content marketing
If you’re running a business with an online presence then it’s unlikely to have escaped your attention that you need to be creating large amounts of web content on a regular basis. A constant steady flow of textual content is crucial not just for exposing your brand to more people, but for improving your position within the search rankings.

But just because you need to create content doesn’t mean you should just create any old content for the sake of it, and what’s right for some businesses will be ineffective for others. To get the most out of your content marketing strategy you should determine which types of content will work hardest for you towards achieving your goals. To help you decide, here’s a breakdown of some of the main content types, along with what they’re good for and who can benefit.

1. Webpage content and blogsAll businesses can benefit from creating general content for their websites, and should indeed view it as a necessity. Your webpage content forms the meat of your online marketing and should be central to everything you do, as it will tell your customers who you are, what you’re all about and what you have to offer them. Blog posts meanwhile are an effective way of communicating with your customers on a more informal level, and can help to build your perceived authority within your sector.

2. Guest blogsBusinesses that wish to build authority and increase brand exposure within a specific niche – A well placed guest blog can increase your brand visibility considerably. If it’s well-written and has something fresh to offer on a pertinent subject then it can also help you to be seen as a business with a considerable amount of expertise within your field.

3. Product descriptionseCommerce businesses and others with product ranges to promote – A good product description can mean the difference between a sale and someone abandoning your websites for pastures greener. Unless you’ve already well and truly nailed them, product descriptions should be the focus of your content strategy if you’ve got something physical to sell. Otherwise, any additional content marketing you undertake could fail to have any positive effect.

4. Whitepapers Businesses in highly specialised technical niches – There would be little point in a business that sold simple products creating a whitepaper. But if you’re running a firm in a constantly changing and specialised industry then you can build your brand authority considerably by releasing a few well-timed whitepapers which explore topical subjects within your sector.

5. eBooks Consumer firms in fields that lend themselves to tutorials and how-to pieces – Content marketing is about marketing your firm and its expertise, not just the product or service you have to sell. By providing your potential customers with valuable practical information you can endear yourselves to them so that next time they have a need that you can provide for they’ll be likely to come to you first. A garage for example might publish a short eBook on car care, or a computer hardware supplier an eBook about how to carry out a tricky upgrade.

Once you know what type of content you need, you can crack on with actually creating it and doing so exceptionally.