Please note this article is aimed for those with little or no knowledge of search engine optimisation and is a summary of my best practices when writing content
Content is everywhere
Content is one of the main drivers of the Google algorithm and can not be ignored. The internet is home to a vast quantity of various kinds of content and it is the search engines job to sift through it and show the searcher the best quality content that can answer their question. This is where structure, links and quality content come in. In my experience there are several different types of content vehicles out there which can serve different purposes for its creator and for the intended reader.
In this article I’ve listed the different types of content I write and what purpose they serve for me.
What are the different types of content?
A landing page is a page designed to rank on search engines for a specific query, the content will be written and designed in such a way that matches potential queries on SERPs. The landing page is purposefully built for a specific audience or need. An example of this is a landing page for industrial deafness which can be attached to a PPC campaign or created just for organic results. Most landing pages are designed separately from the main website.
Useful for: Ranking for specific keywords
A blog is more of a natural piece of writing in comparison to a landing page and can be more of an opinion with no commercial thought to it. Blogging is quite popular for many people who are not in the digital marketing industry as it is a way they can express themselves and their thoughts on various topics. A good blog can be a good link-earner as blog content is usually much more shareable and engaging than a landing page.
Useful for: Engaging audiences
An internal PR page is written to literally showcase the company’s achievements and significant events. An internal PR page can be used effectively to demonstrate the positive culture within the company and impressive feats. If you are regularly winning awards, giving promotions and hiring new staff it can leave a positive opinion for potential clients.
Useful for: Reputation management
External Opinion Blog/Guest Blogging
A guest blog is simply a piece of writing you have written which will be posted elsewhere for the usual purpose of gaining a link. This sort of method used to be wildly popular and highly effective but it is now a grey area as Google have openly said that guest blogging is not a good idea. Do not do this unless you are absolutely sure the link is worth it.
Useful for: Link building
Industry news page is just as like it says on the tin – an article that talks about something that is going to happen, happening or about to happen in the industry. This is another good opportunity to gain some industry specific links if you post the content while the news is still fresh and people are still actively looking for the content and opinions.
Useful for: Asserting authority
A sales event is a run down of particular deals that are currently available. This post is written specifically to get a message across quickly and to get visitors to click through. Usually the content may be quite a lot thinner than the other content types. Designed to get social shares and to go viral.
Useful for: Drumming up quick business
Useful for: Ticking boxes
Standard ‘every day’ Page
A standard every day page is what the vast majority of website content is. They are informational pages that describe whatever the page needs to describe. Generally, they will be written in a natural way for human consumption and may not be as SEO optimised as a landing page. A standard page needs to be content rich, engaging and accurately describe the content and be able to offer visitors a positive experience.
Useful for: Backbone of any website
To conclude, SEO’s and content writers have many types of content in their toolbox to fit a multitude of purposes. Whenever you are about to start a content campaign think to yourself
- Who is my target audience?
- What do I want visitors to do?
- How can I get them to find the content?
Using one of the aforementioned content types will help you achieve your goals in a much more effective way than just writing content for the sake of it.