Variable Web Content Types: Driving Traffic And Engaging Visitors

How do you approach your web content or copywriting? Since your website is what represents your business to the cyberworld, your content should properly reflect what you and your business is about — this entails content strategy, and sufficient knowledge in variable content types to drive more traffic to your website and engage your visitors.

At first it might seem ridiculously easy to populate your webpages with relevant content — but it’s not just about that. It’s also about relevance, quality, and engagement.

The Typical Web Content

Web content generally refers to textual or string-based content splayed throughout the webpages of a website. Of course, to be more specific, web content refers to the articles that deliver information related to the niche the website belongs to. Web content is the core of search engine optimisation (SEO) and has flowered into its own field of marketing: content marketing. And content marketing is indeed a very powerful tool not only for driving traffic to your website, but also for engaging your readers and luring them into conversion. The factors that make content marketing so effective are only reflections and extensions of what makes web content in general so effective:

  • Content drives search traffic — strings within websites are really the only thing that search engines bots can “crawl,” and so far, index. This makes content the heart of SEO, as properly optimised content rakes in volumes of organic traffic.
  • Content engages website visitors — not only can content help bring in visitors, they are also the primary means websites engage with their visitors and hopefully make sales.
  • Content proves the value of a website — the type and quality of content directly impacts how visitors perceive the website, from authority to expertise and relevance in its niche.
  • Content drives links — while it’s true that images can also be linked to, string or textual content is the primary driver of link juice — the authority that link building gives a website.

To top it all off, content can do all these and become the medium by which a website calls its visitors to action, regardless of the action (subscribe, provide info, purchase, etc).

Platform Specific Content

Beyond generic website content, however, you would do well to tweak various contents to match the platform in which they are delivered to your audience. Website content would do for your own website as much as blog posts fit well in your blog, but what about your social media profiles? Your YouTube videos? Your Slideshare account?

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Luckily, it isn’t that hard to repurpose content into something that can better fit a different medium. You can easily modify the approach, the call to action, the perspective, or the tone of web content to match its medium. Using this for a content marketing strategy that spreads to social, video, and slideshow platforms, here’s an example:

  1. You launch a new product or service and for marketing campaign purposes you offer a special discount coupon.
  2. You add a special page for it on your main website and create content for it.
  3. You use that content and repurpose it into a blog post for your business blog. Add a call to action to visit the special page on your main website.
  4. You can use either original content or blog post and repurpose it for several social media profiles. Make it a shareable titbit on Facebook, use a relevant and engaging image for Pinterest, and make your special offer appetising in 140 characters in Twitter. Don’t forget the links and any viable social media promos that can make your posts viral.
  5. Create a video about the product and post it to your YouTube channel for your video marketing campaign. Add all the relevant information in the video description using the original content or the blog post; include links and calls to action. You can also embed that YouTube video on the special page or the blog post.
  6. Create a brief slideshow presentation (or several, depending on your campaign) and make use of the content or blog post again (repurposed, of course — you don’t want to be penalised for duplicate content). Provide a transcript of the slides for better search optimisation, add links and calls to action. You can choose to embed this slideshow into your special page or blog post, but try not to use both video and slideshow together — they tend to clash with each other and make your webpage load slower than usual.

With this content strategy example, you did not even include using press releases. This is how far content marketing and your web content can go for your purposes.

Images, Videos, and Other Media

We already touched upon other forms of content aside from typical string or textual content. Images, videos, and other rich media are quite effective for engaging the populace of netizens on the Internet, but they have one drawback — they are not “crawlable” and “indexable.” Perhaps one day in the near future search engines will be able to crawl and index rich content, but for now, the best way to use these other forms of web content is to use them in conjunction with text.

They can either complement text or vice versa. Videos are often featured content and the video description only adds value to them, such as providing more info or background data. Images, on the other hand, tend to support text. You can always reverse the situation and add short videos to long articles to make them more interactive. You can also use infographics, which are becoming increasingly popular nowadays. Just remember to add text that search engines can crawl. Another SEO tip is to use keywords in file names — such as your website or company name and the keywords of the topics your images or videos are about.

While textual content remains the core of SEO and content marketing, with a little imagination and innovation you can turn other forms of content into powerful tools for your overall marketing and branding campaigns. Never take your web content strategy for granted as well, and always remember to tweak web content to match their medium and the platform used to reach their audiences.

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