Tuesday, March 28, 2023

Types of Content in Digital Marketing and for Your Website


Learn about the types of content, digital content, you can create in the context of your digital Marketing strategy to reach your customer.

Any business that has a presence on the Internet needs digital content, whether through a website, a blog, social networks, advertisements … Because, without them, it would be very difficult to have visibility and attract potential customers.

Their main characteristic is that they must add value and be useful for the user. In this way, you will earn their trust and you can become a benchmark.

Also, it is important to find a balance between quality and quantity, as it would not be profitable to create a large number of pieces of digital content if the quality is low.

Digital content can be a double-edged sword. If it’s good, it will help you win over your avatar, make him fall in love, and make him a customer. But if it is not, it will be an obstacle when it comes to generating more sales.

Think that these will be the visible face of your business on the Internet. If they don’t make a good impression on your audience, they probably won’t want to know more about your brand or buy your products or hire your services.

That said, do you want to know what are the types of content that you can create in the context of your digital strategy to reach your ideal client?

Next, you will see what options exist:

  • On the one hand, from a point of view linked to the format.
  • On the other, depending on your objectives at the web level.

Digital content: Types of content and characteristics

First, if we think about the format they may have, we could talk about three types of content in digital marketing:

  • Content in text.
  • Graphic or visual content.
  • Audiovisual or interactive content.

Choosing one or the other will depend on the resources you have and the interests of your audience. However, the ideal is to create a strategy of types of content and in other channels that combine all three formats.

Thus, you will cover several communication channels, your visibility will be greater and your audience will be able to find you in different ways.

Textual digital content

This type of digital content refers to that which we find on a website or disseminated on other channels in the form of a post, article, or newsletter.

Based on its objective, we can define different types of text according to their content. In such a way that we can distinguish between:

  • Educational posts. The well-known ‘How to’ content, focused on educating through tips and tricks, has a place on all networks.
  • Concept definition posts. They serve to take the first steps in solving a customer’s problem.
  • Informative texts. Applied at the time of announcing some news of the business and that is normally sent through newsletter.
  • Success stories. Through them, you can show the transformation that your clients have achieved thanks to your help.
  • Frequently asked questions (FaQs). It is about web digital content that answers the most frequent questions from users and customers.
  • Tutorials and guides. Usually, in the form of a blog post, they mark the way to achieve some goal.
  • Experiments and research articles. In which you contribute your expertise on a specific topic.

This text format has multiple benefits in SEO content. Therefore, in addition to responding to problems that your ideal client may have, it will also help you appear in the top positions of Google.

Graphic or visual digital content

The second format that you can include in your content strategy is visual, of special interest to generate your content plan on social networks.

Among its many benefits, it is worth highlighting its power of attraction, generation of engagement, and contribution of value in an easy way to assimilate.

These are some of the examples you can use:

  • Images. If you share content that needs visual support to demonstrate a result, such as cooking recipes, the ideal is to show how the dishes will be once the entire process is completed.
  • Graphics. They can be useful to provide figures or compare the evolution of some metric.
  • Infographics. They greatly facilitate the understanding of more complex concepts and are also useful for displaying lists of tips, keys, or tricks.
  • Slides. Something that is trending on Instagram is creating slides sequences to explain a process or list characteristics about something.

Audiovisual or interactive digital content

The digital contents that are recently having more success are those that are linked to this category since they favor two-way communication with the audience and close contact. We are talking about:

  • Videos. In which you can show yourself or someone on your team explaining a topic or telling something relevant about your sector. Therefore, it allows you to know who is behind an online business.
  • Podcasts. Perfect for those users who prefer to consume content while doing sports, cooking, going in the car, or doing any other activity.
  • Webinars. This format is more extensive than the previous ones and can be broadcast both live and delayed, the first option being the most interactive due to the conversation in real-time.

Web digital content: Types of content

Another way to create a digital content strategy for online businesses is, precisely, thinking about the goal we want to achieve with them. We talk about:

In this sense, each content must be related to the phase of the sales funnel in which a user is. In other words, focused on solving the needs that the public presents in each one of them.

Whether you focus on one or the other, in the end, we will talk about types of web pages according to their content. In fact, there are blogs created by the brands themselves in which only specialized content is shared in these phases to later lead the public to the main website where they will make the sale.

Therefore, we could say that it is a strategy used especially by brands with greater resources. Otherwise, they couldn’t create that many types of content.

Would you like to know what type of information a web page can contain according to its function? Let’s see it!

Web content to attract

The main objective of these digital contents is to attract the attention of the public and obtain visits to the website.

As an essential requirement, they must be attractive types of content for the user to be encouraged to do. Also, the ideal would be for them to be accompanied by visual resources such as infographics, graphics, or GIFs that make reading lighter and more enjoyable.

The topics to be dealt with should be aimed at training and informing the user, at the same time that you manage to surprise by their value contribution (if you give so much for free, imagine hiring your products or services).

You can use, for example, content that:

  • They serve to identify problems and needs.
  • Address the pain or desire points.
  • Give answers to the most basic concerns.

Web content to convert

In this case, digital content will be more focused on converting website visitors into leads or potential customers.

For this to happen, there must be a minimum exchange of value between user and brand. This is achieved through a registration or capture page in which the user will find a form to leave their data and, in return, the brand will send the content of free value (lead magnet) promised on said page.

This lead magnet can be in the form of:

  • Ebook.
  • Template.
  • Audio.
  • Delayed video or class.
  • Tips and advice.

Any material downloadable or deliverable via email will be valid to create digital content based on the conversion.

Web content to sell

If we talk about types of content focused on selling, we will address materials based on success stories and very specific information about the product or service we want to sell.

Another alternative is to take advantage of the digital content strategy to, thus, demolish objections that your client may have and clear the way towards decision-making.

Be that as it may, we will include content such as the following:

  • Direct questions and answers.
  • List of frequently asked questions.
  • Libraries of success stories.

Web digital content to build loyalty

And finally, for a customer to re-deposit their trust in your brand, you can implement a digital content strategy that motivates them to make a second purchase. For example, through:

  • Premium and exclusive content for clients.
  • The news they find out before anyone else.
  • Unique discounts.
  • Private Webinars and Masterclasses.

The goal is to make them feel special and cared for. That way, they won’t be looking for another brand to work with. They will trust yours once again.

Now that you know all the types of content that you can work with, do you dare to reconsider your strategy and content plan?

Digital content is one of the traffic sources that generate the most results. And the reason is that they not only derive visits but also serve to educate and add value to the user before they even make a purchase.

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