Doing content marketing without content writing

In my previous blog post I talked about various types of content that you can use to carry out your content marketing strategy. Most of the suggestions in that blog post involve some sort of writing. Whether you write a blog post, an article, an e-book, a case study or an email campaign, writing is involved. What if you are not the writing type and your audience is not much into reading?

This blog post talks about 6 ways to build an audience without indulging in content writing.

Although for many years I have been providing content writing services since businesses these days are looking for turnkey content marketing solutions I’m also collaborating with other content producers that can help you generate non-writing content material such as

  • Infographics
  • Visual data representations and charts
  • Videos
  • Slideshows
  • Podcasts
  • Webinars

Another good way of generating content (that sometimes I do on my own content writing and content marketing blog) is content curation.

It is not necessary that every time you need to come up with original content (although more than 60% content on your website should be original). There is lots of interesting and great stuff being published on the Internet all the time. You can curate those links using your own blog as well as your social media timelines. A good thing about curation is that you can automate some of the publishing tasks by using the right syndication feeds.

Content marketing is all about eking out a presence for yourself and it can be anything as long as it gets the message across and people appreciate your content.

Wondering what type of content you should publish on your website?

There is no dearth of content publishing ideas once you decide to use content marketing to promote your business, whether you want to publish content on your own website/blog or on third-party websites to gain more exposure (and high-quality incoming links).

As I have repeatedly mentioned on this blog, anything that manifests on the Internet can be termed as content. It’s another issue whether it is solving some purpose or not. An image, a link, a blog post, an articles, a social media update, a mindmap representation, your menubar, a video, a screen cast, a product description page, an FAQs page, everything that comes in front of you is content. So whenever you’re publishing something, you’re publishing content.

Many businesses desiring to use content marketing to promote themselves think that content marketing merely means publishing blog posts and articles and then submitting them to various directories (old world) and social networking websites (new world). Publishing blog posts and articles and submitting them everywhere is certainly one of the main parts of content marketing, it isn’t just blog posts and articles that make up your content. This Entrepreneur blog post lists 101 different types of web content that you can use to build your website.

Dos and don’ts of content marketing from The Guardian

Content marketing works for some and doesn’t work for some. The reason lies in particular dos and don’ts that some companies follow and some companies don’t. On the surface level, in terms of the attitude of most of the businesses desiring to use content marketing to promote themselves, there is not much difference between content marketing and email marketing. Spam has been the undoing of email marketing. Lack of analysis and strategy is often the undoing of content marketing. According to a live Q&A conducted by The Guardian here are a few things you should take care of while working on your content marketing strategy. You can use these suggestions as a template or a framework and just like you do with a template or a framework, you need to create something unique that specifically works for your business and your audience.

  • Define your target audience/market
  • Create content that helps you stand out from the crowd
  • Create content that establishes trust
  • Create content around topics that are highly relevant, targeted and useful
  • Create a content marketing strategy that helps you compete with big businesses

Let us quickly go through these individual points.

Define your target audience/market

When you are creating and disseminating content, for whom are you doing it? Who are the people who should react to your content publishing and content marketing? Who is your target audience? This is very important to know. If you seriously want to pursue content marketing then it is going to cost you lots of money and you’re going to have to put lots of effort. It’s a full-fledged activity. The result-oriented content marketing isn’t something that you do in your free time. If you apply this logic, your content marketing is never going to work. So take it seriously and when you take it seriously, you need to know who you’re talking to – the sole purpose of publishing content is to strike a dialogue with the people who will someday become your paying customers and clients (or your followers, or your readers, or your listeners). So it is very important to know who those people are.

Create content that helps you stand out from the crowd

The entire Internet is made up of content. Everything you see on your screen is basically content. You are viewing images, you are reading text, you are watching videos, you are browsing Facebook or Twitter timelines, you are going through your WhatsApp messages – whatever you are doing, you are consuming content. With so much content how do people differentiate you? How do they recognise you? This is why you need to stand out. You need to publish content that sets you apart. It is not as difficult as it may seem initially. You just need to develop your voice, your true style, and then stick to it. Think why people would pay attention to your content. What would make your content irresistible? How does it solve people’s problems? How does it deliver what people really want? In order to understand this, understand your target audience (the 1st point) and understand your own business (seriously, there are many entrepreneurs who don’t understand their own business).

