I’m going to show you how to create 28 different pieces of website content that you can use for SEO and social media.
In a survey 53% of B2B buyers said they consumed 3-5 pieces of content before contacting a supplier.
I’m sorry I can’t create 64 pieces of content like Gary V in one day.
After reading this guide you’ll discover there’s more available content for you as a content author and your team to create.
Table of Contents
- 1. Data Driven Content
- 2. Infographic
- 3. Top 50 list
- 4. Curated content
- 5. Step-by-step instructions
- 6. Recipes
- 7. Case studies
- 8. Before and after examples
- 10. Stories
- 11. Documenting
- 12. Testimonials
- 13. Interviews
- 14. Frequently asked questions
- 15. SEO How to guide
- 16. Proposals
- 17. Industry Views
- 18. Trends report
- 19. E-bombs
- 20. Broken pages
- 21. Tips, tricks and hacks
- 22. Buyers guides and reviews
- 23. Product or service comparison
- 24. Landing Pages
- 25. Social Media Posts
- 26. Email marketing
- 27. eBooks
- 28. Checklists
- 29. Audiograms
- In Summary
1. Data Driven Content
The key to a successful website in the search engine result pages is links.
Data driven website content is a great strategy to earn links to your website.
With this type of content you’re not focusing on your primary audience but instead those with a habit of linking to content,
In my link intent article I studied web pages last year that earn 30 or more links to their website.
Using the content explorer tool within Ahrefs you want to filter topics that have statistics, facts or data in their page title.
And find out the most linked to content and produce a similar data study.
Data driven content creation works in other industries too.
Here’s an example below.
This topic is rather sensitive.
A private investigation company did a survey of 200 people and produced an Infidelity Report.
144 other websites have linked to that blog posts and there has been 724 shares of the content on Facebook.
An infographic is a form of content that will simplify complicated information.
I created an infographic of my business ideas blog post to summarise the best new business ideas.
The infographic earned 5 links from other websites.
How do you create this content ?
Sign up for a free account at Canva.com and adapt any one of their free infographic templates.
Brand it up and make the content of your infographic useful for users.
Then you can publish your infographic on social media sharing websites such as Visual.ly, Scoop.it and Flipboard.com and share on your social media channels.
3. Top 50 list
A list another popular type of website content that works well in the search engines and social networks.
The human brain seems to have a low attention span and list posts are ideal for those that skim content looking for answers.
A holiday destination client briefed me to do keyword research for their next blog post.
I discovered from the research a very popular search query.
“Places to visit in xxx”
So the client created a list of related, non competing places in the area.
And, of course, they put their business at number one on the list.
Then they reached out to the places and venues on the list to mention their inclusion; with the hope of striking up a conversation or backlink.
How do you create this type of content ?
Use the Ahrefs keyword explorer tool and filter your seed keyword with “top” or “best” and you’ll find the search volume and click volume of the pages that rank for this content.
4. Curated content
A curated content list is a type of content where you write a page on your website and summarise and comment on a list of other website articles.
In your content writing you express your unique opinion and commentary on what others have written.
For example, here’s a curated link of internet marketing and advertising books.
To create this type of content you want to do your keyword research and find keyword opportunities that include “best”.
5. Step-by-step instructions
Instructional content or knowledge base articles are created for existing clients who have already found or paid for your product or service.
Users want to know how to use your service.
Using questions asked in chat or support tickets can be turned into instructional content easily as you learn more about how users use your product.
The content writing for instructors is usually produced by something with a deep body of knowledge of your product or service.
It’s not just food websites that have recipe content.
This article is a recipe; I’m outlining the ingredients for creating website content and giving you instructions on how to make it.
7. Case studies
My website contains a host of previous website work and case studies.
Most web designers simply produce screenshots of the work they did.
I go beyond screenshots and explain the business rationale for re-designing or developing a website.
The case study adds business context to the project.
8. Before and after examples
You may have seen this kind of content marketing used in diet products, home improvement and web design portfolios.
You show what a person, room or website looked like before and contrast it with the new improved version.
Great visual content like this can highlight dramatic changes and improvements.
Here’s the before and after example of a recruitment web design we did.
And social media love these types of visual content.
I like to borrow content ideas from movies and books.
A good story is a way to attract and engage a person and get your message across; especially on blog posts shared on social media.
My favourite writer has a great story on his website called Ranger Up Leads The Way.
