You may have heard that content is king and that creating content on a regular basis and promoting that content via a content marketing strategy, is one of the best ways to drive traffic to your site. So we know content has value, but why is content creation and content marketing important? Content is extremely important to any website as the more content you create on your site the more opportunities you give customers using search engines to find you. This blog post describes two different types of content, blog posts and news articles, you can create on a regular basis to regularly keep traffic coming to your site.
How do search engines find your content?
Search engines use keywords that are typed into searches and scrape the entire internet for instances where those keywords appear. This is why keyword research is necessary, you need to figure out which keywords customers are using to find your business and/or relevant products/services and incorporate those into both your current content and the content you create in the future.
Applying the keyword research recommendations to your existing website and including combinations of these terms in regularly updated content will increase search engine rankings and therefore traffic to your website, helping you reach customers at various levels of the conversion process. By targeting broad, industry and business specific terms you can increase traffic and revenue both locally and nationally.
In Content Marketing:Blog Posts vs. News Articles – what’s the difference?
Besides just regular website content (the main pages of the website), there are a couple of things you can do to regularly create content: blog or write news articles. These two types of content both allow you to update your site with new material as often as you like, however, there are differences between what we consider blog posts and what we consider news articles.
**Knowing which type of content you are creating and placing it in the appropriate section of the website is important to your users’ experience (UX).
Blog Posts can be…
- A numbered list of resources – for example: The Top 10 Things you Need to Know about…, people love reading these types of blog posts.
- Opinion Pieces – for example: What We Think of…
- Reviews – you can review anything: content elsewhere online (for example: competitors’ content), events, announcements, news, etc.
- Answer Questions – Customers have questions, blogging about them allows you to become a resource.
Blog Posts shouldn’t be…
- More than 600 words
- Text only – be sure to include images!
- One block of text – utilize subsections and subsection titles to make posts more visually appealing to readers (white space is your friend)
- Extremely technical – let your personality shine (even if the personality you’re trying to build is a professional one)
News Articles can be…
- Industry Updates – information on what’s happening in your industry. News articles are more formal in that they focus on presenting the data, not necessarily giving an opinion about it.
- Company Announcements – this would be where you can promote SF Labs either by writing about new products/services or promoting employees’ accomplishments. Depending on the tone of the announcement, some company announcements also make good blog posts (the more informal ones, like congratulating an employee on their 30 years of service)
News Articles shouldn’t be…
- Directly copied from elsewhere online – if you find a news story you want to share with your site’s audience/customers, or a bit of text from the story you want to share, always introduce the story in your own language (incorporating target keywords) before linking or quoting it.
- Informal – news articles should sound professional in order to gain the readers trust.
We recommend creating both types of these types of content as it will allow you to create many more opportunities for you to create different types of content for your customers to find you.
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