The incremental evolution of search engine optimization as well as with how information is being served and consumed over the web nowadays has certainly made content marketing a very powerful method, combining link attraction, social, search, branding and lead generation as a single force.
Although, not all niches are gifted with this arsenal, as some might say, but is this really true? Not quite, knowing that all it really takes to make a viral content to spread like wildfire is to have a compelling material and know why, how and where to promote it. There are many types of content that can be built to serve as a buzz generating segment of a website such as:
Data visualization (infographics, interactive or video infographics, kinetic typography and/or linked data)
Video tutorials or series
Expert content (research-based blog posts or articles)
The types I’ve mentioned above usually have the same elements when it comes to presentation, for them to somehow increase the chances of getting socially shared, linked to and be consumed and effectively satisfy the content’s target audience.
Visually attractive design
Value of information
Optimized for search and social sharing
Contains a strong call-to-action
In this short post, I’ll just share other content types that might help attract visitors, links as well as fascinated customers to a business, particularly to the ones who think that their niche is not that interesting, to which content marketing and link baiting may not be as feasible if compared to other industries that have larger market.
The best thing about investing on this type of page is that it’s scalable, since aside from naturally attracting links and social shares continuously (as long as the page proves to provide value in terms of information), you can also attract possible customers to your business from this page, especially if you have included a strong call to action within the content.
You can constantly bring traffic to this page as well by directing your homepage visitors who want to take a tour of your site and/or learn more about your product/services/business to this high-value content.
The content’s visuals will make it more fun to read and it will easily capture your visitors’ attention, which is very important, especially if you’re looking to generate customers to your website.
You can hire graphic artists to collaborate with your copywriter when conceptualizing for your content. If you can do this to all of your blog posts (merge design, fun and information), you’ll definitely conquer your industry’s blogosphere and stand out as the most captivating content provider in your industry.
Produce engaging videos, even if you’re offering a boring product/service, you can always incorporate something cool to it (such as adding an awesome concept, story and/or music with it, like the sample given above) to diversify your content’s target market and to increase the rate for social sharing.
Offer incentives to visitors who’ll watch your video(s), like giving away discount coupons to those who’ll get to see the video until the end (by showing the coupon code at the end of the video).
Create a list on Listly and embed it to a page on your site. You can practically make a list of anything using this tool (like listing the best cars of the year, most tragic news in your industry, etc…), but the best part about using this feature from Listly is that it allows other people to easily contribute or add an entry that they think best fit the list, which makes your content more socially engaging – and worth sharing or linking to.
There are also other ways and tools that you can use to build an interactive page that can potentially go viral, such as curating tweets (like quotes/ideas from industry thought-leaders, the best links shared by influencers in your industry on Twitter, or interviews made via Twitter) and embedding them to your blog posts. You can also use Storify to curate and embed industry-related discussions to your posts.
Promoting your “Great Content”
The key to most successful viral campaigns, especially on the web, lies on how the content will be promoted. Below are some of my other posts that can give more details on how to promote these types of content, for them to efficiently get across to its target audience, attract more natural links and social shares, achieve better search rankings, and to constantly generate traffic and possible leads/customers:
Always include and continuously improve your calls-to-action on these strong pages, since if these pages are going to attract lots of visitors from various traffic sources, you’ll definitely want a fraction of them to convert to leads and/or sales.
Sorry if I haven’t been able to write a lot this month, I’ve been really busy with our clients and with other offline activities recently. If you liked this post, you can subscribe to my feed and follow me on Twitter @jasonacidre.
Jason Acidre is the Co-Founder and CEO of Xight Interactive - a digital marketing agency based in the Philippines. He's also the sole author of this SEO blog. You can follow him on Twitter @jasonacidre.