The idea that “content is king” is almost as old as the internet is, and while the way people search for and use content is always evolving, the content itself is still the most important thing when it comes to attracting website traffic.
One thing that is changing, however, is the kinds of content that people are looking for. That’s why, although content is still king, it’s essential to continually re-evaluate the kinds of content you’re providing. Content comes in a very wide array of forms: long and short form blog posts and articles; white papers; videos, webinars. And then there’s social media content—tweets, pins, posts, snapchats, vines, and more.
Each kind of content has its own particular benefits, and different kinds of customers tend to have their own preferences in terms of the content they prefer or find most useful. For example:
· People prefer organisations that provide custom content as well as sharing content from other individuals and organisations, versus those that only share content from others.
· White papers are more useful for providing in-depth analyses and education, while short form articles are more suited to providing entertainment or overviews of a topic.
· B2B customers in particular are more receptive to product and service information in the form of articles and white papers rather than advertising.
· Companies that produce video content tend to be viewed as more trustworthy; similarly, customers consider video-based product reviews to be more accurate and reliable.
Providing a mixture of custom and curated content works well for most organisations. A good overall strategy is to focus on creating content that’s highly relevant, while sharing curated content that’s of more general interest.
Learn What Your Customers Want
Note that while content variety is important, it’s just as important to pay attention to the kinds of content your customers want. If you’re trying to attract a certain kind of audience, it’s essential to understand them well enough to know whether they want short or long form content, in-depth videos or sound bites, images or text.
Don’t Spread Yourself too Thin
With a myriad of content types and platforms from which to choose, and a wide range of preferences even in a single demographic, it’s all too easy for organisations—especially smaller ones—to stretch their resources too thinly. Don’t try to be all things to everyone; instead, focus on the more relevant content types, and stick to one or two social media platforms. This allows you the time to create engaged audiences by providing the content that most interests and benefits them.