High-quality content was always the focal point of any website. It’s what drives the organic traffic, but it also helps convert an audience into clients.
Over the years, businesses have developed numerous content forms in an attempt to garner more attention. Some of them are seen as exclusive, follower-only publications, such as eBooks, while others are used as means of supporting other, more relevant pieces.
Besides conveying information and increasing organic traffic, online content carries another, more important benefit for the brands. It helps establish businesses as industry leaders, increasing their reputation and authority among peers and potential customers.
In this article, we’ll break down various types of web content and how your online business can benefit from them. Read on!
Landing pages
Unlike other forms of web content, you need to have quality landing pages on your site. This category includes the homepage, product pages, and all other sections of your site meant to increase conversions. Landing pages need to be visually appealing and include CTA, success stories, and, when necessary, an explainer video.
Most importantly, landing pages are meant to instill confidence in potential customers. When a person lands on your site for the first time, they want to be certain that this company is a good supplier or partner. Otherwise, they’re not making a purchase. Here are a few methods that can help you out:
The biggest issue with articles is that they don’t convert at the same clip as product pages. People who land on blogs are usually looking for information and aren’t necessarily ideal customers.
Nevertheless, blog content is vital for improving your online authority and reputation. These pieces put more eyes on your company, helping it scale faster and rank higher for certain lucrative keywords.
Expert posts
When we talk about expert posts, we primarily refer to case studies, eBooks, and white papers. Most of them come as downloadable content that you can access by following certain steps, such as subscribing to newsletters. Unlike regular articles, they delve into more complex topics that might not be suitable for regular users.
The main reason why companies create this type of content is so they can attract high-quality leads. Expert posts are more common in industries with longer buyer cycles, where clients are harder to convert but have higher lifetime value. Through these posts, you can demonstrate expertise and present yourself as a quality partner.
Here are a few considerations you need to make when adding expert posts to your site:
The great thing about this type of content is that you can repurpose it across different platforms. Certain visuals can serve as powerful marketing material for your campaigns. Presenting content in a visual way also helps marketing teams explain complex topics, which can result in better engagement and conversions.
External content
As the name implies, this type of posts is placed on third-party websites. In that sense, they’re not “website content” per se, but they can still be an important part of your marketing strategy. Specifically, they can help optimize existing web pages and drive direct traffic.
External content refers to any type of guest post, product review, social media and forum post, directory listing, and user-generated content. Marketing teams place them on other sites in an attempt to gain link juice, diversify link profiles, gain direct traffic, and execute certain link strategies. Some of them, like social media posts, help build followership on third-party platforms.
Here are a few things you should consider when creating these posts:
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