems and interests of the target audience. Adhere to the specified ratios and requirements when developing publications of a different nature. Test new formats and presentation styles. A common mistake is incorrect definition of target audience or lack of understanding of its needs and motivations at various stages of interaction with the company. Consumers use different types of content to meet their needs as they move through the sales funnel. Closing the client's “pains” and removing objections through content leads to its monetization.
To avoid such mistakes and achieve the desired results, please contact us!
We develop effective content marketing for search engines, social networks, contextual advertising, corporate mailing lists and blogs. We will establish contact points with your leads and increase conversions.