The phrase positive content came into use relatively recently. This collective term includes several characteristics and can be related both to advertising materials and to popular and educational sites addressed to children and youth. One of the most striking examples is the eponymous contest-rating of informative and safe in all respects sites. The main mission of this annual event is to encourage website creators to develop new Russian-language projects, and their young visitors to be creative and active in life.

Quality content

Internet content focused on the promotion of goods and services has at least one similarity with this wonderful project - the most significant indicator of its effectiveness is also motivation, only in this case it makes itself felt in the form of a call to make a purchase or use some other commercial offer. The result largely depends on how positive the content is. It's no secret that people's emotions and the ability to direct them in the right direction are one of the most important components of the advertising business. At the same time, methods of promoting goods and services are regulated by legislation, according to which such methods as intimidation or any other pressure on the psyche of potential buyers are clearly taboo. Considering that the marketer's toolbox is not as diverse as it might seem at first glance, positive emotions represent the most accessible of the almost win-win means. It is for this reason that entertainment sites are one of the most popular platforms for advertising. One should not lose sight of the informational content of the selling material, without which today it is unlikely that it will be possible to achieve high performance sales. According to statistics, buyers are primarily interested in the following items:

• Benefits of this particular product
• Price policy
• Main criteria and parameters

The selling text should not be too detailed, the benefits and characteristics of the product can fit into several sentences; get an idea of pricing policy can be at the lowest and highest cost, it is desirable to place a link to the price list in a conspicuous place.

What Search Engines Want

Truly high-quality content implies the coincidence of the interests of potential buyers with the requirements of search engines, which today include a number of new criteria that affect the ranking of the site. Some advantage in the issuance is given to sites whose content indicates a geographical location; for residents of the same region, they will always top the list for a particular request. Popular search engines also take into account factors of external influences, such as likes or tweets, as well as comments and reviews, especially those with a link to the source. The structure of the site also matters, today sites containing directories and subdirectories are held in high esteem. At the same time, one should not delve too deeply into niches so as not to complicate navigation for users, the “three-click rule” known to many optimizers continues to be relevant.

Informational content - information in any form that gives an exhaustive answer to a user's question or tells about something. Information content includes:

• descriptions of goods in the cards of online stores;
• articles “How to reinstall Windows”, “How to pour a concrete floor”, “Why do we need to grind a log house”;
• cases of marketing agencies;
• blog articles with personal reflections;
• news content;
• and many other types of content.

Information content helps or another platform indirectly and helps in the eyes of customers, if and detailed answers to the most FAQ. Information will benefit you if you publish really useful, relevant, understandable materials.

Social networks (SMM).User in in social networks concentrates on one object for an average of 8 seconds, so the short format prevails here. Information materials are presented in the form of small posts with interesting facts, separate pages with large articles or guides, infographics or videos. Now the new one is very actively used.

Other sites. Can be placed information content in the media, in visited blogs, news sites and other sites. Such guest posts will bring visitors to your site, increase brand awareness, help you make yourself known and expand your target audience.

The role of information content in promotion

Informational content helps to promote not only the site, but also the business as a whole. With it, you can:

• bring the portal to the TOP of search engine results by high-frequency, medium-frequency or by publishing optimized for keywords materials;
• increase brand awareness through frequent sharing of useful materials, viral publications, growth of natural traffic from search engines;
• increase the level of expertise in the eyes of readers by publishing their research, cases, real examples from practice, checklists, answers to difficult questions.
• tell more about the product, service and their benefits, give examples of the use of the product or service in order to increase the reader's interest in your offer.

In the complex, namely - information content - increases the number of sales. If you keep posting useful materials, traffic to the site, profile or group will increase. New customers, buyers or readers will appear.

Vivid examples of the effectiveness of information content:

• blog site builder Tilda with useful articles, guides, instructions on the topic of Internet marketing;
• Elena Torshina with publications of original materials on her Torshinsky site;
• website of the Clean Line trademark with life hacks, make-up secrets and other useful materials.

Creation of information content

To create really useful and high-quality informational content, you need to:

1. Define target audience and find out what they would be interested in reading about. To do this, you can use the company's customer survey forms, discussions in social networks or the latest trends in the sphere.
2. Collect material. Depending on the format, collect facts, research references, test the product, or prepare detailed description your opinion.
3. Create text, image or video. Write concisely, to the point, without being distracted by minor deviations from the topic. This will make the materials rich, short, interesting.

Other companies or authors can be involved in the creation of informational content so that they write guest articles or publish on your site under their own name. You can also write your guest posts on popular sites.

Information Content Examples

And now let's give examples of informational content on the site that sells like hot cakes.

How do you use informational content? Do you think it is effective? Share your opinion in the comments.

Content is the content of your site. It can be represented by texts, videos, articles, press releases, blog posts, news, infographics and other forms.

