It’s a common mistake when writing content for a website to start filling out some pages like a brochure. That’s why a lot of sites are referred to as “brochure sites”. But would a brochure site generate much return traffic or engagement? Probably not.
Another common mistake is to fill up the pages with marketing blab. You can imagine how hard it is to hold somebody’s attention and even encourage repeat visits when all you have to offer is a bunch of advertisements. People are used to fast forwarding through commercials now-a-days, and they’ll do the same with your website.
Instead, spend some time doing some careful research into the topics your target audience would most likely want your site to cover. Give them loads of helpful content that guides them through decision making and problem solving.
Different Types and Purposes of Content
There are several different types of website content and they are all used for different purposes. We classify them as Core, Filler, Puller and Pusher.
Puller and Pusher content is exactly what it sounds like, and we’ll be dealing with that in the Getting Noticed phase of the site. But for now we will concentrate on your Core and Filler content.
What is Core Content?
Core content is the detail behind your products and services. It is where your prospects will be doing their research and where your current customers will find support and answers to their questions.
Although many Internet marketing gurus will tell you that you need to concentrate on keyword research and SEO’d pages for your core content, these pages are not where most of your visitors will start out in the funnel. Writing these pages for search engine traffic can really make them ineffective in their consultative purpose.
Most likely on these pages you will be using industry text and lingo that most of your prospects A) Don’t even know enough about to search for – B) Would never find on their own anyway, – but C) should know because it’s extremely important.
Your core content will also be used to dictate the layout and navigational flow of your site. You will establish top level categories and branch out your most important pages below them in a tree style. Dump out every detail on the pages, then organize those pages into a logical flow of information. We will sometimes even use sticky notes (one note for each page title) on a table or whiteboard to arrange them into a menu tree.
So your core content should be consultative and nurturing. It is sort of the destination where you will be funneling your visitors that gives them the information that assures them that they’ve done their research.
What do I Write About?
You can easily come up with your core content by interviewing yourself, your staff and your customers. Identify all of the most important details about your company, the industry, how stuff works, the lingo, how to order, where to use it and all of the ins and outs of your products and services.
Examples of core content are:
- Description of products and services.
- Fixes, how-to’s, manuals, documents and instructional graphics.
- Product pictures
- Proud customer photos
- Case studies
What is Filler Content?
Although not any less important and also not used for any search engine marketing purposes, filler content does just that. It fills in around the edges.
Examples of filler content are:
- Company related information
- Legal pages and documents
- Policies and procedures
- Contact information
- About Us pages
- Staff bios and photos
- Event Photos
- News and announcements
So when it comes to developing the core and filler content for your site it’s important to think beyond marketing and promotional blab or just the company details. You need content that is consultative, educational and engaging as it guides your target audience to the next action you want them to take. Once you’ve completed your content, it’s time to consider layout and color schemes in your website design.