50 types of content to post on your website (plus examples)
There are different types of content you can create for your website, but the three main categories are always the same:
- written content
- visual content
- audio content
Each of these appeals more to a certain audience, so if you’re not sure what to post more often, the best strategy is to create 10-15 different pieces of content (5 for each category for example) and see which of them generates more engagement. Based on these results you can adjust or develop your content calendar if you don’t have one already.
But let’s get back to content. In their guide to creating a content marketing plan, the amazing team from HubSpot mentions 44 types of content that can be posted on a website. The graph is here and as you can see it’s quite comprehensive, however I think it may be useful to explain each of these content formats, for those of you who are just starting to get familiar with content marketing.
1. How to’s articles are pieces of content that explain a process, how to do something or what steps to take to achieve a goal. Thus, these posts can be written as step-by-step articles that guide the reader through a process, or as tips and recommendations that can help one achieve a certain goal.
An excellent How to type of article is this one written by Carl Friesen for the Content Marketing Institute. He did a wonderful job explaining How to create how to’s articles that serve the market and business!
2. Content curation – Probably the hottest content format these days, content curation refers to gathering information or pieces of content from other websites and putting them all together into an article that answers 5 “W”s: who did what, when did the action happen, why did they do it and what were the consequences.
Curated articles are excellent for keeping your audience engaged, as they are funny and easy to read. A lot of these posts use visuals and memes, and are great for generating traffic as they get shared a lot. If you want one of your post to go viral, curate some shared images or videos and create something memorable, like this article curated by Leonora Epstein and Erin La Rosa from BuzzFeed. I bet you didn’t know the 19 reasons why every office should have a cat!
3. Case studies – Simply put, case studies are in-depth studies that analyze the successful (or unsuccessful) story of a person, company, product, campaign or theory, in the attempt to find causes for specific results or behaviors, and to identify patterns that can be generalized. Aaron Saint from Writtent has a great compilation of 28 case studies for small businesses, the “brightest and most-inspiring research reports and case studies to hit the web in recent months”.
4. Charts / graphs – Charts and graphs are excellent in industries where data needs to be visualized or illustrated in a more accessible form, before it can be used in complex analyses. Here’s a comprehensive article from Skills you need that explains the main types of Graphs and charts, and their use.
5. E-books – E-books are books distributed in electronic format, created with the purpose to educate or entertain readers. You can offer e-books to your audience in exchange of their emails and generate leads, or you can sell your e-books online if the main business goal of your website is to generate immediate income. Here’s an e-book I love from Marketo: The state of content marketing and social media in the medical and fitness industries (free download).
6. Email newsletters / autoresponders – Autoresponders are sequences of email marketing messages that are sent to subscribers in a specific order, on specific dates, with the purpose of answering common questions, solving problems your readers might have and educating your public before asking them to buy something.
Autoresponders are like lunch casseroles you prepare in advance for when hunger will strike: they’re there, tasty, healthy and ready to satisfy your cravings and all you have to do is get them out of the fridge.
While it’s true that this type of content has a great potential to generate leads and sales, it’s also true that creating effective autoresponders may take more than talent. Sonia Simone from Copyblogger explains what autoresponders are and what they include in this comprehensive article.
Email newsletters are used mostly for letting potential clients know about new promotions, updates, offers, or about articles recently posted on your website if you’re a blogger.
Neil Patel from QuickSprout explains how he built his first business using email marketing. This is an excellent article that provides tips you can apply right away for improving your online visibility and content marketing strategy.
So the difference between these two is that autoresponders are set to go out automatically, while newsletters are created for specific campaigns and sent manually to selected contacts.