What made the early web so brilliant was its ability to put power into the hands of the amateur, handing them a mouthpiece to broadcast his or her message. Even today, content as created by the independents, in my opinion, rules the roost. There are many paths to take to creating engaging content, but how you implement each matters most – here are a few of the most effective routes one can embark on.
You might think that infographics have run their course, but nothing could be further from the truth. Though they’ve gotten a bit played out, infographics are still a traffic-driver and money-maker. Better yet, they’ve never been easier or cheaper to produce. With a bit of research and a unique perspective on said data, it’s elementary to create dynamite content that converts.
The blessing of abundant bandwidth is that video has become a far more viable conduit for attracting page views. Your video content can comprise weekly roundups, opinion pieces, how-to pieces or whatever else strikes your fancy. Most people love video walk-throughs, provided they matter. Just make sure your videos strike your viewers’ fancy when they land.
A full-featured Q&A format has done wonders for Quora, the current darling of the Silicon Valley startup scene. You can take advantage of that model for your own ends by implementing it on your site. Using Ubersuggest, for instance, for grabbing crowd-sourced ideas (it pulls in Google’s auto-suggest) is a great way to begin. Try popping “how do people” into their search bar to start getting an idea of the kind of inspiration that Ubersuggest can provide.
Content generation doesn’t have to rely on novel means, and the traditional blog post by an expert could well spark off a traffic stampede if you hit the right topic. Guest posting is synergistic path to striking content gold and backlinks galore if you do your keyword and market research beforehand. It’s a tricky way to go about jump-starting any campaign, but it’s also one of the most effective.
Glenn Beck, Bill Maher and every other loudmouth on Earth have proven that sparking controversy is an easy way to attract attention. You don’t have to be a total ass to achieve results, either. Just look at some of the tech writers on Computer World and ZDNet to see it in action. Just remember to respect your audience, know the limits of their ire and operate within them.
The hot tip in online marketing, collaborative content arrangement and online community administration is curation. In a digital world, we all suffer from what’s known as information overload. It’s up to you, the webmaster, marketer or whatever to curate a user’s experience. By grabbing data from your niche and editing it for relevance, it’s possible to curate that experience in a meaningful way.
We all seek meaning in a nearly incomprehensible world. The appeal of the Ultimate Guide is that it delivers that comprehension in one thoroughly pared-down format. The challenge of the Ultimate Guide is substantial: you need to promise a lot and deliver on it. However, many an e-book author has shown that such an approach can reap massive rewards in the long run.
An Ultimate Guide comes with its own set of potential rewards and pitfalls. A ‘Quick Tips guide’, on the other hand, doesn’t have to promise as much or deliver a whole lot to be of use to the reader. Just compile an easy-to-digest compendium of facts, knowledge and guidance in a truncated package, and you’ve won. Better yet, it’ll drive traffic nearly as well or better than an Ultimate Guide.
Similar to the general idea behind guest blogging, the insider knowledge track relies on a well-respected expert in any field to “drop in” on your blog or website for a special appearance. Granted, this tack isn’t the easiest to pursue, since it requires that you attract a guest appearance from an expert author with name-brand recognition. Still, it’s gangbusters when it works for both traffic and long-term SEO value.
Internet memes seem to have completely overtaken traditional media in the popularity department. They’re also one of the best ways to get instant traffic overnight if you really need it. It’s tough to pull off and requires a real genius for viral marketing, but the ROI can’t be beat. Whether it’s reliant on infographics, video or just an accessible blog post, viral is the future for promotion.
The web is awash with reviews, especially in the tech arena. From the Verge to Engadget to Amazon reviews, it’s one of the best marketing avenues available to anyone regardless of budget, resources or clout. Paired with a bit of media in the form of picture and video, it can supercharge any web property with a minimum of effort. Believe me, I know – I’ve only ever posted one averagely written review and it’s amongst the most popular content on my site.
Last but certainly not least, we come to the vaunted Top 10. Since time immemorial, a solid Top Ten list has always drawn eyeballs and discussion whether it’s online or off. There’s not much to a good Top Ten, other than making it topical, relevant and authoritative. Outside of those crucial aspects, it’s up to you how to make it work.
All paths may lead to the same metaphorical Rome, but that doesn’t mean that each path is identical. How you structure your killer content creation strategy is ultimately up to you. However, it’s important to focus on a few that are well within you and your team’s wheelhouse to achieve success. Good luck, and make sure above all else to make quality your priority throughout.
Featured image courtesy of code poet licensed via Creative Commons.
Matt Beswick is a UK based digital consultant and co-founder of Pet365, an online supplier of amazing dog brands.
I enjoy doing original video content and content curation. Otherwise, I go the analogy route and generally involve a scenario around a recent sporting event (NFL or NBA football game, grand slam tennis match, etc).
Q&A and interview formats definitely mix up the pace, too.
Great list for anyone stuck in a rut of producing the same forms of content, thanks Matt. Opinion pieces are especially powerful and often overlooked, as I think it's easier for a lot of us to err on the side of caution. They *do* need to be argued well, but provoking an emotional response is always going to give content a boost.
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