When quality content is a key ingredient to your SEO strategy, you’re constantly working on creating and publishing. It’s what drives people to a website, keeps them there, and what encourages them to provide their contact information to become a lead. However, not everyone consumes content the same way, which is why a variety of quality content is necessary.
What types of content can you produce (or should) and how do you maximize each for your SEO strategy? Start by doing your homework. Robert Mening shares several strategies in depth to help you develop a solid content marketing strategy based on your website’s statistics, visitor information, and more. Once you’ve gained an understanding of how your website currently performs, there are four types of content that you can produce that can be low-cost, but high impact on your website’s performance:
Starting with the most obvious type of website content, blogs are a great tool to drive visitors to your website to be entertained and/or educated. Blogs educate at length on a certain topic in a format that is keyword-focused, engaging, and extremely beneficial to your business. They convey your experience, ability, and authority on the subject. In fact, according to TechClient, 81% of US consumers trust advice and information from a blog, and 61% of US consumers have made a purchase based on a blog post!
Infographics are another good content tool to utilize. There are times where it is easier and more impactful to illustrate a specific topic or set of data than it is to write at length about it. Infographics are visually engaging and provide a way to turn a potentially complicated (or boring) topic into something people enjoy. Infographics are liked and shared three times more than other types of content and 90% of consumers find custom content, like infographics, helpful per SerpLogic. If you’re not graphically inclined, Canva has a great infographic creator just for you.
Case studies are an excellent opportunity to showcase the depth and breadth of your business and its success, as well as collect data from potential leads. They’re your chance for you to control the message about your business, your product or service, and to sing its praise (because if you don’t, who will?). The perfect case studies are specific, solve a problem, and provide proof through statistics and testimonials. To gain access to a case study, a website visitor should at the very least provide their name and email address, and the case study emailed to the visitor with a brief thank you and message about the solution being provided in the case study.
The final piece of content that should be in every marketer’s playbook is video. If a picture is worth 1,000 words, then a video is worth 1.8 million. Video is forecasted to grow to 80% of all internet traffic by 2019, and is one of the most effective ways to communicate. Needless to say, video can have an amazing impact on your website and SEO – but only if it’s done right. Welsey Young has a great article with 8 tips to using video to improve SEO, including hosting your video on your business site and YouTube, optimizing your videos for load time, the importance of video transcripts, and more. If you’re in the market for an easy-to-use platform to create videos for your brand, check out Biteable.
Once you’ve got your content tuned in for SEO and published, you will start reaping the benefits of being found better via search. What other types of content are in your playbook?
Stephanie Duncan is the Communication Coordinator for Veterinary Hospitals Association, a member-driven association organized to represent the interests of their over 345 members and the veterinary community. She also blogs irregularly atOh So Sociable. Follow Stephanie and VHA on Twitter at @theStephDuncan and @VetsHospAssoc.