Each year, major search engines likes Google, Bing, and Yahoo! make changes to their algorithms that can impact the way companies approach Search Engine Optimization (SEO). Yet, the quality of a site’s content has always been the consistent factor that retains its value and greatly impacts the ability to meet digital marketing goals.

To fully leverage the advantages of content, it’s worth understanding what the different types of content are and how influence the digital marketing strategy. Here’s a list of 5 major types of content:

  1. Infographics

Infographics and preview images have the ability to display large quantities of information in a compact visual that visitors can easily take with them. They combine research data, facts, and statistics with the appeal of original design. However, they can also be highly expensive and time consuming.

Infographics should mainly be used when communicating a larger idea or concept. Many infographics require a network of teams, from original research to a graphic artist to complete. With a large investment of time and resources, larger ideas and concepts will have a longer shelf-life to retain its value.

  1. White Papers

A well-developed SEO strategy will plan for content that serves all levels of the sales funnel. White papers generate leads by presenting a relevant issue and offering a detailed report, facts and case studies of a company’s services as the remedy. Traditionally, white papers are lengthy and common file formats are indexed by search engines – key factors that can help with placement.

White papers are widely used in content strategies today. In fact, a recent study by the Content Marketing Institute and Marketing Profs found that 71% of B2B marketers integrate white papers into their digital strategies.[1] The content of a white paper should be focused around the middle-to-end of the sales funnel with a direct call-to-action.

  1. Video

When it comes to audience experience, a high quality video content can a lasting brand impression through blend of sound, visuals, and sequences. The biggest advantage of using video content is increased opportunities for social sharing that expand your reach. From webinars to product demonstrations, video content can be an engaging medium that communicates to viewers on a personal level.

The biggest caveat with video is a search engines inability to crawl for a video sequence. Without the help from written text like a transcript, a prologue, accompanying article or optimized title descriptions and tags, there is little from a search ranking perspective that a video can do.

  1. Case Studies

There are many similarities between case studies and white papers, such as offering quantitative information about an issue, research about product outcomes, and developing audience expectations. However, a case study is focused around analyzing outcomes and clarifying supporting evidence. This makes case studies ideal for visitors who are at the bottom of the sales funnel and are ready to convert.

It’s best practice to publish a case study on a webpage with a linked call-to-action for conversion. Case studies should have highly detailed quantitative information, testimonials, review scores, and internal links that work to improve a site’s search ranking position.

  1. Blogs and Articles

When audiences search for solutions to a problem or research a product, it’s likely that the first thing they’ll read is a blog post or article. Of the many content types available, blogs and articles are the most versatile. They can service multiple stages of the sales funnel, offer resources and directions on pressing issues, and can take many formats to best present information.

Blogs and articles are also great opportunities for integrating long-tail keywords and topics into your site for search engines. Other content types like videos and white papers can be embedded into a series of blog posts, widening their reach to a larger audience and improving their effectiveness.

The most effective content strategies use a combination of content types to cross-promote and offer a higher quality of information for a variety of audiences. When content is intentional and organized, marketing teams are more likely to meet their SEO goals and retain the value of their efforts overtime.

 

Developing successful digital strategies takes knowledge and experience. For nearly 10-years, Strongpages has generated significant results for clients across a variety of industries. Strongpages offers professional content development services that drive conversions and generates new business.

To learn more about how our content development services will help you reach your digital marketing goals, fill out our form and an expert will reach you soon! Don’t forget to follow our Twitter: @Strongpages & LinkedIn: Strongpages for more SEO and PPC tips!

[1] Joe P and Ann H. “2016 Benchmarks, Budgets, and Trends – North America”. Content Marketing Institute. http://contentmarketinginstitute.com/wp-content/uploads/2015/09/2016_B2B_Report_Final.pdf