Content is conditionally divided into three types: selling, entertaining and educational (informational). It is the tool with which you achieve your goals. For example, to cut bread, you will not take a chainsaw, but a special bread knife. So it is with content. If you need brand recognition, create funny or educational videos featuring your product, for example. Users will share videos with each other, and your product will seem a little familiar to them.

Pictures, videos and only then text attract users most effectively.

Set goals first, then choose a tool.

Let's take a closer look at what each type of content looks like, where and in what cases it is used.

Selling content

Its purpose is to sell your products or services. Selling texts identify the problem of the buyer and offer a solution with the help of your product.

Should take up approximately 30% of all content.

Text is a silent seller on your website

• Refuse complex terms and abstruse long explanations. Write as if you are talking to friends or acquaintances.
• Think in advance what your future buyers might disagree with. In the text, try to answer their objections and questions. For example, readers may find that the price of your ATVs is too high. Offer options for buying in installments or credit, promise a discount on the “Bring a friend” promotion or split the amount into smaller parts “For only 100 rubles a month you will receive ...”.
• Do not write: "We make quality dresses." Replace phrases like this with specific properties and benefits for the reader: “Dresses retain vibrant color even after 30 washes.”

Creation

There are several ways to create selling content. Typically, texts are written according to the AIDA model, where each letter represents a key action. You need to draw attention(attention) arouse interest(Interest) arouse desire(Desire) and call to action(Action). Attention is drawn with the help of the heading, the first paragraph arouses interest. To call the desire to purchase a product or service, the main part of the text is used, and the last paragraph or the “Buy / Order / Subscribe” buttons call to action.

There is another structure for presenting information - ODC. it sentence(offer), time limit(deadline) and call to action(call to action).

It looks something like this: “Wedding dresses from 5,000 rubles. The offer is valid until April 30th. Call right now at +7 999 999 9999.”

Headline, ad, sales pitch, product description - almost all texts can be written based on this model.

Where is selling content used?

• landing pages ( Landing page, landing pages, one-pagers).
• Commercial offers.
• Texts on home page.
• In promotions, discounts, advantageous offers.
• Texts about services.
• Texts for catalog sections.
• Descriptions of goods.

Entertainment content

The bomb that blew up the internet

Entertainment content takes up approximately 20% of the total volume.

Such content does not lead directly to sales. Its task is to ensure audience coverage and recognition of your brand.

No sense of humor or do you think your company is too serious to flirt with customers? Entertainment will not damage your image and reputation, it will only bring you closer to potential buyers. And they will appreciate your ability to speak the same language with them.

Even useful and boring information can be presented in a modern and bright way in the form of pictures or infographics.

To embed entertaining articles and posts into your post pipeline, target your audience. Who are your clients? What kind of humor will they appreciate? Will they enjoy subtle irony more than a selection of anecdotes? By answering these questions, you can choose the style and content of this type of content.

Types of entertainment content

• trending memes.
• Jokes about your product or the area in which it is used.
• Interesting Facts.
• Polls and tests.
• Infographic.
• Contests and sweepstakes.
• Quotes.
• Joint marathons, flash mobs.
• provocative statements.
• Selections of pictures- demotivators.
• Funny video.

Educational (informational) content

Useful content is the key to successful customer acquisition

Educational content helps solidify your status as an expert in your chosen niche, expands your influence, and is great for engaging. target audience. It is consumed by people who are already interested in your product. Sometimes they need to solve problems, and your product can help.

Information content occupies approximately 50% of the total volume.

It helps to build the trust of the buyer, reader, client. For example, your company is engaged in frame construction. On the main page, in the "About us" section and in the descriptions of services, you have placed selling texts.

On social networks, you post jokes, videos, and funny posts like “10 phrases we say when we hit our finger with a hammer.” And on the blog you write informative, useful articles about frame construction: comparative tables of materials, the advantages of different types of insulation.

Readers think something like this: “Hmm, and these guys from K-stroy know a lot of the intricacies of frame construction. It is logical to say so, the arguments are given. They probably do it well. Well, where is their price?

Educating your customers helps create a need for your product.

Types of educational content

• Expert opinions.
• Market analytics.
• Detailed guides and instructions on your or related topic.
• Reviews of goods, sites, materials, industry events.
• Branch news.
• Expert opinions.
• Video instructions.
• Collections of books.
• Trainings.
• Booklets in PDF format.
• Translations of foreign publications.

Such materials are appropriate in your site's blog, social networks, video hosting sites, online publications. There you can post last news and trends in your industry, share your successes, turning them into life hacks, post useful guides.

When choosing where and what type of content to publish, be guided by the interests of readers, their problems, needs, fears. Keep a balance between all types, do not be afraid to introduce new ones, constantly alternate the forms of submission of materials. Don't forget your goals.

