This is the second blog in a 13-part series about the importance of content marketing for improving SEO.
It’s no surprise that the value digital content is ever-increasing as more and more people are connected to their hobbies, interested, and passions on the internet. With more ways for potential customers to access digital content it may feel daunting for digital marketers to tap into every possible content platform.
While there may be value in pursuing a content strategy with flashy videos, or the latest social media platform, it is important to understand that simpler types of content will continue to be highly beneficial.
Below, we’ve complied a list of the most popular content types that are likely to boost your user engagement, convert customers, and build upon your SEO strategy:
Optimized Blogs and Editorial Content
When we say “optimized” blogs we mean dedicated content pages that don’t skim on important details. An optimized blog is designed to help build SEO on your website and index a greater number of web pages.
All original content should include unique headers, keywords, a wide variation of topics, and a mix of shorthand and long-form posts. An effective blog strategy with thoughtful original content can lead to significant returns in SEO and lead generation: Companies with dedicated blog content (per latest statistics) have nearly 434% more indexed pages on websites, 67% more leads, and a 13% higher return on investment (ROI) than companies that don’t have a strong blog strategy.
Infographics are an increasingly popular form of online content that is extremely popular among social media users. In fact, infographics are shared three times more than similar forms of content on social media platforms.
An infographic is a great way to meet the key demands of an online visitor: provide high-quality information, use eye-catching visuals, and make it short enough to enjoy in a few seconds/under a minute in length. Additionally, infographics are a great way to build upon your SEO strategy and provide new visual assets on your blogs and other types of content.
Self-produced video content
Video content is a simple and highly-engaging way to connect with your potential customers, educate them on the latest company happenings, and present new concepts or conversations directly to users.
The statistics of video content are promising for anyone thinking about developing a new content platform or leveraging videos for social media:
- Nearly 5 billion videos are watched on YouTube every day
- 100 million hours of videos are watched on Facebook everyday
- 82% of Twitter users watch video content on Twitter
The potential ROI is highly promising with video because of the spike in video consumption over the last few years. For example, over 60% of people that watch an online video usually watch for about two minutes.
Content marketers that want to leverage video need to carefully plan out time, budget, and ROI to get the best results. To start try making simple video concepts that require minimal resources such as testimonials, interviews, company culture overviews, and vlogs.
Podcasts have recently grown in popularity and are already a significant form of content for media companies, professional radio hosts, and self-interested hobbyists. The potential to use original podcasting as part of your content strategy is significant, according to Nielsen Q3 statistics from Podcast Insights:
- 60 million households in the U.S are fans of one or several podcasts
- 51% of the U.S population has listened to a podcast
- 62 million adults listen to podcasts weekly
- 23 million podcast listeners use smartphones to listen to podcasts
Like with video, podcasting may take some time, budget, and extra resources to plan out. If you pursue a podcast make sure to build a show around a few topics and experiment with the length. Some podcasts vary in length but a good range is from 20 minutes to an hour for beginning podcasters.
E-Books and Case Studies
E-books and case studies are downloadable solution-based resources that help your current consumers make informed choices. Unlike other types of content mentioned in this post, an e-book is designed to outline a solution in the context of a consumer’s current problem or situation.
For example: a startup that created a new commercial travel app/product would benefit from a lengthy e-book that explains why consumers are put through so many hurdles of traditional products. The e-book also explains how to addresses pain points of booking flights/hotels/etc.
For both e-books and case studies, make sure that there is minimal promotional content and only focus on the needs of a consumer. Most e-books range from 10-20+ pages and use text, images, infographics, and other assets to tell a larger story.
Take some time to thoughtfully plan out any new content marketing activities to steadily master other popular content platforms.