Types of Content That Will Drive You More Traffic

Content marketing is more than writing blogs. Way more.

If you’re just getting involved in content marketing, the first thing you need to do is launch your blog and start writing.

Then, when your blog is established and purring along, try throwing in a new type of content. I predict that you’ll immediately see a difference — fresh traffic, targeted visitors, higher conversion rates, and better SEO.

But before I share the  types of content that will drive you more traffic, there are a few things you need to know:

• You don’t need to try all of these examples – different content types suit different brands in different ways. If you don’t think that a certain type of content will serve you, no problem. This list isn’t about must-haves. It’s about maybes.
• Don’t be afraid to try new stuff – I’ve found that some people shy away from new types of content because they think it will take too long, be too hard, or fall flat. I understand your apprehension, but I encourage you to try it anyway. Want to get started with a video? You don’t need to buy a green screen, editing software, or a pro-grade camera. Use your iPhone and your YouTube account. Start small and work your way up.
• Pick one and put it in your schedule – if you use a content marketing schedule, slot one or two of these into the editorial calendar for the next month. If you don’t plan it, you probably won’t do it. I challenge you to pick one and give it a try sometime in the next four weeks.
• This list is not exhaustive – I encourage you to think of content not in terms oftypes but ideas. The form that the content takes is secondary. The idea is primary. First, develop your idea. Then, determine what it’s going to look like. The variety of content is endless. Heck, you may even want to invent your own type of content.

Content type #1: Infographics

An infographic is the presentation of information or data in a visual way. Its name sums it up —info + graphic.

Infographics get shared more, viewed more, and loved more than most other content types. They are a powerful way to get your information out there in an explosively visual format. One study found that infographics were liked and shared on social media up to three times more often than other content. The viral potential is there.

When to use it

Infographics are perfect for communicating almost any idea or concept. Data, research, statistics, and findings work especially well.

Content type #2: Meme

You’ve seen memes. They’re easy to make. They’re viral. They’re hilarious.

That’s one of the great benefits of memes — their humor. People love something that they can laugh at, share, and get a kick out of.

How to do it

• Memes don’t require graphic design skills. Meme Generator and Quick Meme are sites that allow you to add your own text to popular meme images.
• Memes may not be the best type of content to share on your blog, but they’re primed for social media outlets. Twitter, Stumbleupon, Pinterest, Reddit, and Tumblr (especially Tumblr) will help your meme to spread.
• Memes are just-because content. When the mood hits or a funny idea strikes you, go ahead and meme it.

Content type #3: Videos

 

There’s a world of variety within videos. I could write a whole separate post on different types of videos. No matter what type it is, however, a good video communicates a message in a succinct and memorable way. Done well, a video can be extraordinarily persuasive. This video on Crazy Egg helps to bring in $21k every month.

How to do it

• Whether you create a video of an office tour, an explainer video, or a music video (it’s been done), you’ve got to get the script right. A video isn’t only about the moving picture; it’s about the words that you say or display. Check out a few more tips for making an explainer video.
• Put the video on YouTube and Vimeo. Both of these video sharing sites are great ways to garner social signals for SEO and improved results for video search itself.

Content type #4: Guides

A guide is a detailed and fairly long piece of content. Think of it as an epic blog post. It goes beyond the length, style, and approach of an ordinary blog post. My Advanced Guide series are some of the most popular types of content I’ve ever created. When you check them out, you’ll discover that they have more visual flair and are much longer than my blog articles.

How to do it

Writing a guide requires a good writer, a good designer, and a good idea. The writer needs to produce top-tier content. The designer needs to know how to present that content in an attractive way. And the idea has to be something that your audience wants. You may wish to present the guide as a downloadable PDF.

Content type #5: Book reviews

A book review is a simple discussion of a book plus your take on it. You recommend good ones, critique not-so-good ones, and share the value that you glean from them. Book reviews are great because they help to position you as a thought leader.

How to do it

A book review can be as complicated or as simple as you want. I suggest a short-and-simple 7-point format:

1. Introduce the book: 1-5 sentences.
2. Introduce the author: 1-5 sentences.
3. Summarize the book’s major points: 1-3 sentences per point.
4. Share what you liked in the book: 1-5 sentences.
5. Share what you didn’t like about the book: 1-5 sentences.
6. Recommend it (or not) to your readers: 1-3 sentences.
7. Provide a call to action: Link to the book.

Content type #6: Opinion post (a.k.a. “Rant”)

This style of post is substantially different from your typical blog post, mostly due to its tone. You may be used to publishing a careful and researched discussion of a topic. The rant or opinion, by contrast, may be stronger and more expressive. The more vociferous your position, the more it’s going to get read and shared.

How to do it

Occasionally, write a strong first-person take on a hot topic or big issue. It could be your opinion on a major industry change. I did this when Matt Cutts announced the demise of guest blogging. When you address popular topics, you’re able to get stronger search potential and shareability.