Greetings, my Dears. I have already written more than once that content drives and that it is the key to the success of your projects. But I rarely talk about what content is, what types it comes in, what features and purposes it has. But this is also very important! Therefore, today I decided to dedicate my article to the king of Internet projects - content.

In fact, you can talk about content forever. But as part of today's post, I will only talk about the main types of content that you need to use on your blogs.

What is content?

Word " Content"comes from the English word" content", which translates as " Content«.

Respectively in content marketing this concept stands for any kind of information that is on the site. In other words, content is the material of any site (stuffing), for the sake of which visitors come to the site.

As I wrote above, content is the basis of any Internet project, be it a website, blog or information product. And such factors as attendance, subscription and client base, and, accordingly, earnings depend directly on it. That is why it is very important to treat content with all your heart and make as much effort as possible to create it.

It's no secret that search engines used to rank sites based on factors such as article optimization, such as spamming. bold selection, buying links, etc. Now such actions not only do not work, but also allow to aggravate the situation. Currently, search engines pay attention to on the quality and usefulness of the article!

Another factor that depends on the quality of content is user behavior, i.e. behavioral factor. After all, if your material is uninteresting, then with a high probability the user will immediately leave the blog, and most likely to your competitor. And if the content is useful and interesting, then there is a certain probability that, in addition to studying this material, the visitor will also go to other pages of your blog.

We figured out the concept, now let's move on to something more interesting, namely, what are the main types of content that exist and what is the purpose of each of them!

And already each of these groups contains several more species. Let's take a look at each of them. And we'll start with a group called " Text which every blogger is already familiar with.

1. Text article– absolutely everyone is familiar with this type of content, because it is he who is most in demand and relevant today. Essentially to this species include media-style articles. Text, text and more text.

2. Technical article- this type is also familiar to everyone and is no less used in blogging. This type includes articles that are devoted to some technical issues, for example.

3. Interview- are used much less frequently than the previous two types, but in fact they are no less effective in terms of providing important information. You can read more about the interview.

4. Reviews- a type used in rather narrow topics, for example, on sites with reviews of electronics or cars. But also, it can be used in other subjects, but much less often than all the previous types described by me.

5. Polls- this species does not quite belong to this group, but still it should not be overlooked. You can use both poll posts only, and write text or technical articles using a poll inside a post. This allows you to collect the information you need without much effort.

We have successfully dealt with the first group, now let's move on to the second, which has the name " Video". What is included here and what purpose do they have?

6. Video podcast- is used most often in a field such as, and very rarely in blogging, although it is a pity. This type consists in the fact that the author of an Internet project records a video clip, where he himself records a certain topic for his readers, visitors or clients and gives an answer to the question posed at the beginning. This type perfectly complements a text or technical article!

7. Screencast- a more commonly used type, which consists in the fact that the author records a video from the screen of his computer or laptop, for example, a slide presentation, where he again talks about the topic and gives an answer to the question posed. This type is often used both in blogging and in the information business and is intended, as I said, to educate the visitor on a particular topic.

The third group is called Audio” and contains only one main view.

8. Audio podcast- in fact, this type is very similar to the two above, but differs in that it is recorded only on a microphone, without using a video camera or recording from a computer screen. That is, again, you talk about the topic with your voice and give an answer to the question posed, but already simply in audio format.

And last but not least used group " Graphic arts“, which is practically not used separately from the “Text” group, because It is in the aggregate that it has indescribable advantages over others.

8. Images- this type includes ordinary images in posts, for example, as in this article, diagrams, drawings, photographs and animations. Here I think there is no need to tell anything, everything is already painfully familiar and understandable.

9. Infographic- but this species has recently become more and more popular, and for good reason. An infographic is a specially drawn image that allows you to fit an article of any size in the form of clear and short diagrams, notes, pictures, etc.

So we have sorted out with you what content is, what types it comes in and what purpose each of them has. Now is the time to move on to how to create content for your Internet projects in the most correct way so that they bring maximum benefit.

The most important rule that applies to all types of content, which must be remembered once and for all, is that content should be as useful as possible for your readers. Now many will say “Yeah, I just discovered America” ... Yes, this rule has already been tortured to the point of horror and it is spoken at every step, all and sundry. But why? why then do many still write disgusting articles, record terrible videos and post clumsy infographics!? Understand that if you want to achieve great results in blogging, educate a thousand people, then start with yourself, start by educating yourself! Learn how to write cool articles, learn how to record useful screencasts, buy a quality camera and start recording videos, etc.

And only after you educate yourself, only then proceed to educate others! That is when you will truly succeed!

Say STOP to rewriting and other theft of other people's content! Create your own unique content and take Russian blogging to the next level!

And you can read more about writing articles in my other article, the link to which I gave a little higher.

Conclusion

On this I think it is worth ending this article. If you have read it from beginning to end, please leave your comment below. Or, if you have any question, ask it, also in the form of comments below. I will definitely answer it.