Although there are no hard and fast rules to what constitutes great content, it does need to possess several defining features. To be thought of as ‘great’, your content should be informative, interesting, entertaining and well presented.
But this is not all. Content also needs to be well planned and well timed, for maximum visibility and interest. This is why, to produce truly great content, you should always invest in a comprehensive and varied content strategy. If you are embarking on an international SEO strategy, it is best to appeal to as many people as possible within your foreign market with different content types.
How to Create a Content Strategy
Many businesses and individuals opt to use a content calendar for managing their content strategy. A content calendar will give you much more control over what kind of content you produce, and when and where it is published. A content calendar can help you visualise the kinds of content you are producing on a regular basis so that you can focus on the right content types at the right time. A great content strategy should be as varied as possible in order to appeal to as many people within your target market.
Varying Your Content
Content can take many forms, including text, image, audio or video. Which forms you should use will be entirely dependent upon how appropriate they are for you or your brand.
Mix it up with these different content types:
Blog Posts – Your site’s blog should be updated regularly with content about you, industry news and opinions on the evolution of your niche.
Guest Posts – Guest posts enable you to open your blog content up to audiences that have yet to find you. Tell them about yourself and offer them informative, educational and stimulating content that speaks volumes about your brand.
Infographics – People respond better to visual interpretations of complex ideas. Give them something more exciting to look at and create a piece of educational linkable content that will help your content spread far and wide, fast.
Whitepapers – Your content needs to be useful for your target market if you want to engage their interest. Creating whitepapers can ensure they see you as an educational authority within your niche and direct others to your site when they need to solve a problem.
Videos – Video content can go viral if it is done well. But it can also give impatient internet users something to engage with when they don’t feel up to reading lengthy bits of content on complex or dull subjects.
Keeping your content strategy varied is, in itself, an incentive to produce fresh content, and to explore the different possibilities for promoting and growing your brand in new ways. Google looks favourably upon fresh content, and it always helps if that content is liked and shared online by as many people as possible.