Let’s play a game, shall we? Go onto your website and count how many types of content you can find. We’ll play, too.
On our website, we can spot over five different types of content without ever leaving the Home page. How about you?
What’s the reason for this unique game of Where’s Waldo? We want to remind you that content isn’t one-size-fits-all. Different customers need and want different content from you. If you’re sticking with one or two types of content on your website, you’re probably missing some of your potential customers.
10 Powerful Website Content Types to Add to Your Content Calendar
A couple of weeks ago, we published Inspire the Buyer: Content Creation and Your Customer’s Journey, an article about using content to connect with and convert your audience in every stage of the buyer’s journey. To take that conversation further, we’ve outlined here ten powerful content types to add to your content calendar to meet your audience no matter where they may be.
1. Blog Posts
Ah, old faithful. Blog posts have always been tried-and-true pieces of content for a wide range of audiences. Hosted on your website’s blog, these posts do many things from answering customer questions to diving deeper into niche subjects.
Blog posts are known as one of the surefire ways to increase links to your website. Why? They’re easily shareable pieces of content that provide instant value to your audience while inspiring them to learn more about your business.
2. Long-Form Pages
Sales pages, FAQs, service pages, oh my! Long-form pages are exactly that: long-form pieces of content that dive deeper into a subject. For example, you might have a sales or landing page linked to your lead magnet (more on that below).
You can also create long-form service pages outlining everything a potential customer needs to know about your various offerings. Or, you might want to add an FAQ page to your website that answers your audience’s burning questions. You also have the option to create pillar pages that house valuable content and links to other content throughout your website.
Long-form content packs high levels of value into one page, which makes both your audience and Google happy. And if Google is happy, your content will rank higher in search.
3. Lead Magnets
Also known as freebies or giveaways, lead magnets attract qualified leads for your business. They come in many forms, including:
And so much more. In exchange for your potential customer giving you their contact information, they receive an answer to a question or solution to a problem via content. Remember, these are not promotional pieces of content about your services. Lead magnets fill a void your audience has, thus inspiring them to contact you.
eNewsletters don’t live on your website, but they drive traffic to it. These newsletters are sent to your audience on a regular cadence that shares everything from news about your business to tips and tricks and so much more. They’re just another way to consistently deliver value and remind your audience that you’re here and ready to help (bonus points if you advertise your newsletter on your website).
eBooks are typically short books your audience can download from your website or other sites such as Amazon. These pieces of content are some of the most in-depth.
eBooks not only drive traffic and conversions, but they strengthen your brand by building trust and authority. After creating an eBook, you can truly say you “wrote the book” on a subject.
Did you know that 9 out of 10 people say they trust what a customer says about a business more than what a business says about itself? That’s why testimonials are so important. Whether you create a testimonial page or scatter testimonials throughout your website (or both), make sure they show up.
7. Case Studies
We often better understand how a service will benefit us by hearing about someone else’s experience. Case studies illustrate a customer’s experience in a way your audience can relate to. They should include what you did for the specific customer in detail and how it helped them solve a problem—with their permission of course.
Although the term “case study” sounds scientific, you are free to be creative. For instance, you can share customer stories via blog posts or downloadable PDFs. Or, create a video case study instead of text. The opportunities are endless.
This list wouldn’t be complete without some visual content thrown in. Infographics are images that explain detailed information such as stats, facts and more in a visual way.
They’re easy to share on social media and across the web, plus they’re super simple to create with tools like Canva. Infographics appeal to those potential customers that enjoy taking in information more visually.
Video is one of the hottest forms of content in marketing today. Around 85% of individuals in the US watch online videos monthly. Not only do they pack a marketing punch, but you also have a lot of creative freedom when creating videos.
For example, you can create video testimonials, videos explaining complex niche topics, animated videos and so much more. Plus, they’re easy to publish on your website and social media.
We already covered long-form content, but it’s important to note that whitepapers do exceptionally well for a wide range of industries. A whitepaper is an in-depth and authoritative report or guide on a specific topic. They present a problem within an industry and offer a detailed solution.
Just like other lead magnets, whitepapers aren’t overly promotional. Instead, they dive deep into a problem you have a solution for which delivers value to your customers. As a result, they might just reach out for more.
Don’t Stop Here…There’s More Content Out There to Discover!
This list only contains ten of the literally hundreds of types of content out there. If you take anything away from this blog post, let it be this: you must create the content your specific audience wants to see…even if it’s not on this list.
Start here and take note of what works. Then, continuously revisit your content marketing strategy to ensure you’re moving in the right direction.
Having Trouble Creating Content for Your Website?
We know it’s easy to become overwhelmed when faced with creating high-quality content for your website. We also know you can’t connect with your potential customers without it. If you’re having trouble, send us a message. We’re here to help!