When a company has a solid online presence, they also have a lot of content to offer. In this article, you will learn about the types of online content, how to plan content strategy, and where to share content types.
Types of Online Content
The primary content types we will focus on are:
1. Website Pages
2. Blog Posts
Website pages make up your website and provide useful information for potential customers. If you speak to a marketer, they will tell you to create concise and actionable content to increase conversion. If you talk to a search engine strategist, they will tell you the more words the better because crawlers love it. We have found the balance is making skimmable content on web pages! Try creating attractive header points, followed by a couple paragraphs of insightful content. Another way to up your word count without overwhelming your reader is by adding expandable boxes.
Here is an example of expandable text options for your site
And options to expand and learn more for each point.
Blog posts are important because they include date stamps, provide a spare to place keyword/topic tags, and categorize information. Search engines love blog writing! Adding a blog to your website will help improve rankings. It’s important to build a plan and stick to it when it comes to blog writing. If you don’t have time to write blogs, consider hiring a company like ours to assist in you in writing!
Blog writing services vary. It is important to have a company that will get to know your business and maintains the best search engine practices when writing your content.
You may also consider reaching out to colleagues and other experts to write guest blogs. Guest blogs add juice to your site (as long as they’re not submitting it to other places), and in some cases, those same people may let you blog on their website, creating a powerful backlinking opportunity!
Images make the internet go around. They are great for websites, but also social media. Strategists found adding an image boosted engagement on Facebook by 2.3 times. Tweets using pictures were 94% more likely to be re-tweeted. Creating custom, branded images can add a big boost to your social media game! Some of Zen’s most popular social media posts were images!
Like images, Videos are both beneficial to your website and social media. Some social media platforms, like YouTube and TikTok, are completely video-based. Seeing as Google owns YouTube if you haven’t added videos as part of your search engine marketing strategy: you’re missing out!
Content Strategy for Building an Online Presence
Content strategy requires research, planning, and flexibility. When you’re developing a content strategy, it is vital to perform keyword research while also thinking about how to make your posts timely. Research awareness months and how what you do, or what you know relates!
After you have researched and planned your general topics to be timely, you’re going to have to keep some room for flexibility for the unexpected. You see, the internet thrives on the NOW, and there are some things your business cannot prepare for. Let’s take Coronavirus, for example, who saw that coming? Yet, companies had to be flexible and adjust their strategy and planning in more than one way.
It’s also important to be careful and get all the information before reacting to a current event in social spaces as a company. The NFL received a lot of backlash for their statement regarding Black Lives Matter because their corporate actions against Colin Kapernick were not in-line with the statements they made in support of the movement. Honesty about how they could have acted in the past would have been the more sincere route to go.
Be authentic and do your research– or work with a company who will do it for you. These are sensitive times culturally and we could all stand to prioritize learning how to be better in everyday lives and business operations.
Where to Share Content
The big open secret is that all online platforms work together to create a robust and consistent online presence. You will find that some platforms are more beneficial to you and your business goals than others.
Where Can I Share My Blogs
Blogs are great for your website, and it’s awesome to guest blog. If you’re trying to improve your search engine results, work with a company like ours to improve your blogging strategy, and cross-promotion strategies. We find that it is effective to post regularly to your blog and get some guess blogs out there for good backlink juice. Typically, you will have to pay to post your blogs elsewhere unless you have an existing relationship.
Posting to Facebook
On Facebook, you can share images, links, and videos! You can upload your videos to Facebook or share a video from YouTube or another website. We find that when you upload a video directly to Facebook, you get better engagement than sharing a video link from another platform. Engagement (clickability) can vary depending on the video’s content and title. You’ve heard the term “clickbait,” right?
Another area you can add video broken into 15 seconds. For a more seamless story option, you’re going to want to use INSTAGRAM. You can always upload your Instagram story to Facebook with the click of a button.
Posting to Instagram
Stories are quite popular on Instagram, so much so that its parent company, Facebook, started to use them too. Instagram permits you to upload videos up to a minute long for your stories. Before stories, Instagram was all about the images and videos up to a minute long.
In 2018, Instagram launched IGTV, where users could upload longer verticle videos. Since then, Instagram has updated so that you can opt for a landscape or horizontal video.
The only place that you can link on Instagram is in your bio unless you have 10,000 followers or more. In which case you can place links in your stories. The platform does not support linking directly in posts.
Uploading to YouTube
YouTube has been around since 2005. Founded by former PayPal employees, it made uploading videos a breeze. A whole new way to share content. Google purchased the website in 2006 and has since created an app and content studio to make posting and editing videos more comfortable than ever before. YouTube is connected to your Google account and has several best practices. If you’re looking to improve your YouTube strategy, let’s talk!
Tweeting on Twitter
Twitter has been around since 2006. Users flock here to interact with short messages, also known as tweets. In 2017 Twitter increased the character limit per tweet from 140 characters to a whopping 240. The platform is still short, sweet, and straight to the point.
Users can share photos, videos, and links. It is a best practice to shorten links. Videos cannot be more than 2 minutes and 20 seconds long, and the maximum resolution is 1920 x 1200 or 1200 x 1920 (as of June 2020).
Whether you need full management or consultation, we’re here to help! Since 2013 we have helped companies with a variety of budgets achieve their online goals. Please give us a call at 330-247-1389 to learn more now.