Content type #7: Product reviews

Like the book review, a product review can help establish authority and leadership in your industry. Every industry has its unique array of products, software, and services. When you engage key developers, manufacturers, or service providers, you gain recognition and respect. All you need to do is share your experience with the product and provide your recommendation.

How to do it

Here’s a pattern for the product review:

• Introduce the product
• Introduce the producer
• Describe the product
• Share what you like
• Share what you don’t like
• Provide your recommendation
• Provide a call to action

Content type #8: How-to

The how-to is one of the most popular types of content, especially in my niche. On my blog, I write a lot of how-to guides. How-to articles have awesome long tail search potential due to these popular long tail query introductions: “How to…” and “How do I…?”

How to do it

First, identify a common problem. Then, come up with a solution. The model is simple:

• Introduce the problem
• Introduce the solution
• Discuss each step of the solution
• Summarize the discussion
• Provide a conclusion

Content type #9: Lists

Lists have endless appeal. We’re wired to love them. Chance are you’re going to see or read an article today that involves some sort of a list — “5 Security Breaches You Need to Know about,” “17 Ways to Rank Higher in Google in One Month.” Hey, you’re already reading an article with the title “15 Types.”

From the ancient Ten Commandments to modern lists of everything, numbered ideas are as popular as ever. You can’t go wrong with this content type. Even popular magazines use list appeal to sell issues:

How to do it

• Pick a topic, then pick a number. You’re halfway to creating a list. A good example of this is this post on 7 ways to increase your rankings without leveraging content marketing.
• When you write your list, use this simple format: introduce the topic, list your points, and provide a conclusion.

Content type #10: Link pages

A link page is simply a post that provides links to great resources around the web. The great thing about link posts is that they spread link love to other sites, provide your own site with authoritative SEO signals, and assert your thought leadership within your field.

How to do it

A link page, often called a link roundup, is simply a list of links. Write down the title of the article, hyperlink it, and number it. Done.

Content type #11: Ebook

An ebook is long content packaged in a different format, usually as a PDF. Ebooks are often a downloadable product, available for free in exchange for joining a mailing list. Producing an ebook helps to strengthen your authority within a field, and it makes for a powerful method of sharing your knowledge with others.

How to do it

• If you choose to produce an ebook, you have to produce enough content to make it book-worthy. Ten thousand words is a good benchmark.
• Books have chapters. Be sure to subdivide the book into manageable, topic-oriented chunks.

Content type #12: Case Study

A case study explains what your product or service is and how it helped a client. The case study basically says, “here’s what we do, how we do it, and the results we get.”

How to do it

To create a case study, follow this model:

• Write a summary of the study and a preview of the outcome.
• Explain the challenges that you had to overcome or the problem that the client was facing.
• Write out the solution you provided. Make it clear and explain it in a step-by-step way.
• Discuss the results of your solution and the ways in which it was successful.
• Provide a conclusion and a call to action.

Content type #13: Podcast

Podcasts had their phase of popularity, and they’re still a great form of content. Plus, they’re not hard to create. Many people listen to podcasts during their commute or exercise. You have a chance to spread your message farther and better using this format than a lot of other formats.

How to do it

Creating a podcast is simple, provided you have a decent microphone and some technical knowledge. You can check out Apple’s guide.

Content type #14: Interview

Every field has its leaders. When you’re able to interview a leader, you can garner a lot of respect from others in the field, not to mention huge amounts of traffic. Interviews are unique. No one else has this information — only you.

How to do it

First, you’ve got to invite the interviewee and set up a time to talk. Once you’ve done that, here’s a good format for conducting the interview:

• Introduce the interviewee. Generate excitement and anticipation.
• Ask a question. Let the interviewee answer.
• Continue with the question and answer format until conclusion. If intriguing points come up during the discussion (and you’re adept at thinking on your feet), you may wish to chase down the point with further questions.
• Conclusion. Be sure to thank the interviewee and provide a call to action for your audience.

Content type #15: Research and original data

Most of us work in data-intensive fields, where numbers and metrics hold a lot of value. Sharing your findings with others is a powerful way to drive traffic, build trust, and establish your authority. When you do the research, which is hard work, people respect that. What’s more, people share it.

How to do it

• Obviously, you’ve got to do the research. This takes finding a good topic and investing time and quite a bit of effort into researching it.
• Present your data in an engaging way. Share concrete numbers, percentages, and other details that engage a user’s interest.

Conclusion

As you’ve seen from this list, there are plenty of content options. The more types of content you use, the more powerful your content marketing efforts become. Content, regardless of its form, speaks to an audience. That audience, in turn, listens, shares, learns, and converts.

There’s a wealth of potential here — the kind of potential that your brand needs in order to advance to the next level. Now, you have a plan to get there.