Four Content Types That Deliver Results

There’s hardly a brand that isn’t actively embracing the concept of creating and sharing content on its website. The effect and reach of valuable content has become undeniable. But sometimes you may find yourself with just enough time and resources to incorporate a few types of content. You want the most bang for your buck if you can spend time on only a few types while nixing others, so here’s some help. The following four categories of content are winners when it comes to attracting your target audience.

Connect the Dots with a Blog

If you fancy yourself a content aficionado, you’re probably familiar with all the different written varieties. There are blog posts, articles, press releases and more. While every type of written content has its time and place, a blog should take precedence if you don’t have the resources to do it all.

It’s been shown that active blogs give websites about 434 percent more indexed pages and 97 percent more indexed links than websites without them. In addition to the benefits with traffic, blogs also offer a simple, centralized place for you to showcase important information. You can share company developments, give actionable advice and announce new team members via your blog. It’s a less formal way to answer customer questions, offer insights and attract more visitors.

Don’t Ignore Infographics

A common mistake within marketing is to believe that content and text are interchangeable. They’re not. Don’t get into the rut of feeling like everything you do has to be shared through a written avenue. Not only can copy-drenched Web pages bore visitors, but they also make your website seem one-note and lessen the chances your prospects will stick around long enough to find out what your company sells.

Instead of relying only on words, think about giving infographics a chance. As a blend of images and text, this type of content offers an easily consumable way to impart a lot of information. One study even found that infographics were liked and shared on social media up to three times more often than other content. So if you have something data-rich or particularly compelling to share, consider doing so in an infographic.

Incorporate Video Testimonials

As most savvy marketers know, video can be a wonderful tool for entertaining and informing prospects. Seeing things in action is oftentimes far more powerful than merely reading about them or even viewing still images. While marketing videos are usually splashy and veer toward high-impact, not all the videos on your website need to be like this. In fact, sometimes more toned-down footage can be just as effective.

One idea is to use video for your testimonials. By showcasing real customers telling their stories about engaging with your brand, you invite prospects to get a glimpse into what being a customer is like. They can relate to the people they see, and it gives them one less page of extensive text to comb through. Lifelock is an example of a company that does this well. The identity theft protection company displays video testimonials of its customers, which increases conversions and engages readers. You can do the same by turning to video for your own testimonials.

Tighten up your Calls to Action

A final piece of content that many websites fail to include are calls to action. This one element of a website can have a powerful direct correlation to your conversions. Some businesses forget to use calls to action entirely, while others either keep them buried or don’t employ enough of them. You don’t need to – and shouldn’t – oversaturate your website with “Buy now!” or “Join here!” popups, but it’s essential to handle calls to action well in order to increase conversions.

An example of a company that does this well is Evernote. One of the calls to actions the brand has used are the words, “Remember Everything” next to a “Sign Up Now” link. A simple sentiment like this draws in interested visitors, and human nature makes an intrigued person want to click the button and find out how to achieve that goal. Go through your website with a fine tooth comb and decide where calls to action make the most sense, along with how to make them most enticing.

When it comes to attracting customers, your website is a premier way to get the job done. By maintaining an active blog, employing the use of infographics, using video testimonials and being strategic about your calls to action, your customers will be drawn in to a much more interesting and intuitive experience, and will find far more incentives to engage with your brand.


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