Creating content for digital objectives



This guide will help commercial organizations understand the different content types and identify which ones will help achieve strategic goals.

Content isn’t just written copy but can include a mix of styles, mediums, and assets. From visual to audio, creative to informative, content provides the foundation for your commercial website to engage with your target market, influencers, and your customers. As a result, you need the right content to sit on your company’s website, third-party websites where your target audience is active, and social media platforms.

For the purposes of this blog, we are going to consider four types of content: optimized ranking content; optimized on-site content; link acquisition content, and brand awareness content.

Content marketing and digital PR tactics are used in every content type to achieve different objectives.

We have focused on these four types of content for two primary reasons:

  1. They are the main types of content that commercial organizations produce.
  2. They are frequently confused. By categorizing them in this way it will help business owners and content creators understand the purpose of their content in line with their aims and KPIs, as well as how to create, launch and measure their success.

This isn’t to say that the content pieces can’t overlap, i.e. a piece of optimized ranking content could acquire quality links, but is unlikely to do this on a significant scale and would not have been the original aim of why the content was created.

Optimized ranking content

Aims

Content that has the primary aim of improving rankings for key phrases through informative, topical, and optimized content.

Benefits

  • Improve website rankings for target non-brand keywords
  • Generate high quality organic traffic
  • Generate warm leads
  • Could provide a linkable asset to outreach.

Example

A travel company produces a guide on what to pack for a weekend city break:

Optimized on-site content

Aims

Assertive, sales-driven homepages or landing pages which highlight products and services through persuasive copy.

Benefits

  • Improve website rankings for target non-brand keywords
  • Generate high-quality organic traffic
  • Drive sales and conversions.

Example

A company that sells women’s dresses produces informative landing page copy on maxi dresses.

Link acquisition content

Aims

Content with the aim of generating authoritative and relevant links to the site from tailored content that appeals to target publishers

Benefits

  • Improve domain authority
  • Create natural and authoritative link profile
  • Close competitor link profile gaps
  • Drive traffic from authoritative publishers
  • Widespread coverage from a diverse range of publishers.

Tactics

Industry newsjacking, thought leadership content, digital PR campaigns, snackable curated content, linkable asset creation, events, interactive landing pages, creative, video.

Example

A home insurance provider creates a data-led piece looking at the safest cities based on crime rates, local hazards and weather conditions:

Brand awareness content

Aims

Generate traffic to the site from content reach and virality, and increase overall awareness of the brand online.

Benefits

  • Widespread coverage from targeted publishers
  • Qualified traffic from PR activity
  • High reach across variety of channels
  • Natural and authoritative link acquisition
  • Increased search visibility
  • Engagement with target market.

Tactics

Thought leadership content, digital PR campaigns, industry surveys, snackable curated content, linkable asset creation, events.

Example

An airline produces a campaign around cabin crew revealing the most outrageous requests while in the air:

If you have questions for us or would like to talk about your content strategy in more detail, please get in touch, we’ll be happy to help.