How to Create a Balanced Website Content Strategy
There are 3 basic types of online content: written (text), video/audio, and user generated. By effectively combining and leveraging all 3 types of content, it will be much easier to get your message across to a variety of different types of users. This is true even though these different formats of content contain pretty much the same information.
This just makes sense when you think of the variety of users, some of whom may prefer watching a video or listening to audio, while others simply want to browse through text to find what they want.
One of the primary reasons for using text is because of its tremendous Search Engine Optimization value which facilitates more organic traffic. Text may no longer always be the best choice, but it is still the principal element for any website content strategy.
Another reason is that many may not have the capability to watch and listen to a video or audio track. They may even be in an area, such as work place, where playing a video isn’t appropriate..
However, because Video and audio are seen as “premium” content by many people, it should be used to your business advantage whenever possible.
You can either use video as a supplement or alternative to your text or you can create separate online assets that are devoted entirely to video.
This could be a specific part of your website, or a different website entirely. The key, just like text, is to give viewers choices. If they don’t want to watch a video, text should be made available to them, even if it is just a quick outline of what is discussed in the video.
User generated content is another type of website content increasing in importance. Examples of this type of content are product reviews, blog comments, forum threads and testimonials. It’s not only found on websites today but also on social sites as well.
Using this type of content in combination with either text or video will do two things. First, it will help you build credibility because it shows that real people are interested in what you are saying. Second, it provides your website with free, distinctive content that won’t be found anywhere else online.
Each of these 3 types of content carries a particular type of value to you and your online assets. You should, therefore, use them in combination so that you get the best possible results. It will help you capitalize on the value that you are providing your website visitors.