It’s about a business that drove $750,000 in social commerce sales as a result of the content they produced for their clothing business.
The page could have been called “how to create content for your business”.
But that would have been incredibly boring.
Original content can be produced by documenting; popularised by Gary Vaynerchuk.
Love him or loathe him, documenting is where you create content as you are working towards a goal.
You don’t show the end results, you explain what you’re doing as you’re doing it.
Documenting is about sharing the journey with website visitors, customers and subscribers; good or bad.
Here’s a documenting example I shared on Twitter.
I wanted to show people how long it took to improve my seo copy and what the initial results were.
And ecommerce sites are well know to document their stories too.
Testimonials are great pieces of web content especially when clients or customers provide them without prompting.
Take websites like Amazon that have book reviews and testimonials rated by people who have purchased the product before you.
Testimonials reduce risk.
You can also install testimonial plugins such as Feefo to business and shopping websites to generate user generated testimonials.
Then share a screenshot on social media with the text from the testimonial or client.
Brent produces some great video interview content.
He teaches the business end of web marketing to designers and developers.
Video interviews give his potential and existing customers an insight into other people’s experiences in business.
You do need brilliant production values but video interview content adds the human element that the written word sometimes does not convey.
Steven Pressfield talks about almost puking up when he and his business partner started doing video interviews to promote their new product.
After trial and error they figured out the best solution was not to talk to the camera but to let the camera roll and they just talk to each other naturally.
14. Frequently asked questions
Creating website content for websites has been a common client issue for many web professionals.
I sat down with a small business owner, Dave, in a restaurant and I read out a list of prepared questions about his industry.
I turned on the voice recorder on my iPhone and he replied with the answers.
The recorded answers from Dave were transcribed and put on his FAQ web page.
A simple and quick way to produce original to convey the client’s expertise to his primary audience.
15. SEO How to guide
The biggest reason for creating website content is to get traffic from Google’s search results.
The reason ‘how to’ content is so powerful in the search engines is because people use Google to find a solution to their problem.
And Google aim to reward the best website content for a users questions with top search rankings.
When skaters type “how to do a skateboard kick-flip” then they are looking for an answer to their problem.
And the best way to serve up a solution to create, for example, a ‘how to do a skateboard kick-flip’ page in a YouTube, Facebook, IGTV video or on your website.
A worried client once told me he was concerned about this approach as he would lose potential customers if he showed or explained to prospective customers how his products and services were actually produced.
I replied ‘a 70 year old grandmother is not going to go up a pair of ladders to repair a roof and clean out the leaves from her gutters’.
She just wants to know you’re the expert she can call on.
How to start a how to guide
Start this process by typing “how to …” in Google.
You can have a bit of fun on Google messing around by simply typing different letters of the alphabet after you’ve typed “how to”.
Most people fear giving away their secret how to method.
But unless you own the secret recipe for Coke or Irn Bru, rest assured, most people will never ever implement your ‘how to’ guide.
But if the ‘how to’ that you write is really valuable for your audience, people will share it, like it and so on and then it becomes valuable to others.
I have lots of successful and failed website proposals I can turn to when I’m looking to create new online content for my website.
There’s nothing confidential in the proposals.
Adapting what I had already written saves me a bundle of time and less agony when creating or adding new content to my website.
17. Industry Views
Simon deliver mobile strategies for big brands and he produces a weekly report, as part of his content strategy, about what is happening in the industry.
He writes a weekly newsletter that he publishes on his Addictive Mobile website and in his newsletter.
Many would say this is curated content but what Simon does is translate what is happening in a way most people can understand the impact or opportunities for their business.
There’s a ton of quality content in each article and notice the calls to action at the end of the article.
18. Trends report
Another great type of website content is to write a trends report.
Here’s my latest search engine optimization trends report.
I have a recruitment client and every year they publish a salary guide.
This salary report that covers most job types is a useful resource for job seekers and human resource managers.
The only downside to these reports is that you have to update them every year.
How do you create a trend report ?
You need to know your industry really well or use Ahrefs and filter your keyword research with “trend” to find the opportunities.
Amy Hoy coined the phrase e-bomb as content people will love.
E stands for educational.
Your content strategy should be to educate prospects as opposed to writing vainly about your or your business.
Amy creates her content in 3 steps; pain, dream, fix.
To find a prospects’ pain you find a common problem on a forum and note that.
