Content Types and Basic Requirementsadmin
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 positions of results. Providing attractive and valuable content for CA allows you to stand out from your competitors, attract and retain potential customers. In the article, we consider the content formats of various platforms (website and social networks) and the requirements for each of them (user and search).
Content – the content of the site (site, social networks, etc.), presented in the form of texts, graphic and multimedia elements.
Types of Content:
By purpose: selling, entertaining and educational (informational);
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:
Copyright – a text written by a journalist or copywriter from scratch. Represents unique content that is preferred by both search engines and users. The author’s material increases loyalty to the product, service and the company itself, its recognition, which affects conversion and sales.
Rewrite – a modified version of the finished text. Replacing words from the original article with synonyms and rearranging sentences does not positively affect 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 may come close to copyright.
Adapted material – language translation of the article. It is considered unique content from the point of view of search engines, as the translation creates author material.
Copy-paste – copying articles from other sources without making changes to the text. Despite the ease and speed of filling the site with such content, copy-posting is not recommended for use. Consequences of using the method:
falling of a resource under the sanctions of search engines;
violation of copyright law;
negative impact on the reputation of the company.
Visual and audio content
The advantages of this format in comparison with text content are more attractive, memorable and accessible.
Graphic accompaniment of the text facilitates its perception and increases the possibility of its full reading. Graphic accompaniment refers to pictures, photographs, illustrations, diagrams, animation, screenshots, slides. The most effective infographics, which on average increases traffic by 12%. Combine statistics and interesting facts so as not to overload the article with numbers and improve its perception by the target audience. Data visualization works better than a textual explanation of complex concepts and processes, justification of the value and principles of using the product, etc.
Filling the site with audio and video content allows you to extend the time spent by users on the resource, which is taken into account when ranking. A third of all activity on the Internet comes from viewing video content. According to Hubspot, embedding videos in landing pages increases conversion by 80%. This makes video one of the best content marketing tools to achieve and attract target audience. Short and exciting informational videos help attract consumers at the stage of awareness needs. Video instructions and demos work during the purchasing decision stages. The audio content is diverse: music, recordings of interviews, lectures and webinars, podcasts. Use audio content as training materials or feedback to increase confidence in the company and awareness of the product or service.
Selling texts identify a problem and offer a solution to it using your product or service. Such content accounts for 10-15% of all placements. When compiling sales texts, we recommend that you refuse to use specific terms and long explanations. Bring information in essence: concise and accessible. Highlight possible doubts, objections and questions of potential consumers in order to embed them in the text and solve problems. For example, at a high price, offer options for phased payment, purchase on credit or by installments, a discount for regular customers or those who brought a friend. Rely on facts that can be proved.
Cases (a report or story about solving customer problems through a product or service);
Material that answers frequent and exciting questions for the audience;
Reviews (articles, videos)
Demo videos of using the product highlight its key features, applications and value in solving the problem. This contributes to the purchase and trust of the target audience.
To create sales texts using the AIDA model and the ODC formula.
Options for placing and using selling content:
Promotions, discounts, special offers;
Descriptions of goods and services.
Entertaining content does not lead to sales directly, but pushes them: it attracts and retains an audience, provides recognition, builds communication and forms loyalty. It occupies 20% of the total. When embedding entertainment posts and articles in the general list of publications, focus on the interests and values of Central Asia.
Types of entertainment content:
Surveys and tests;
Contests and sweepstakes;
Jokes related to a product or industry.
Content of an entertaining nature is posted on social networks, on video hosting sites or on the website’s blog.
Educational (informational) content
Educational content strengthens the status of an expert in the field of activity, expands influence, builds trust and attracts CA. Such materials are consumed by people already interested in the company or its offer. Content accounts for about 50% of publications. 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 compilations;
Translation of foreign publications.
User content provides publications and social evidence to potential customers free of charge. Generation of publications by subscribers as part of the competition and other activities works fine on social networks. Regardless of the sites used, we recommend including custom materials in your content marketing strategy.
Blogging (website, social networks, video platforms)
The format is often used to drive organic traffic by creating content that matches the general needs of the audience. Blog publications are intended to inform the audience, increase brand awareness and company expertise in relation to the market and their own offers. 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 SERP. Joint authoring materials can increase the recognition of the company and attract a new audience. High-quality and relevant content can become viral and spread through social channels and other platforms. This will trigger an influx of new audiences and increase 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 complement case studies and portfolios. People love stories of “ups and downs” in which the hero finds a way out of difficult or completely hopeless situations and achieves success. Personal opinions on current issues or market trends, creative projects, etc. contribute to increased expertise and engage the audience in the discussion.
Explore keywords that are popular among users and competitors. Build on the resulting list when creating a content plan.
Social Media Content
Social media platforms are turning into brand-oriented 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 the audience and engage it in the interaction. Exclusively advertising content is perceived as annoying, 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 Central Asia. Analyze competitors’ activity and test options on various social platforms. Be consistent and consistent in your publications so as not to lose the interest of 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 be 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 is designed to create a need and encourage decision-making. Posts of a commercial nature make up about 30% of the total number and correspond to certain parameters:
Attracting attention with a creative headline;
Description of the advantages, benefits of the proposal, a way to solve problems and meet the needs of Central Asia;
Offer additional value;
Indication of prices, methods of payment, delivery or purchase;
Enable Call to Action (CTA).
Information (news, reputational) content:
Company stories: successes and achievements.
Description of the characteristics of the product, 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 is used to confirm the professionalism and expertise of the company, to strengthen the trust of Central Asia.
The distribution density of keywords in the text should be 1.5–3%. Key-oversaturated pages 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 “water”. Relevance implies that the title of the article corresponds to its content. Uniqueness affects the ranking of the site in the search results. You can check it using the text.ru service, a good indicator is 80% and higher. Constantly updating content increases the frequency of indexing by search engines, which gives ranking advantages.
A massive text block without structure (h1-h6 headings, lists and paragraphs) and graphic accompaniment is hard to read. A well-thought-out layout helps to focus on the main elements. This facilitates the perception and finding of information of interest.
Images and video content
Basic image requirements:
Filling in the title and alt parameters;
Compliance with the theme of the placement pages;
Video content must also meet the requirements of uniqueness, relevance and utility to the user. The visual component affects the behavioral ranking factors. In this connection, it is important to work not only on the optimization of texts, but also video, graphic components.
When choosing sites and layout formats, focus on the goals of the business, the problems and interests of Central Asia. Follow these ratios and requirements when developing publications of various kinds. Test new formats and presentation styles. A common mistake is an 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 along the sales funnel. Closing the “pain” of the client and removing objections through the content leads to its monetization.
To avoid such errors and achieve the desired results, please contact us! We develop effective content marketing for search engines, social networks, contextual advertising, corporate newsletters and blogs. Set contact points with your leads and increase conversions.