written by
Brian Francis

What is Content and do I need a Website?

Content Creation 3 min read
Amongst the different ‘content’ formats, video may sometimes give the impression of owning the term ‘content’ most...

What do you think?

content creation

Generally the term “Content” can cover a wide range of different formats. Even the photos you post on Pinterest, Instagram or Facebook can be described as being ‘pieces’ of content.

So, whilst the question; “What is content?” may seem simple enough to answer. To answer as definitively as possible will require some rabbit hole burrowing.

And so, to make thing simple, when we talk about content marketing, that is; content creation, content publishing, web content i.e. blogging and so on. We more than often refer to content that is produced for commercial consumption and coming from a business or service perspective.

So, what types of different content are there
and what role does a website play?

Essentially, a website or blog can be your foundation for deploying a number of the most popular types of content strategies. This may include any, or all of the following:

- Articles and Promotional material
- Video
- Infographics
- Portfolio, Gallery 
- Product Showcase- Ebook
- How to Guides...
- Podcast- Press Release
- Case Studies

There are many other more specific forms of “content.” However, the above covers the main areas that these may fall under.

Now, (and in the context of our above ‘content’ definition) in order for any form of content to be of any use. It needs to be made available on the internet so that it can be found by search engines and the person making the search query.

For this, you will need to ensure that what you produce is ‘readable’ with relevant keywords. Not only this, you will also need to compete with other content for search engine results.

At this point the only real thing you have control of, is ensuring that your content is of high “quality.” But, what is high quality content?

thanks postcard and latte
Photographer: Hanny Naibaho | Source: Unsplash

Quality content is...

Besides meeting the typical Search Engine Optimisation requirements. In content marketing terms, quality content often rests on the idea of trust worthy messaging that provides value through engagement, and on its own merit provides a usefulness.

And if Google’s preferences are anything to go by, this also means content that is well executed, and free from spelling and grammatical errors. Which also makes sense, especially if we are all concerned with providing a good user experience.

However, seeing that the only visible cues available to the general public are normally in the form of “vanity metrics”, such as how many Likes or Followers a person or business may has. As beginners, many of us get stuck on the idea of chasing the numbers, as this is what we naturally use for quickly narrowing our decision making.

All the same, we must remember that in reality this may often have no true bearing on whether a piece of content is accomplishing its main objectives; which is often to generate revenue, or encourage other essential conversions.

In fact, allowing yourself to be overly satisfied with having a large social media following, may only become a distraction from what you really need to focus on.

After all, a piece of content that repeatedly generates a high number of Followers or Likes may well be considered as quality content, for that reason alone.

What should web content do?

Primarily, your reason for producing content is to generate interest that leads to a conversion of some level. You do this by delivering a message or ‘trigger’ in the form of content that is intended for a relevant and responsive audience.

Search Engine Optimisation is of course an important part of the process of producing quality web content. You need to make sure your site is visible to the search engines. Overall, you will want your content to provide a good user experience. From the initial search engine query, through to your “Thank you for your purchase” message...

Plus thereafter...

Now depending on the type of content you produce. You may not need to manage a website of your own. There are a number of good platforms available that will allow you to edit and publish content without ever worrying about the technical aspects of managing your own website.

There are more tailored “content publishing platforms” available, that will allow you to invite and collaborate with your team members, and publish to multiple social media channels at a time.

For an extended list of content types, go here

content marketing content strategies
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