How can you create content with the most efficiency and ease?
Are you challenging yourself to come up with new ideas and new ways of imparting information about your business? Are you experimenting with the different forms of content that your customers may like to read?
We’d love to help you get there.
The 2015 edition of the annual B2C Content Marketing Benchmarks, Budgets and Trends—North America report put together by the Content Marketing Institute and MarketingProfs found that while 69% of marketers are creating more content than they were a year ago, only 27% have a strategy that is documented.
由内容营销协会汇总的《2015年年度B2C内容营销基准、预算和趋势 - 北美报告》指出，69%的从业者比一年以前有更多产出的同时，只有27%从业者拥有既定的战略。
That said, content is booming with 65% of respondents saying they’re better converting visitors on their websites and 62% saying they’re creating more engaging and higher-quality content.
Here at Buffer, we’ve frequently talked about creating quality headlines, working with images, and exploring different social media channels.
Today, let’s talk about your blog. Specifically, what to post on it.
What Kind of Content Works Best and Why?
In a fantastic post on Distilled, author Hannah Smith talks about the importance of creating content that is goal-driven—that is, what you create should be driven by what you want to achieve.
She explains that in order to succeed, most websites will need four key types of content:
Content to entertain
Most content marketing efforts focus on education and helpfulness, and while this is a great track to take, as I’ll discuss below, it can also be a missed opportunity to interact with readers and connect to them on a very basic human-to-human level.
Content that entertains is often funny, frequently highly shareable, and often is able to quickly transform a “company” into a “group of people just like me.”
This aspect of just like me can be crucial in building trust and separating the true fans from the random visitors. As Hannah explains:
Content which has been created to entertain might not be directly related to your products/services, however in order to do its job, it does need to appeal to your target audience.
2. Content to educate
Content that’s created specifically to educate achieves the same goals as content to entertain, but is often a next step in showing readers and potential users why your website or product is worth sticking around for. While content to entertain appeals to a reader’s emotions, content to educate appeals to their rationality.
Content to educate is what we go for here at Buffer with posts such as the one that you’re reading. Again, shareability is key with content that’s meant to educate.
3. Content to inspire
In inspiration contagious? It can be when done right, when something you publish resonates with so many people so quickly that they can’t help but pass it on.
Inspiration doesn’t necessarily have to be quotes on a picture.
In fact, the best kind of inspiration often comes in the form of case studies, customer testimonials and stories of failures and challenges that successful people have faced along the way.
4. Content to convert
Content created for the purpose of conversion is typically meant to nudge a reader in the direction of some sort of action, for instance, signing up for a newsletter, taking a free e-course, or buying a product.
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