Does your small business have its own blog? If so, how do you choose the content you publish? Does your blog have a theme, or do you choose your topics based on upcoming events? There is no right or wrong answer to these questions, as long as you have a purposeful strategy. For small businesses, the ideal content strategy should bring new users to your website, motivate them to take a specific action, and give them a reason to return. In our experience, these four content types do just that.
Topic #1 - Frequently Asked Questions
What: FAQ pages are a valuable way to attract new prospects and help existing customers. If your website already includes a FAQ section, you have permission to take it to the next level. Try to answer any and every question your customers may have. For inspiration, ask your front-line employees what kind questions they get on a day-to-day basis. Then, make a long list and organize it into discrete sections. When you finish, you will have the beginnings of a robust support section.
Why: Google experiences more than 40,000 searches per day. So when someone has a question about one of your products or services, where do you think they turn? A robust FAQ page will help your website appear in Google’s search results and capture new business.
Examples: TGI Fridays has a short and sweet FAQ page, while the University of New Mexico’s page is much more comprehensive.
Topic #2 - “How to…” Guides
What: The best “how to” guides offer relevant information that can’t be found anywhere else. As a small business, that information should be related to the products or services you offer. As you write, try to include information that is specific to your business and customers. For example, consider including tips that are unique to New Mexico residents or tourists. This will also help your website rank for local search terms.
Why: People tend to access “how to” articles before they tackle a new project. For that reason, these guides are a great way to reach potential customers before they make a final decision. You can also maximize the potential of your “how to” guide by including a call to action.
Examples: Buzzfeed’s Tasty channel uses video tutorials to attract an audience, while Lowe’s uses a combination of videos, photos, and text.
Topic #3 - Listicles
What: The word “listicle” is a portmanteau created from the words “list” and “article.” These pieces have been around for decades, but they’re experiencing newfound popularity thanks to companies like Buzzfeed and Huffington Post. Listicles often have titles that start with “4 ways to” or “The 6 best.” You’re actually reading one right now! Listicles are also a great opportunity to guide readers to other engaging content on your website.
Why: Most customers don’t have the time or desire to read web content word-for-word. That’s why listicles are so popular—they allow readers to consume useful information in bite-sized pieces. When writing your list, make sure you incorporate clear, helpful headlines to help your readers navigate the piece. Listicles can even be broken up into several different pages to increase engagement.
Examples: 10Best is an entire publication based on publishing high-quality listicles. Groupon combines listicles and coupons to facilitate a conversion.
Topic #4 - Serial Content
What: Serial content refers to a group of articles released over a regular period of time. Each piece of content has its own topic, but when read in succession, they all work together to tell a larger story—kind of like chapters in a book. One way to create serial content involves taking a listicle and developing each point into a separate piece of content. It’s also easier than trying to come up with a new topic every single week.
Why: Television producers and novelists have been using this trick for decades. People love stories, and your audience will learn to look forward to new content. You can also incorporate cliffhanger endings to keep your readers coming back for more.
Examples: Copyblogger frequently publishes their listicles in serial format. Intel and Toshiba took this to the finish line with an original web series.
Final Thoughts
Every few years, a new product or business changes the marketing industry dramatically. First, the internet made websites virtually mandatory for all modern businesses. Then, Facebook revolutionized the way businesses and consumers communicate with another. Now, Google requires businesses to create helpful and creative content. Just remember one thing—it’s all about the user experience. You don’t have to be a great writer to create great web content. You just have to understand your audience.
If you still have questions, feel free to give us a call. Xynergy can help your small business write interesting content or devise a new content strategy.
Contact us for help with your writing your Blogs.
or Call 505-557-7780