Then you write down what it would be like if that pain went away (dream).
Then you list the steps to fix that pain.
So for example, look at this landing page.
- Pain – vague link building blog posts leave you confused and unclear.
- Dream – Within 12 months I was getting over 1,000 organic visits per month and new leads.
- Fix – 10 link building lessons including how to do broken link building.
20. Broken pages
2 of my most linked to pages were found using Ahrefs content explorer tool.
- Type in a keyword to Ahrefs content explorer
- Select broken links from the filter
- Sort by most links
- Then check to see if you could recreate the page
- Recreate a better version of the page
- Reach out to website who link to the broken page and offer our page as a replacement.
21. Tips, tricks and hacks
Another type of website is to publish tips and tricks.
I wrote 64 SEO tips a few months ago.
Again I used Ahrefs to filter the seed keyword “seo” by “tips”.
I the analysed the top ranked pages and tried to write more detailed tips than theirs.
22. Buyers guides and reviews
A wrote a review of the Adobe web hosting and content management system.
Why write a buyers guide and review ?
- Both pages rank on page one in Google.
- I know the products very well and can write without hiring an external copywriter.
- I am sharing my expertise.
- Reviews and buyer guides have the potential to earn links.
Use Ahrefs or Ubersuggest to filter your seed keyword with “review” to identify opportunities
23. Product or service comparison
Here’s a reason for writing great content about a product or service comparison.
During the purchasing process most people hesitate before buying.
This is called the evaluation of alternatives stage.
(I can still remember this lecture when studying marketing at university.)
You have a need for something, you find a potential product or solution and just before you purchase you hesitate.
The consumer is wondering if they are making the correct purchase choice.
So they search terms such as :
- Alternative to product x or product x alternative.
- Product x reviews.
- X versus product y.
Months after I created my supplier review page I discovered the search query “adobe business catalyst v wordpress” in the related searches results.
I added a new product comparison content section to my page.
In reality, this product comparison merits its own dedicated page.
There’s a small UK e-commerce company basing their entire advertising campaign as a “Shopify alternative”.
Positioning your web page content as an alternative or product A v product B allows you to piggyback on top of a much larger brand’s success.
When you compare yourself to competing products be truthful; you don’t want lawyers emailing you.
24. Landing Pages
Landing pages are typically associated with pages using for advertising campaigns.
Today there’s a blurred line between a blog post and a landing page.
I can add a call to action multiple times throughout a blog post and engage a reader for longer.
WordStream provide a great insight into landing pages, conversion rates and improvement strategies.
25. Social Media Posts
Every social media channel has different image and video dimensions and users on different channels seek different content.
I’m biased towards search engine optimisation since I mainly work with b2b clients.
But solutions such as shoppable Instagram images perk up my ears as these are very tangible and measurable social post types.
How long does content last on social media?
- A tweet lasts 18 minutes
- A Facebook post lasts 5 hours
- A Instagram post lasts 21 hours
- A LinkedIn post lasts 24 hours
- A YouTube video lasts 20 or more days
- A Pinterest post lasts 4 months
- A blog post lasts 2 years
26. Email marketing
If you use MailChimp, ConvertKit or Drip to send email marketing campaigns they provide an email sharing url.
Alternatively, repurpose your newsletter content as a blog post or break the content down into social graphics and posts.
Tools such as Google Docs, Slides and Reedsy allow you to create a document and turn it into a PDF formatted eBook.
For instance, most of my blog posts contain a call to action to download an eBook version of the post.
eBooks can be repurposed into slides to be used in SlideShare or as Instagram or Facebook images.
Here is an example of a checklist for content writing.
- Research topics
- Identify low difficulty topics with hundreds of same as search queries
- Choose the topic you can write authoritatively about
- Check the SERPS result to identify the user intention and what they want
- Choose 1 of these 28 types of content
- Map out page chapters in Google Docs
- Write your persuasive headline, page title and description
- Do your content research and flesh out chapters with h1 and h2 heading size
- Use a large body font size with quality content writing
- Spell and grammar check
- Add images and call to action
- Add 3 internal links with relevant anchor text and one external link
- Publish and promote content.
In this article about AI for SEO, I outlined how to create an audiogram and share it on social networks.
I dictate existing content then used a tool called Headliner.app to create a short audio clips in a video format.
Creating website content is similar to finding your sense of fashion.
Once you find something that fits you keep using it.