Create content that establishes trust

After all it is trust that prompts people to do business with you. If people don’t trust you, how are they going to give you their money or their support? How are they going to support and promote your brand if they don’t have faith in what you say? Remember that even if they are not your paying customers and clients, people in general are going to play a very crucial role in the promotion of your brand in this socially connected world. So whether you intend to sell to them directly or not, gaining their trust is vital for your business. How do you create content that establishes trust?

  • Post important news that can help people
  • Create content that can improve people’s lives
  • Continuously talk to people through your content
  • Create content according to the feedback that you get from your target audience
  • Respond to people’s queries
  • Curate content that people can use to solve their day-to-day problems
  • Be there when people need to hear from you
  • Become a part of their daily routine (they look forward to hearing from you)
  • Publish content in a friendly language

Create content around topics that are highly relevant, targeted and useful

Sometimes, in order to cover practically every keyword that caters to their niche, content marketers publish content relentlessly. They don’t mind if the content is utterly useless. As long as it is getting good search engine rankings and it is getting attention on social media, they’re fine with the content. Such content may get you lots of traffic and even attention from people, it won’t help you improve your ROI. It won’t get you new leads and it won’t get you new sales. In order to have a truly effective content marketing strategy in place, you have to pay attention to relevance, targeting and usefulness. As mentioned above, is your content actually solving a purpose? Now there is a reason I’m using the word “purpose” and not “problem” because not every piece of content needs to solve a problem. It needs to solve a purpose. The purpose can be making people laugh, making people sad (yes, sometimes that’s needed too), jolt them out of their inertia (environmental activism, for example) and yes, solve their problems. In some way, big or small, they should be a “before content” and “after content” manifestation. If your content doesn’t make a difference, it has no reason to exist.

Create a content marketing strategy that helps you compete with big businesses

That is, if you want. Not every small and mid-sized business wants to compete with big businesses – they are quite satisfied with their current disposition. But here what a mean to say is, with content marketing you can easily compete with big businesses even if you are a small business. This is because content marketing democratises the space; how much attention you get on the Internet doesn’t depend on how much content you can publish and distribute, but how much relevant content that actually touches people’s lives you can publish and distribute. The problem with big businesses is that they cannot be flexible quickly due to their bureaucratic structure. For example, if a blog post suddenly needs to be changed, it can be changed for a small business within a few minutes but for a big business, it may take hours if not days. Similarly, it will be easier for a small business owner to directly talk to his or her customers and clients (and audience) compared to a large business.  

More than 140 characters on Twitter; how is it going to impact content marketing?

Content marketing on Twitter with more than 140 characters

Most people I have come across (especially on Twitter) flinch at the thought of people being able to write more than 140 characters on Twitter. In fact, many believe that a big reason why Twitter succeeds is because of its 140-character-limit. If people are allowed to type more than 140 characters, they declare, Twitter will become just another spam-filled platform where long streams of text will clog the timelines and most of this text will make no sense.

The inherent strength of Twitter is of course it’s short messages. The entire format has evolved around this state of brevity. Even in terms of usability, it is easier to quickly scroll through shorter spurts of text rather than long paragraphs. Yes, images and videos are there that often occupy lots of space, but you can disable them in almost every Twitter app that you use on your mobile phone or tablet.

Twitter would like more long form content published on its website just like Facebook and LinkedIn, according to this Re/Code update. The company is working on building a “product” that will allow people to use the social networking website to post more than 140 characters or long form text. It isn’t very clear whether it will be the users of the “product” who will be able to post long form content while the remaining Twitter users go on using 140 characters, or the facility will be available to everybody.

