4 Useful Types Of Content Your Website Needs
By Dinesh Kumar
If you want your customers to return to your website, you need to do more than offer great products and good deals. You need to provide engaging content that keeps them visiting time and again.
A diverse and interesting content strategy is what really gives your website pulling power in terms of value. Read on to discover four useful types of content your website needs in 2020.
Let explainer videos make the tricky stuff easy
You likely know already that video is a popular and effective form of content. It should form the crux of virtually every brand’s marketing strategy in 2020.
But it’s also worth digging down into the different kinds of video you can provide to audiences on your website. Testimonials, behind-the-scenes, entertainment — these all play a part in a diverse content strategy. But one video format that you should absolutely build into your silo is explainer videos.
As the name suggests, explainer video marketing help elaborate and make clear concepts, products, processes, and so on, related to your industry. These are simple to make — with a high-def camera, an external microphone, and a tripod to hold your camera steady, you can produce a professional video with ease.
The key is to make these videos short, simple, and above all, accessible. When you explain otherwise difficult or complicated ideas in an easy-to-understand way, you open up your brand to a much wider audience — they improve the customer experience. People will visit your website for more of the accessible value and, as a result, increase your potential customer base too.
Use UGC to generate genuine social proof
User-generated content (UGC) is, as the name suggests, content that is created and produced by users — namely, your audience. And it’s a vital piece of content that diversifies your content strategy and adds value to your website in the form of social proof.
When genuine customers create content for your brand, you receive a valuable social proof. It is unbranded and, as a result, other prospective customers will trust it all the more.
UGC is also easy to source too. People create content and share it online all the time, and UGC just lets you capitalize on this.
The best way to collect and collate UGC is through a contest. Invite your customers to submit photos of themselves using your product with a branded hashtag, with the winner getting a free prize or discount code.
Once you have these images, cascade them across your website. You could even use them in place of your product photos. In this way, your brand feels more authentic and trusted as a result.
Create seasonal gift guides to spur sales
Choosing a product or gift for someone can be difficult for some customers. But their difficulty poses an opportunity for you. This comes in the form of gift guides.
Gift guides are a great way to encourage sales, especially during seasonal events such as Christmas. These essentially serve as prompts for your customers, giving dithering shoppers inspiration on what to buy for their loved ones.
Create several different guides that are targeted towards specific buyer personas. As an example, you could create one gift guide aimed at single men aged between 18-26, and another for women who earn more than $20K a year and are aged between 31-39.
Make them downloadable too. This makes it easy for customers to download and use them time and again as they shop, both online and offline.
Build comprehensive FAQs to deliver value
Your customers will have questions for you — this much is true. No matter what stage they’re at in the sales funnel, they will want information from you. From product specifications and delivery times to brand history and values, customers want information, and it’s up to you to provide it.
By providing this information, not only do you resolve queries before they arrive at your customer service helpdesk (saving your team time into the bargain), but you increase your value as a brand too. You portray yourself as knowledgeable and authoritative, boosting your value as a result.
An FAQs page is essential to this. Rather than just hitting the basic queries a customer might have, transform it into a comprehensive, detailed resource that anyone can use for information around your brand, product, and industry as a whole.
The best content strategies are rich, diverse, and engaging. Use the ideas above as inspiration and take time to craft a great content strategy that keeps your audience returning to your website time and again