5 Types of Content That Can Grow Your Company


November 14, 2017 By

Cheryl Dykstra

High-quality, relevant content truly is the key to success for reaching new audiences, engaging your current audience, and creating new business opportunities.

But where do you start if you’ve never created content for your company before? What types of content can really help you move the needle?

Here are five types of content that will give you maximum impact and return on investment for your business:

1. Dedicated Pages

Your website is not only your portfolio and information hub for your customers, but it also gives search engines insight into your products, services and business as a whole.

If you have multiple services, having one place where all of them are listed gives your customers an easy way to see all that you have to offer. However, to make the most of your website, creating dedicated pages for each service you have can boost your customer’s understanding of that service and allows search engines to rank you higher for that service.

Another way to utilize dedicated pages would be for your different locations. If you have locations in Orlando, Tampa and Jacksonville, creating separate dedicated pages for each location can help those locations show up for local searches in those areas. The important thing to remember for location pages is that each page needs its own copy. If they all say the same thing, your website can be penalized for duplicate copy.

2. Lead Magnets

The most powerful types of content can generate leads for your business.

Guides, worksheets, checklists, ebooks, case studies, and other downloadable resources provide an incredible amount of value to your audience, but they also give you a way to collect new leads and contact information for your list.

These resources, which are often called “lead magnets,” can persuade potential customers to voluntarily share information about themselves in exchange for your valuable piece of in-depth content.

Business owners often turn to marketing companies to help determine the right kind of downloadable guide or resource for their target customers – and then write it. This type of content can be time consuming, but the result plus an advertising budget can really boost your leads.

3. Questions and Answers

Your customers have questions – you have answers.

By creating content that provides valuable answers to their questions, you position yourself as an expert in your industry, a trusted source of information, and your helpfulness in their time of need will surely pay off when they’re deciding who to help them. When they know they can come to you for help with their questions, they’ll be more likely to do so when it comes time to invest in a solution.

There are many ways to supply these answers – from blog posts to Facebook Live to a YouTube series. However, if you do answer questions in a video format, it’s a good idea to also place those on your website with a transcript of the video. Having these answers typed out can help boost your organic traffic and gives you a chance of being chosen for Google’s Answer Box.

[BONUS: How to Get A Featured Snippet in Google's Answer Box]

4. About Us / Company Profile

On most websites, one of the most visited pages is the ‘About Us’ page.

That’s because your potential customers want to know who you are, what you stand for, and what makes you different before making their choice on whether to support you. The ‘About Us’ page builds a rapport with your website visitors, a rapport that will hopefully encourage them to choose you and become a customer.

It’s been found that ‘About Us’ pages or company team pages can really improve your trustworthiness. Visitors enjoy seeing photos of your staff or leadership. Putting a face to your business can give you a credibility boost, no matter your business size.

5. Lead-Nurture Emails

After you’ve received a new lead, what do you do with them? How are you currently following up with them and convincing them to buy?

Lead-nurture emails can help you close more potential customers, convert free trial members, upsell current customers on additional products, and more. In fact, this type of content is just as crucial to your online success as building your lead magnets. Having a list is great, but if you never communicate with them, it doesn’t do you any good.

Lead-nurture emails should not just be selling. You need to have a variety of engaging and informative messages to help build trust and show that your providing value. If you only send sales messages to them, they’re likely to unsubscribe.

The great thing about these types of emails is that once you find one that works, you can use it again and again to nurture your new leads, gain new customers, and generate more sales. You can even automate these based on customer interactions using a customer relationship management (CRM) or email program.

How to Get the Right Content for Your Business

Creating content for your company is about more than just an SEO boost. It gives you a chance to show your expertise, provide value, capture new leads, and convert more customers.

The best part about creating content for your company is that you don’t have to do it alone. Sales & Marketing Technologies has professional marketers and copywriters on hand to help you decide on a content strategy and write the content for you.

If you’re interested in finding out more about what types of content would help your company thrive, call us today at 407-682-2222 or contact us online.

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