Longer content means people spending more time on the website and more time on the website means greater ad revenue, or at least this is how the conventional logic goes. Up till now, as you know, long form content is published elsewhere – your own website or your own blog, Medium,, Tumblr and even Facebook these days – and the URL with a small textual description is published on Twitter. So basically Twitter is constantly sending traffic away because the whole purpose of publishing your URL on Twitter is to send people to that URL and consequently, leave Twitter. People are not staying on Twitter longer unless they are engaging in some ongoing conversation. If they come across blog posts and articles on Twitter itself, they won’t have to leave the website.

What does an ability to post more than 140 characters on Twitter mean to content marketing?

In simple terms, there will be another platform at your disposal where you can publish content to promote your business. The true purpose of content marketing is to help people while letting people know from where the help is coming. Marketing messages don’t sell. Relevant, useful content does. So the same philosophy will apply on Twitter when you decide to use its ability to publish long form content for content marketing.

But isn’t it a big hassle to post content on different networks? You might already be publishing long form content on LinkedIn, Facebook and Medium? Of course, then there is also your own blog. After all how much content can you publish?

Personally, I wouldn’t suggest my clients to go for all platforms. For B2B marketing, yes, LinkedIn is important and it is worthwhile to invest in content marketing over there and publishing long form articles and blog posts specifically written for LinkedIn. But for Twitter? I’m not very sure. You may call me a power Twitter user but I mostly use it for political, social and cultural interactions, not for business purpose. For business purpose I use my own blog as well as LinkedIn and I believe the same applies to most of my clients.

Not much data is available regarding how much business Twitter exclusively generates for advertisers and marketers.

Also, I’m not saying that for content marketing you can totally disregard Twitter’s ability to publish long form content. It is hard to predict how everything will evolve. But as of now, even if you decide to post longer blog posts and articles exclusively on Twitter, keep in mind that the audience is used to quickly browsing through shorter updates. The sort of attention people pay to tweets might be totally different from the sort of attention they pay to posts on LinkedIn or even Facebook. So start experimenting with first, one paragraph, then a couple of paragraphs and then maybe a few more paragraphs.

I often suggest my clients to publish long form content on their own website and on LinkedIn and then use their other social media profiles to promote that content. You may do the same with Twitter.

It also depends on your audience. For example if you are an author promoting your books then Facebook would be a better platform and you can start building content over there along with on your own website. If you write business-related books then LinkedIn would be a better platform for you and you should focus on creating long form content on LinkedIn. If your experience of having interactions on Twitter tells you that you are going to get good response by publishing long form blog posts and articles on Twitter, then sure, go ahead.

Is most blogging waste of time?

Is blogging waste of time

At least the title of this article seems to say so. Actually you can say the same with content marketing: is content marketing waste of time?

Okay, I’m going into a loop – is most driving waste of time? Is most reading waste of time? Is most physical work waste of time? Is most studying waste of time?

I personally believe that an activity is rarely a waste of time. The thing that decides whether it’s a waste of time or not is the end result that you achieve. Whether a particular business promotion activity (for that matter, even an enterprise) bears results or not depends on its implementation, execution and targeting. The same is the case with blogging, whether you indulge in personal blogging or business blogging.

There are many businesses that are doing great with the help of their blog. Most of my business comes due to blogging. Yes, it is time consuming and I would rather have an activity that gets me targeted traffic without having to blog every day, but for now, blogging gets the business. The more I blog, the more business I get, the less I blog, the less business I get.

I have observed that with more blogging I get more targeted traffic. It’s not that my clients give me more business because they can see me blogging everyday. It’s because my visibility increases and more people come to know of my services whether my search engine rankings are improving, new blog posts and webpages are continuously being added to the search engine index or more people are having more content from me to share on social media and social networking websites. Whatever is the case, ultimately, I experience an improvement when a blog more. So at a personal level I can never say that blogging is waste of time.

In a blog post titled Why every business should blog Neil Patel shares the following statistics regarding business blogging:

  • 61% of consumers have made a purchase based on a blog post that they read.
  • 60% of consumers feel positive about a company after reading its blog.
  • 70% consumers learn about a company through its blog vs ads.

According to an infographic shared on the same page, websites that blog have 97% more inbound links. Websites that regularly blog have 434% more indexed pages compared to websites that don’t.

