Let's agree: not everything you have on your site is content. Even though the English word "content" literally means "content," in professional content marketing we will only refer to high-quality, well-packaged, useful data as content.
From now on, by content we mean articles, experts' blogs, video reviews, infographics, cases, presentations.
What is the content
We divide content into two kinds: interesting and boring. We try never to produce the second type unless the customer threatens us with violence if we do not fulfill the requirements (though even in this case we do our best to persuade the person not to interfere and allow us to do our job well). The first type of content - interesting - in any case should be useful, true and, of course, not boring.
Many experts still distinguish between sales, educational, informational and entertainment content. But, look, the purpose of any content is to sell. Sell a product, sell yourself as a great author, sell a new media resource to a multi-million dollar audience. Selling text should be both informative, educational, and a little bit entertaining. All of these characteristics apply to interesting content.
They also say that content can be unique or non-unique, as well as free or paid. So there's no such thing as non-unique content: there's plagiarism and copypaste, which shouldn't be on your site.
We've dealt with species - there are two: one will help the company article to be popular, and the second is better never to create it.
Now more about what else content can be.
Articles
Articles come in many varieties, but there's one thing that unites them all - they should contain useful information for your target audience. At the same time, anyone who wandered into your site by chance, should understand what you do, what you offer and how it can be useful in life.
This means that if the site is dedicated to carburetors, then, no matter how obvious and simple they may seem to you, first you should write about them, and then about more advanced points. Remember, if a child comes to your site, he should understand from the content of your blog, what are the carburetors.
Also, depending on the concept of the site, you can focus on one type of article, but it is best to combine several options.
Expert Columns
The popularity of blogs is growing every day, and all because people want to be closer to the original source, they want recommendations and impressions from live people. They want flexible quality content, filled with life examples, with a good author's style and the ability to discuss a topic. The latter is the most important. People want to express their opinions, give them that opportunity. You can offer a blog to a qualified company professional, or you can hire an individual writer-blogger who understands the topic. You can also contact an expert and offer to collaborate.
As a platform for blogging, you can choose as a separate page of your site, or one of the many options for special blogging services. But it is better to create a separate blog site to which you can attract an audience with the help of content writing tools.
It is necessary to take into account the specifics of content for blogs: the topics should be relevant and not trivial, they should always include the blog author's opinion, if the subject allows, it is good to use humor. It is absolutely necessary to communicate with guests in the comments, because this is the underlying idea, what you are doing it all for.
Video content
Video is great because it is perceived more easily and better than text. Visibility - this is immediately plus a hundred percent to the trust of the user.
Movies can be anything from standard commercials, examples of which we've all seen on TV. Instructional videos are in great demand: users are often looking for how to do this or that, and a video like this is a chance to answer the most pressing questions and immediately offer a direct or alternative solution to the problem. Such a video can be combined with a master class article. Review videos should be combined with articles of the same nature, and recommendation videos are great for blogs.
In addition, a video can introduce the user to your company, in other words, it can become the main promotional tool for your business.
