Types of Content

Ask a bunch of business owners about website content, and you will get a wide variety of answers.  Some are very well informed and highly active online.  Others are intimidated and turned-off by the idea of creating web content.  However, those that are struggling are often doing so because they don’t understand what counts as content. There are many different types and creating a strategy that involves a little of each will make it much easier to stay inspired.

Core Content Every website needs the basic content – the information that a consumer needs to have in order to weigh the value of the company, and to make a decision about the products or services offered.  This can include basic product information, a list of frequently asked questions and their corresponding answers, as well as the ratings and reviews received from consumers.  Often much of this is written as soon as the website is created, but it is important to keep this content fresh.  Add to the FAQs list when another question arises, add new products to your line or freshen up the text to ensure that it appeals to a modern audience.

Personalized Content There must be something aside from the formal core content to be found on your site, especially if you hope to form a personal connection with your consumers. Consider stories about the behind-the-scenes processes of the business, write up employee profiles, write about recent trade shows or exhibitions, and always encourage your customers to share their own photographs and statements about your products.

Commentary This comes in two forms.  The first is the commentary that your employees, customers and fans create in response to the content that you have already posted.  This form of commentary is very influential and wonderful when shared on your website as well as on social platforms.  However, be aware that allow consumers to comment also means that you must have a team ready to respond to the negative feedback.  This must be addressed.  It cannot be ignored, and you should carry the conversation offline as smoothly as possible.

Commentary can also be your own.  If you have read a recent industry-related article or blog post and have something to say about it, do so.  Include this, along with a link to the original piece (always give credit to those who created the initial piece of content), on your website.  It will only improve your status as a respected authority in your industry.


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