You have probably heard over and over that “content is king“ (unknown author of that quote) but do you really know what type of content is king? Today, I will help you understand different types of content and which is the best content to produce.
“Content creation is the fuel that drives success in the fast-paced world of digital marketing. But, exactly, what does it entail? In digital marketing, content creation is the skill of creating smart and engaging resources to attract, engage and convert your target audience.“
university of Bolton
Types of Content
Let’s discuss the different types of content. In this article we will talk about these:
- Sharing Appearances
- Blogs
- Courses
- Podcasts
- Social Media Posts
- Webinars
- Videos
Sharing Appearances
Content is not always what you, alone, produce. Content that involves you but is produced by others can be a powerful form of content. What do I mean by sharing appearances?
Examples:
- Feature in an Online Magazine
- Interviewed on Video
- Online Events, Summits, etc.
Most often the originator produces content (like the one below for the online event I participated in) and they should send it to you so you can share it and promote it. This type of content is not promoted until after you have recorded it or had the interview already. This is because the person producing it needs time to create a graphic, possibly edit the podcast, interview or video, and upload it to their platform. Then they will send you the link for the live piece of content along with the graphic so you will you share it on your social media and send it to your email lists.
Blogs As Content
One of my favorite types of content is writing blogs. I often speak about SEO Blogging in online events and with my clients because it can create great organic traffic over the long term.
SEO Blogging
SEO stands for search engine optimization. Therefore SEO Blogging is all about writing your blog in a way that is SEO friendly and speaks to your audience. It is important to put yourself in your potential client’s mind. When you do this, then consider questions that your audience will more than likely type into a search engine to find solutions for their problems (that ultimately you can solve but they first try to fix on their own <wink>).
Example
As an example let’s say you are a graphic designer and your most popular digital products are your logos. Knowing that clients will be searching for this term you will want to use it, however, you know it is too popular to rank on that term alone.
Therefore you consider titles like these:
- How to decide what graphic designer to choose for a new logo – keywords: new logo (only an example).
- The most common logo shapes – keywords: logo shapes
- What are the best colors to use for my logo – keywords: colors for logo
Courses
Another form of content to produce could be courses. This should be a category on its on along with online events like webinars, workshops, and summits. This content, arguably, has the most time involved in producing it.
Courses and workshops are wonderful to produce and can create additional income. Many courses involve multiple videos you produce and put on a platform where others pay you to gain access. You will also need to produce multiple slides (PowerPoint or Google Slides) to help instruct your students (a slide deck for each module or section). So set aside plenty of time to do this one!
Workshops are offered for free or low cost to attract more in your audience and gain additional email list subscribers. This also involves (most often) producing slides to help your attendees understand the topic better.
Podcasts Are Content
Podcasts are a great way to produce content. Whether you decide to produce your own podcast or be a guest on others is a personal choice. Guesting involves much less time and work. The only thing you need to do is show up to record it and then share the graphic and link once you receive it from the person who interviewed you.
Producing Podcasts Yourself
Producing Podcasts yourself includes:
- Preparing questions ahead of time for guests
- If you do not have guests then you need to prepare your script or at least an outline of what you want to discuss
- Recording yourself and/or guests
- Editing your recording
- Preparing a transcript or using an AI program to do it but you will still need to proof it well and even edit portions
- Create a graphic for each podcast produced. Usually with your photo and the guest’s photo if you have one. The best course of action is to create a graphic template and then swap out the names photos, etc. for each new podcast. This also helps your brand’s consistency and builds brand awareness so that others recognize it when comes up in their feed.
- Upload it and list it with the platforms you want them on like Apple and Spotify (and possibly others).
- Upload to YouTube also.
Social Media Content
Social media content posts are most commonly thought of when you mention content. Posts on social media platforms (or channels) include writing copy and sharing a photo, video, or graphic. It can also include, however, anything as simple as a question, statement, quote, or poll.
Content on social media takes much time to prepare and strategize on the best type of content for the platform you are on most often. I suggest to my clients that they only focus on one to two (I like one when they are just starting). It is alright to share content through a scheduler to post on all platforms when planned ahead of time.
Engaging On Social Media
You should also engage on social media on the one platform you can be present on at least 1-3 times per day. On it you should share content from others (not competitors) that is relevant to your audience. Also, comment and like posts from others. This will help you receive more likes and comments on your content.
Webinars
Webinars can be considered content as well. You can appear on or schedule and do a webinar yourself. As is with other content we’ve discussed today, if you produce the webinar it involves much more work, however, appearing on another’s webinar is less work.
Producing A Webinar
Producing a webinar yourself involves:
- Deciding on a date in your calendar
- Creating Graphics for the webinar
- Inviting guests if you want to guest
- Obtaining guests’ bios
- Creating a sharable link from the platform the webinar will be hosted on
- Emailing all guests with the information and graphics to share
- Day of the webinar you will need to host and make sure the technology works properly
- Email your audience lists
- Schedule your social media posts
- Record all speakers (or yourself if you do it alone as a single event)
- Afterward, you will need to share recordings with those who missed attending or any VIPs
There may be other steps involved depending on your processes and how you want the event to perform. For instance, you may decide to do Facebook or Instagram ads.
Videos
Another type of content is video. Videos also take time and often scripting to say the right things. I use my blog articles and do a 3 – 5 minute video on the topic I wrote about in my article. I keep the article in front of me on the screen so that I can go over the points related to the topic I am discussing on camera.
There are many ways to produce video content. Some of the best ways are simply being natural, genuine, and yourself. Share tips, how-to’s, or general knowledge with your audience that they will like. You tend to attract those most like you so do not try to be anything but yourself.
Videos get the most views on social media. You can also use them as vlogs for your blog instead of writing it out. If you do not like writing or that is not your gift then making a video is a good alternative. Post it on YouTube and link it or embed it on your website’s blog page. All you need to write is a short introductory paragraph.
Last Thoughts About The Best Content
Obviously, It is up to you which content you like best. You choose which you prefer to produce. Most of the time I produce all types of content but not all at once. I guest on podcasts and webinars. I also produce short videos to post on YouTube and then share them on my social media platforms. I have produced courses also, although for another company’s platform but it was a great experience and will help me as I produce them for myself in the future.
Ultimately, you understand that the best content is created when there is a thought-out process and strategy not to mention good copy and graphics (or photos). The best content is creative, often fun, and meets a need in your audience so they will consume it. Remember to be yourself and just write your copy about what you know and what your audience is seeking answers about.
For now and until next time – to your continued success, my friends!
