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Inbound Marketing Blog

    37 Types of Website Content You Should Create

    Posted by Rachel Chapdelaine

    Why is targeted and diverse website content important?


    Website content has a moderate to major impact on 87% of buyers’ vendor selection. However, 43% of buyers are turned off by transparent self-promotional content.

    It holds true that content really is the heart of inbound marketing. Your website content should not only inform visitors about your products or services, but should educate them about your industry. An educated customer is a happy customer and, potentially, a brand evangelist.

    If you want to increase website traffic and leads, you need to provide educational content that will position your company as an industry thought leader and credible source that your target market can turn to for answers.

    How do you know what content to produce?

    Your website probably already has tons of pages with product and company information. Don’t get me wrong - this is great AND necessary, but you need to consider what information your visitors are seeking, not just what you wish to tell them. 

    The first step is to segment your target market(s) into buyer personas. Buyer personas are fictional, archetypal descriptions that highlight the pain points, geography, demographics, lifestyle, marriage status, job title, industry, etc. of your customers. For help creating your buyer personas, view these buyer persona examples.

    After you have identified your buyer personas and their pain points, you are ready to create great content that is tailored to each of them. All offers will be provided to your visitors for free, but most should require a form submission on a landing page to download your offer. You not only want to attract visitors to your site with your content, you want to convert them into leads and move them along the buying process.

    Each offer will be created for one buyer persona AND one stage of the buying process, also known as the buyer’s journey. Understanding the buyer’s journey can be difficult, especially because there are confusing terms and conflicting information from different sources online. Luckily, the stages generally remain constant.

    Let’s take a look at the buying process and some offers you can create for each: 

    Awareness/ Perform Research/ Top of the Funnel: 

    • Blogs

    • Checklists

    • Contests

    • Curated Content

    • eBooks (you can expand other successful content, such as blog articles, into eBooks)

    • eNewsletter

    • Expert Interviews

    • Guides

    • Infographics

    • Instructional Videos

    • Kits (collection of original or curated content with one goal)

    • Monthly Drawings

    • PowerPoint Slides

    • Templates

    • Tip Sheets

    • Tutorials

    • Whitepapers 

    Consideration/ Establish Buying Criteria/ Middle of the Sales Funnel:

    • Brochures

    • Case Studies

    • Catalogs

    • Comparison Charts

    • Cutsheets

    • FAQs

    • Free Samples

    • Original Research

    • Podcasts

    • Price Points Page

    • Product Guide or Whitepaper

    • Product Specs

    • Product Videos

    • Reviews and Testimonials

    • Webinars

    Decision/Evaluate Vendors/ Bottom of the Sales Funnel:

    • Consultations

    • Coupons

    • Demos

    • Free Trials

    • Quotes

    The offers you place behind a landing page and the number of questions on your form are dependent on the quality of the offer and perceived value by the visitor. If you have a great offer that you want to distribute to as many people as possible, and don’t want to risk deterring any visitor from downloading it, you can make it available without requiring a form submission. Generally, you will ask your visitor to submit his/her first and last name and e-mail address; however, if you are a B2B company, including a field for their industry, website, company name and company employee size will help you better identify which buyer persona your new lead is. Really, the fields included in a form are specific to each offer and buyer persona you are targeting. 

    Tailoring content to buyer personas for each stage of the buying process may be a challenge at first, seeing as you want to provide content over time and reach all of your buyer personas as soon as possible, but your offers will be of more value to your buyer personas later if you tailor content properly now. 

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    photo credit: Trevor Blake via photopin cc

    Topics: Inbound Marketing