Whether you want to generate brand awareness, leads and sales, or retain existing customers, you need to deliver a great experience to your target audience.
And a crucial component of that experience is your web content. Great web content writing makes for a better website as well as search engine rankings.
But all content is not created equal. There are different types of materials you’ll need to write.
The types of content you create will be based on preferences of your audience, stages in your sales funnel and platforms you’re targeting for content promotion. So let’s go into the major content types in more detail.
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Types Of Content Creation
As I mentioned above, there are a number of different types of web content, based on their objective, format and mode of communication. As a result, there are different forms of content writing.
As such, a content writer could be a generalist, good at adapting to varying forms. Or he could choose to specialize and establish expertise in only one form.
A blog post is by far the most commonly written piece of content for the web. And for good reason, as consistent blogging is an effective and low cost way to grow a brand.
A blog is a section of a brand’s website where they publish articles on topics which their target audience would be interested in. Each such article is known as a blog post.
In other words, a blog is a collection of blog posts, usually listed in a chronological order. The latest posts show up near the top, followed by older posts at the bottom.
For example, this article that you’re reading right now is one of the many blog posts published on my company’s blog.
Bonus Tip: For step-by-step instructions on how to write an epic blog post, check out my ultimate guide here.
Web Page Copies
This type of content writing comprises most of the material written for all the standard pages of a website.
The purpose of website content writing is to provide all the information a prospect may want to know about the business, their products/services, how they benefit the prospect and their mission, vision and values.
Social Media Posts
In this day and age, social media is a big part of our lives. It’s also a big way for businesses and customers to connect and interact with one another.
By posting interesting content regularly on social media, brands have the opportunity to influence and build a relationship with their target audience.
From Facebook and Twitter to LinkedIn & Instagram, there are a number of different social media platforms, with their own formatting and visual specifications.
That’s why the ability to write engaging social media posts for each type of platform is highly sought after.
Social media content writing involves scribbling short paragraphs, blurbs or rants (along with attention-grabbing visuals) to show a brand’s authentic side, promote an event, share inspiring ideas or extend an offer.
Copywriting involves writing content intended to make people interested in a brand’s product or service.
In addition, it aims to steer people towards a certain action. This action could be:
- Clicking on an advertisement and visiting the brand’s website to learn more.
- Subscribing to a brand’s email newsletter.
- Enquiring about a service by filling in a contact form.
- Adding a product to cart and completing the checkout process.
The kind of marketing copy to be written for the web is also determined by the platform where it will be published or distributed.
These include email newsletter, social media advertising, landing pages, product descriptions, paid search campaigns and other content at bottom of the funnel.
In some industries, it’s impossible to produce good content if the writer doesn’t have formal education or experience.
In fact, there could be serious consequences if the content is misleading or inaccurate. These include niches like:
- Finance and banking
- Healthcare and medicine
- Legal rules and regulations
- Deep technology and science
Because of the complexity and risks involved, only content writers specialized in an area write content associated with it. Technical writers are also paid more than generalist content writers.
The more features and complexity a product or service has, the deeper need for thorough documentation.
When you buy a toothpaste, for instance, you don’t need a user manual to use it. But when buying something more sophisticated, like business software, just a quick-start manual may not be enough.
You may need detailed tutorials on using all the features. So this area of website content writing deals with documenting product features, updates, use cases, guides and tutorials.
In a way, this is similar to technical writing as a writer will need proper knowledge of the product and industry it operates in. Only then he or she will be able to write usable content.
Ebooks & White Papers
In terms of content writing, PDF reports or books are usually given a visual, in-depth treatment. They are more editorial than promotional in nature.
Each PDF guide or report covers a specific subject area or solution to a problem that a business wants to help its audience with, while establishing their own thought leadership and expertise.
For example, an office concierge company might write an ebook on 10 best ways to motivate your employees, one of which could be planning a team event or activity.
Writing such types of content would require not just a good writer, but also a designer.
The writer should be able to produce top-notch content, while the designer will ensure the content is presented that content in a visually appealing manner.
Ebooks or reports also make for great lead magnets. In other words, they can be used to incentivise your website visitors to submit their email addresses.
So they get access to download your ebook only after they have opted in. This way you get to keep in touch with them and engage them further with your brand.
UX copywriting is another fast growing field for tech brands and writers. It consists of the various text elements (buttons, labels etc) which help users understand and follow through the steps to complete a process.
For example, the steps a user would take to open a bank account via the bank’s website, or to complete a purchase online.
UX writers typically get involved early in the design stage when a software or web application is being planned. They make sure that UX copy is so efficient and intuitive that it doesn’t make the user think twice or get stuck on a step.
This is one of the classic bottom funnel content types. In fact, 78% of B2B buyers use case studies when researching solutions.
Case studies show your prospects the results other buyers have achieved as a result of using your product or service. So the prospects can envision similar success for themselves.
For example, look at this case study of how Lattice helped Button achieve 100% performance review completion rate. You can also review our own Smemark case studies on how we have helped client businesses.
Writing a case study involves reaching out to your happy customers and requesting them to collaborate on creating a story around their success. A good case study clearly outlines:
- The core problem that your client/customer was facing before they bought your product or service.
- What service approach or product features helped them solve the problem and how (without giving away any confidential information).
- The concrete results achieved (with real numbers/data if possible) by the end of duration associated with the case study.
- A short summary/blurb that you or your sales team can easily share in customer calls or emails.
Once you have some case studies prepared, the most common way to distribute is by creating a portfolio/case studies page on your website. Then make your case studies available on that page.
Comparison With Competitors
It’s never been easier to find information on any type of product or service you may be interested in. So let’s face it: Yours is not the only product/business a prospect is considering.
They’re probably weighing their options. They’re wondering what makes your product different from the alternatives in order to make an informed decision.
Don’t put your head in the sand about this. Acknowledge and embrace it. Address this objection head on. Create content that gives a comprehensive feature-by-feature comparison, depending on the complexity of your offering.
Customer reviews, testimonials and recommendations are also part of bottom funnel content, though they are not always 100% in your control.
Having a stellar reputation is a significant advantage. 93% of consumers look to customer reviews to help with their buying decisions.
Hearing honest feedback from current clients is often the main source of trustworthy information to potential clients. It gives them a preview of what it would be like to become your customer.
Needless to say, you should have a system in place to collect and showcase testimonials from customers on your website. For example, take a look at our own testimonials page at Smemark.
So how do you go about getting positive testimonials? If you have ensured the best experience for your customers, many times all it takes is just asking them.
It’s also important to solidify your ask by offering incentives and making the process as easy to follow as possible.
Don’t make them jump through any hoops or technical mumbo jumbo just to leave feedback.
You can contact them with questions by email/phone, or send them to a 3rd party review site like G2 Crowd, Capterra, or Glassdoor. Here’s a good example.
Timing is another important factor. You should ask for a review or testimonial when the memory of your product or service is still fresh in their mind. Not after the fact.
The reviews you generate are not just great to showcase on your website, but can also be used in other collateral like case studies, presentations and infographics.
As you can see, there are many content options to pick from based on your organization’s goals. The more types of content you create, the more of your audience you'll be able to reach and engage with your business.
There’s a wealth of potential in each type of content writing. So you can ensure that your company advances to the next level.
So go ahead with creating all this great content, or hire a good freelancer writer or agency to help you do so. I and my team are always here to help you.
Did I miss anything? What type of content do you plan to create? Do you have any questions or comments? Share your thoughts below in the comments section.