It can be too easy to focus just on creating the next viral piece of content. This content is needed but it's not the only type of content we should be creating. In this slide deck, Paddy talks through the three different types of content every online business should be creating.

1. Beyond the Buzzfeed Effect – Content Types
Every Website Needs

2. Content marketing interest from Google Trends

3. Why the growth?

4. Penguin happened here
Content marketing interest from Google Trends

5. It works

6. Great content can do this

7. “Big” content is great

8. But not everyone can do it

9. It can be expensive

10. It can be risky

11. Let’s be honest

12. Big content is hard to get right

13. “Just do good content”

14. “Just do good marketing”

16. It’s not that easy

17. It’s easier if you’re someone
like Buzzfeed

18. We put ourselves under
pressure to create “viral”
content

19. Because we are used to
links being the way we
measure success

20. Maybe we focus on
links too much

21. From the author of this…

22. What are we really trying to
achieve?

23. It’s this

24. No active link building has been done

25. Links are important, but they
don’t pay the bills
(unless you sell them!)

26. Links are just a
means to an end

27. Traffic

28. Conversions

29. 3 Content Types

30. 1) Short-form content

31. 2) Long-form, in-depth content

32. 3) Large content pieces

33. Together, these lead to a
diverse and robust
content strategy…

34. …which maps nicely to the
customer journey.

35. Awareness Consideration Conversion

36. It’s not always about
awareness of your brand

37. Awareness Consideration Conversion
This is too focused on your brand awareness

38. It’s more about you being
aware of the questions that
customers are asking

39. Problem / need
Looking for
help
Understanding
solutions
Considering
options
Choosing a
solution
This focuses more on the customer

40. One thing first though…

41. Everything
is driven by
the idea

42. Never, ever say:
“I want an infographic”

43. Never, ever say:
“I want an interactive piece of
content”

44. Function over form

45. 1) Short-form, long-tail
keyword driven content

46. Aids conversion journey and
drives organic search traffic

47. Research
eye
problems
Compare
options
Look into
risks
Look into
costs
Look into
surgeons
Map out the customer journey

48. What content can you create
to answer their questions
along the way?

49. Research
eye
problems
Compare
options
Look into
risks
Look into
costs
Look into
surgeons
Align questions with each stage
“Blurry vision
when reading”
“How to improve
blurry vision”
“Laser eye
surgery risks”
“Laser eye surgery
Amsterdam”
“Laser eye
surgery costs”

50. Link
What content types work well in your industry?

51. Link
Look at informational keywords

53. Filter by smart tags

54. Link

57. Link
Install this plugin

58. More data in the Search Console

59. Link
More data in Ubersuggest

60. Link
More data in search results

61. Link
More data in Answer the Public

62. Link
More data in search results

63. Quickly check competition with Moz toolbar
Link

64. Sometimes you’ll get keywords like this…

65. Benchmark where you are and
tag keyword types

66. Split keywords into these

67. Split keywords into these

68. 2) Long-form content

69. Drives organic search traffic
and demonstrates expertise

70. First, ask yourself
if it’s worth doing

71. Use Buzzsumo

72. Link
Does long-form content work in your niche?

75. It can drive micro-conversions

76. Build basic retargeting lists

77. Build super targeted
retargeting lists using Google
Tag Manager

78. Scroll depth event tracking
Link

79. Scroll depth event tracking + Retargeting
Link
Remarketing
bucket 1
Remarketing
bucket 2
Remarketing
bucket 3

82. Use GTM to fire a custom
HTML tag containing Facebook
tracking code when something
is clicked

83. https://www.brandtale.com/

84. https://www.brandtale.com/

86. 3) Large content pieces

87. Drive links, social shares and
awareness of your brand

88. The success of this content
type usually comes down to
three things

89. The story

90. The data

91. The production

92. I lied

93. There is one more

94. An existing audience also helps

95. When you don’t have an audience…

96. Read this deck from BrightonSEO
Link

97. “An idea is nothing more or
less than a new combination of
old elements”
James Webb Young, 1940

98. Why do any of this?

99. Working on all three content
types leads to a diverse, more
robust content strategy

100. It also takes into account the
user journey and not just
“Buzzfeed” content

101. You’re not gambling on one
single piece of content
performing well

102. You can generate a base level
of solid traffic purely from
short-form content

103. Supplement this with long-tail
traffic generated by long-form
content

104. Then go for the big hitter
content regularly too

105. Thank you!
paddy@aira.net