Is blogging good for your business? It depends on your targeting, your intention, and your seriousness. Please don’t think that I’m trying to preach, but most business blogging ventures fail because people are not persistent. The problem is not with blogging, the problem is with commitment. Business blogging requires serious commitment, whether it comes directly from you (you writing the blog regularly) or it comes from someone you have hired. Persistence is the key.

5 attributes that supercharge your content marketing

Attributes of successful content marketing strategy

Content marketing isn’t exact science, but there are many attributes that can help you decide how successful it is or what can make it successful. Although every business has its own unique requirements, there are some fundamental attributes that, if followed, can bring you assured success, and these fundamental attributes can also be applied to content marketing. 5 of such attributes are listed below:

  1. What do you want to achieve with content marketing? This is something that I have repeatedly asked through my various blog posts on this website. You need to have a clear idea of what you want to do so that your business or your ideology gets maximum exposure. Every business has, as mentioned above, unique requirements. Although content marketing isn’t exact science, the outcome that you get sometimes can be painfully precise. I remember in the early 2000’s my entire web design business was based on content marketing (although at that time I had no idea what it was) because I was publishing lots of content on my website (it was a compilation of articles as those days we didn’t have blogging as a concept) as well as on other websites about various aspects of web designing and JavaScript programming. Unfortunately, I ended up attracting wrong audience and within a couple of years I had to wrap up my business (there were other reasons also). Why? I had no idea what my content marketing was achieving for me. Please notice, I’m not saying that I had no idea what I needed to achieve (every business needs to attract customers and clients); it’s just that, I had no idea whether my content was attracting the sort of audience I needed or not.
  2. Are you putting your content marketing strategy in place? Again, although content marketing isn’t an exact science, particular actions lead to particular results. The sort of content that you publish and promote draws exactly the audience it should be drawing. The content that you are publishing, the channels you’re using to promote your content and the format in which you are publishing your content have a big impact on the way your content marketing performs. This is where your content marketing strategy can help. A well-laid-out strategy keeps you and your team focused on your main goal. Your strategy helps you decide what your goal is and what you need to achieve that goal.
  3. What are your content marketing success metrics? When you’re driving home from office (or going from point A to point B) what are the signs you look for to make sure that you are following the right direction? You know exactly where you need to take the right turn and the U-turn and the left turn. There is a familiar tree you always observe. There is that house with a peculiar red-tinted roof. There is that front yard with beautiful white roses. These are the signs that tell you that you’re going in the right direction and the same happens with your content marketing strategy if you know what are your success metrics. What are the signs that tell you that you are succeeding? Have your search engine rankings improved? Are more people submitting your contact form? Are more people sharing your links on social networking websites? Are your sales increasing? Are you getting more subscribers for your newsletter? Are more people downloading your e-book? These are all success metrics that you can closely observe while persisting with your content marketing strategy.
  4. Are you are signing definite responsibilities to your team? For a larger and a medium-sized company where multiple people are working on a content marketing strategy, it is important that all the team members know their responsibilities and they have the guidelines and the tools to monitor their performance.
  5. Are you able to maintain a balance between quality and quantity? This is a persistent dilemma faced by content marketers and people responsible for content marketing. You are in a highly competitive field. Your competitors are continuously publishing content and although it isn’t necessarily high-quality content but somehow, they are able to out-shout you and in the process, your content ends up getting ignored. You either spend more money marketing your content and making sure that it reaches your target audience, or you go on publishing high-quality content undeterred by all the noise being created having complete belief in yourself. This works. Striking a balance between quality and quantity. You need both. If you are a well-known brand, you can do with high-quality content and less quantity. But if you are a relatively new brand and very few people know about you, having lots of content is a must, without compromising quality.

Always running out of content ideas for your content marketing? Social media might be the answer

One of the biggest challenges faced by content marketers is constantly coming up with relevant and valuable content writing ideas. In order to succeed in content marketing, you need to churn out high quality content almost on a daily basis (in case you face lots of competition). How do you generate so much content? In one of my previous blog posts I have touched upon the topic in a post titled 10 tips to write high-quality content extremely fast. One of the 1st points discussed in that blog post is that you should always be on the lookout for good content writing ideas on social networking and social media websites like Twitter, Facebook and YouTube, and so says this LinkedIn post.

