Choosing The Right Content Type

Spending time deciding on the correct content type for your business website is time well spent. With at least a dozen different flavors to choose from, deciding which content type bests showcases your business and brings something unique to your users is a process you don’t want rush. Who knows maybe a combination of different types mashed together will be a hit.

What works best for one business might not work well for another. And while the blending of content types on a website is a standard practice your imagination and need to be creative are unlimited. A websites presentation of content can make it engaging and a space people want to come back to again and again, be expansive in your choices.

 

  1. Story Telling
    Maybe you have a travel based business that lends itself to great stories needing to be shared. Or maybe you have a scientific business with loads of exploration stories that you know people are hungry for. A website based around the content type of Story Telling can connect with users in a big way. And never forget your own story. People are hungry to know your story.

  2. Audio Based
    Adding audio to your business website increases availability by allowing users to listen while on their mobile devices as their day unfolds. Audio adds color and emotional impact to your storytelling or even to basic text. Audio increases retention of information for many people while adding a new and intriguing dimension to your website. If you haven’t thought about inserting audio now is the time to roll it around in your imagination.

  3.  Infographics

    Studies show that visual information has a better retention hook than text, and infographics can enhance user engagement like rocket fuel.

    You can use infographics as your primary content type to do comparisons, simplify complex ideas, create how-to pages, map out stories, visualize data and dozens of other routes to creating the perfect business presentation. You might even create games that can be printed out by your customers. Forbes has a great little article about infographics well worth a look.

  4.  Video

    There is one statistic that highlights the popularity of video better than any other I’ve seen, Youtube is the 2nd largest search engine behind Google. Billions of people are searching for and watching videos about virtually any subject you can think of and the number keep getting bigger everyday.

    Using video as the anchor of your business website is a great choice but just adding a handful of videos to a text based website can also set your business apart from the crowd. Creating videos has become as easy as clicking one button to upload it and embed it into your content. Your users will thank you for giving them tools to help understand your products and services in great narrated bites.

    There isn’t a small business that won’t benefit from including short (30 to 60 second) videos on their website. The return on your investment comes in the form of traffic and loyalty.

  5.  Case Studies

    Creating and publishing Case Studies on your business website can be a great way to get noticed by other on the web. When you present a positive Case Study you are showcasing the strength of your products and services along with the success that comes from working with your business. Going down this road is a powerful tool for your own website success.

    A Case Study can be as simple as the story of a contractor who increased her business reputation through the use of your superior products. Or maybe you worked for an extended period of time with a customer to create value with their company that fits perfectly into an extended Case Study of your operation expertise. If your working closely with your customers this is a great avenue to travel down.

  6. White Papers

    I’ve talked with lots of business owners who’ve asked me what the heck would they have to write about, it’s actually quites a common question from businesses of all sizes. But once a business starts on the White Paper writing road they are amazed at the unlimited topics worth writing about in their niche.

    The key to writing a series of White Papers is to go back and review the information you gathered in finding our who your audience is. You’ll want to gear each batch of papers to a segment of your audience and create them in a format that this segment wants to read. For example, if your business creates Laser systems you’ll want your White Papers to be written in the jargon of laser experts first and then write a second set of papers that are written for the a more general readership. Having two sets of White Papers that speak to different audiences broadens your ability to talk to not only experts but also to other people in management and infrastructure that may not be experts.

  7. Landing Pages

    Aren’t all web pages Landing Pages? The easy answer is no. Landing Pages are designed and build with a specific intention and often are time sensitive. A business builds Landing Pages for Events, New Products, Compilations, Reintroductions and Special Content. Landing Pages are not pages like, about us, contact us, blog posts, directions, FAQs, etc.

    Often a lnading page will step out of the design used for the main website or maybe even live on a separate domain. Once up and running these page lend themselves to high energy campaigns from Social Media and Advertising. Done correctly they are effective in getting the message across.

  8. Press Releases

    Yes indeed the Press Release is alive and well in the age of social media and the web. The PR can be a powerful way to connect with hundreds if not thousands of news outlets that are all hungry to know and share what’s new and hot.

    If your business introduces new products or services regularly, having a PR section to your website can be highly beneficial. Some busineess that can benefit from an active PR strategy are: Agents, Actors, Real Estate, Software Developers, Travel Writers, etc.

  9. Glossary – Wikis

     

  10. Product Reviews
    If you have a large inventory of products centering your website around Product Reviews may be the way to go.
  11. Employee Generated Content

    Companies often miss out on a prowerful opportunity to engage and educate their customers that they already have within their organization.

     

  12. Industry Centered Blogs
  13. Testiminials
  14. Mashups

 

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