Ensuring our organisations speak in clear, plain and meaningful language is vital for the business world. And fashioning out compelling content conducive to action – or leading audiences to making a decision (purchasing, informing, sharing) – can be a daunting task with the multitude of digital services out there today.
Crisp and unmatchable content will drive your organisation to grow in a number of ways. Namely to boost dialogue, build brand awareness, capture data about users and to elevate your social presence.
Yet not every type of content provides a set match to your specific wants and needs.
So here is a short overview of some of the most common kinds of copy and how they can help.
Often the bread and butter of many organisations’ content marketing strategy, custom news stories are a fantastic way of keeping your readers up to date with industry developments and company announcements.
Having monthly, weekly or daily news on your website (and the more frequent the better) ensures your business stays fresh and people keep coming back for more.
Not only does it show that your company is constantly growing, it tells your potential customers that you have your finger on the pulse with industry issues.
How often have you visited a company’s website and seen they’ve not updated their news section since 2009? This comes across poorly and is terrible for improving search rankings.
Whitepapers are authoritative reports or guides that help readers (and potential customers) understand an industry issue or problem – ideally, a problem that your services can solve!
Running into thousands of words and requiring extensive research, whitepapers are designed to show your business as a thought leader in the sector, building trust within your brand.
As whitepapers are usually available as a downloadable file, an added benefit is that you can enhance lead generation by asking people to leave personal details or sign up to your newsletter.
Furthermore, whitepapers can be shared among parties – extending your exposure far beyond its original capacity and reaching new audiences.
Whether you have an interesting weekend hobby or are the head of a multinational organisation, chances are you’ve considered writing a blog.
More often than not, the initial good intentions and enthusiasm for the project fall by the wayside and you can go weeks or even months without posting.
However, businesses that do this risk losing an excellent opportunity to bring a more personable approach to their brand and build an authoritative reputation.
Not every business can utilise whitepapers, and blogs provide a space to give reviews, analyse ongoing industry debates, discuss developments and much more. A well-implemented keyword strategy does all this and boosts your rankings.
As the name suggests, this type of content is put together after interviewing a person of interest to your company.
This can be internal – all the way from the CEO down – or external, such as clients, customers and industry commentators.
The primary benefit of interview-based copy is that you can be certain that it is unique content; written from quotes and information provided by the interviewee rather than taken from a media release or blog.
Not only does this improve your search rankings, it enables you to tackle issues that are most important to your company – which can be particularly useful if your business operates in a sector that is rarely covered in the news.
It can also build relationships with your staff, clients and customers, as they may feel honoured to be given the opportunity to give their views.
This is just a sneak peak at the types of content available as part of a content marketing strategy and there are many more, including press releases, landing pages and social media contributions.
If you are looking for the best combination of content areas for your business, please get in touch with Mesogio. We can help you to build an effective and detailed plan based on original content and your specific requirements.