The writer of the post ominously, but rightly, says, “The longer it takes to write a blog post, the lower your ROI. Improve your process!

What’s that process? In the context of this LinkedIn post, it is the process of coming up with great content writing ideas on an ongoing basis. When you embark upon your content marketing strategy, initially it may not seem such a big deal because you might be bubbling with new ideas. But as you begin to publish daily or even on a weekly basis, you run out of topics and then you need to devise a way to get hold of new topics.

The above LinkedIn post primarily talks about researching on LinkedIn in order to find content writing ideas, but you can use all the platforms available to you. In fact, you can also use Google alerts.

How is print writing different from digital writing?

Difference between print writing and digital writing

By print writing here we mean publications that use paper. Digital writing is of course writing for online publications, blogs, websites and newsletters. What is the difference between writing for the print medium and digital medium?

This blog post, rightly, lists many differences, but some of these differences are not as stark as mentioned in the blog post.

While readers may stare at their computer monitors all day, they rarely focus on a single article for more than a minute or two. That’s why the vast majority of what’s written for the Internet is under 1,000 words. Reading multi-page articles online can be a frustrating challenge, but taking in longform content in print, or at least on an e-reader, tends to be much more enjoyable.

Great longform journalism still gets published on the web every day, but it often comes from outlets traditionally known for print. But considering what it takes to keep up with the speed of news, longer articles just aren’t cost effective for anymore for a lot of online outlets.

There is a client for whom I have been writing 2400+-word articles and blog posts for quite some time now because people believe that long form articles and blog posts are preferred by search engines like Google. This Copyblogger blog post quotes Pandu Nayak from Google search who says (this is a slightly older post):

I’m happy to see people continue to invest in thoughtful in-depth content that will remain relevant for months or even years after publication. This is exactly what you’ll find in the new feature. In addition to well-known publishers, you’ll also find some great articles from lesser-known publications and blogs. If you’re a publisher or webmaster, check out our help center article and post on the Webmaster Central blog to learn more.

Does content writing for the web necessarily have to be short and written as if it is being written for teenagers? It depends on your readers. And it isn’t necessarily teenagers who read short form content. For example, I’m easily capable of reading 25,000+ articles and blog posts on my computer or laptop if I’m interested in a topic, but my wife doesn’t read long articles even if they’re interesting (more importantly, written by me).

I’m sure if you’re writing for the B2B market your target audience too is interested in reading in-depth, analytical webpages that provide all the information they need in order to make a better decision. I have seen camera and smartphone reviews that go beyond 4000 words. So it depends on your topic and the sort of audience you are targeting.

According to the article linked above the moot differences between print and digital writing are:

  • Digital or web articles need a strong hook:
    It is quite difficult on the web to make people read what you have written because choices are plenty online. This is not the case with a print publication because once you have purchased a magazine, a book or a newspaper, your content consumption is confined to that purchase. On the Internet the choices infinite. This is why readers can be a bit reckless when consuming online content. For the print publication, since you have spent money, you take that content more seriously. This is why it is very important to have a strong hook for your online writing so that people keep on reading without abandoning midway.
  • Online articles are shorter compared to print articles: Already explained above.
  • Sourcing and attribution: If you are using pre-existing information or data you have to be very sure you’re using the right resources and then attributing the information to them when you’re writing for a print publication. Although this also happens when you are writing for reputable digital publications, the print publications take this aspect more seriously because print publications already have a system that scrutinises empirical claims with greater severity.
  • Accountability and authority: You need to be sure of what you’re writing when you are writing for print publications. On the Internet you can be a bit lenient. It doesn’t mean that content on the Internet can be of inferior quality, it’s just that if an error occurs, it is easier to correct the digital format rather than the print format.
  • Pitching for new assignments: Comparatively it is easier to pitch for new assignments for digital writing compared to print writing due to realistic as well as psychological differences. Print writing is more conventional. They are used to being very choosy when giving assignments to writers that didn’t work for them regularly. This is not the case for digital publishing. Publishers are more open towards new and relatively inexperienced writers. In fact, with digital publishing you can bypass conventional publishers even when you want to publish a book as you can straight away publish your book these days using services like
  • Payment: Ideally you get paid more for writing for print publications. This is because digital publishing, compared to print publishing, is still new although it has totally dominated the publishing arena. Also, digital publications are quite open to working with newer, less experienced and hence, low-cost writers, which is not the case with print publications.

Although digital publishing has gone mainstream and lots of conventional, print publications are shutting shops because they cannot compete with digital publishing, print publishing is still considered prestigious. Writers, authors and journalists who get published in the print are taken more seriously than the ones that are published on the Internet. I have experienced this personally: when my journalistic articles are published in a conventional, print newspaper, more number of people are awed and impressed and even the newspaper cuttings are saved. Nothing of that sort happens when the same sort of journalistic articles appear in newspapers that are specifically published online.

Is iOS9 web analytics blocking update going to affect your content marketing?

The latest iOS9 update comes with apps that can block not just advertisements but also analytics tools from accessing lots of user behavioural data when using the Safari browser. Content marketing these days depends a lot on analytics like the number of page loads or the pixels where most of the activities take place and the number of clicks coming from different users. Content marketers and business owners use these tools to gauge the efficacy of their content and then make changes accordingly. As content marketing evolves, more and more of it depends on analytics data churned out by tools like Google Analytics, Chartbeat, Inbounce, Optimizely and ClickTale.

All these tools can be blocked with the iOS9 ad blocker apps such as Crystal and Purify. How does this matter?

Although globally, according to this link, the usage of the Safari browser is 12.37%, in the US, it’s share is well over 48.8%. It’s not that everyone who uses Safari is going to block ads and analytics tools, but even if a major chunk does, it can change the way you analyse your content marketing data. This Marketing Land report on the topic explains exactly how it is going to affect the various ad serving and web analytics tools. According to this The Next Web blog post:

These new applications, which are mostly used to block ads, block JavaScript code from loading on websites based on a list that specifies which sources are disallowed.

That means there could be a crisis for marketing tools on the horizon if content blockers gain any sort of traction on iOS. There are hundreds of popular tools that marketing professionals use that could simply cease to be useful if mobile users disappear from their grasp altogether.

Google Analytics is widely used by both large and small companies to measure site traffic and learn more about the type of people visiting — with iOS 9 content blockers, it may become a lot harder to get a real picture of how many visitors are truly browsing a website or learn where they came from.

Optimizely, a tool used by companies to perform so-called ‘A/B testing,’ a method where a percentage of users are selected to see a tweaked version of a site to see if proposed changes perform better, also no longer works when a content blocker is installed.

Without A/B testing tools, companies that leverage such methods to learn about their visitors’ habits will be forced to guess whether a change is working well or not without the hard data that is normally collected before making a tweak.

Publishers like the New York Times, which rely on accurate traffic data to sell advertising may be acutely affected as visitor numbers appear to drop in number, when in reality they’re largely remaining the same.

Is it all doom for content marketing analytics? Not necessarily, according to this Adobe Digital Marketing blog post:

Although this new functionality is making headlines, it is not going to change things overnight. The most important thing to know is that content blockers are off by default. A set of APIs was released with iOS 9 to allow developers to create an ad blocking add-in — there is nothing enabled by default. In this regard, they are actually catching up with other browsers (Chrome, Firefox, Internet Explorer), so the effect should be nominal.

Customers must enable content blocking within Safari’s Settings and then download and use a third-party app that will perform the content blocking for them. As noted in Apple’s pre-release notes, “not all iOS devices are supported that can run iOS 9: only those with 64-bit processors. This excludes the iPhone 4s, 5, and 5c; the iPad 2, 3rd-generation iPad, and 4th-generation iPad; 1st-generation iPad mini; and the 5th-generation iPod touch. All later devices work.”

Data crunching can help you only up till a particular level and after that you have to use your own logic and this is where, it might be actually a good news for experienced content marketing experts who use their own intelligence rather than depending on data analytics tools.



Difference between static, dynamic and interactive content

Difference between static, dynamic and interactive content

Your content marketing strategy often needs to be a steady mix of static, dynamic and interactive content. Yes, content is of different types and every type of content has its own characteristics, and pros and cons. Let’s see how these individual types of content can help you take your content marketing forward.

Static content

Static content never or rarely changes. It remains there on your website for weeks, months and sometimes, even years. It may include your homepage, website pages, eBooks, case studies and white papers, landing pages, videos, PPC campaigns and social media profiles.

Wondering how come videos and social media profiles become static? By static content we don’t mean content that doesn’t move. Although in video things move, but once a video is published, it rarely goes through changes. It is the same story, the same visuals, the same sounds. No matter how many times a person watches your video, it is going to remain the same and eventually, people are going to stop watching it.

Social media/networking profile means the profile, the main page, not the feeds.

Advantages of static content

  • Easier to create.
  • Easier to distribute.
  • Low-cost.
  • Lets you focus on highly targeted groups for better conversion.

Disadvantages of static content

  • Has no repeat value, people soon get bored of it and stop consuming it.
  • Doesn’t get indexed by search engine crawlers repeatedly.
  • There is one-way communication with no intent to engage the audience.

Dynamic content

Dynamic content is constantly updated according to the latest trends, available information and user input. Some examples of dynamic content are your business blog, the RSS feeds, your social media feeds, email newsletters, personalised website content (the content changes if a person is logged in or if he or she has become your customer), A/B test landing pages and syndicated content.

Advantages of dynamic content

  • It keeps your visitors interested in what you have to say by continuously serving them latest and updated content.
  • It gives you higher conversion rate because dynamic content keeps people interested in your website and blog and keeps them coming back to your website repeatedly.
  • Interesting, relevant and evolving content increases audience loyalty.
  • Dynamic content is shared often on social media and social networking websites.
  • It improves your search engine rankings as search engines like Google prefer to visit freshly updated and dynamic content rather than static content that never changes.

Disadvantages of dynamic content

  • Dynamic content is costly compared to static content.
  • Requires complete change in marketing outlook as all your content becomes customer-centric from product-centric.
  • Requires constant analysis because it needs to change and adapt according to its metrics.

Interactive content

As the name suggests, it evolves according to user input. Interactive content is usually not prepared or created by a single person or a single agency and often you have little control over it. Examples of interactive content include your blog comments, people’s comments under your social networking and social media profiles, Facebook updates and tweets, online service, online games and mobile apps, multi-participant webinars, customer reviews and social sharing buttons. Some content marketers also prefer to call it “crowd sourced content”.

Advantages of interactive content

  • Low-cost and easy to set up, for example the commenting section on your blog. Similarly, once you create your social networking profiles and start interacting with people and increase the engagement level, people begin to participate in various conversations, generating interactive content in the process. After a certain threshold level, it is practically set on autopilot.
  • Gives you more social credibility. If more people are encouraged (feel encouraged) to spend time generating content for you it means they are serious about your brand or at least have some serious views (whether negative or positive). It is a social proof of your online reputation.
  • Increases brand loyalty. When people repeatedly interact with you in lieu of generating content for you their sense of loyalty towards your brand increases.

Disadvantages of interactive content

  • You have little control over the quality of the content.
  • Trolls can easily take over especially on social media and social networking websites.
  • Lots of spam can be generated making your entire content marketing counter-productive.
  • It can become resource-consuming in the long run because you need to closely monitor the quality of interactions.

What should you focus on? Static, dynamic interactive content?

It depends on your target audience. As mentioned above, it should be a heady mix of static, dynamic and interactive content and all types of content should follow a clearly-defined path of evolution. For example, you can begin your online presence with dynamic content which is needed to create your presence and improve your search engine rankings. Once you have generated decent amount of dynamic content, you should focus on increasing the number of pages containing static content for consistent information. Eventually, as you become more famous on the Internet, interactive content begins to manifest. When this happens, you not only have to keep up with the momentum, you also need to monitor the quality of your interactive content.