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  Content is king. However, not everything and anything can pass for content. Many businesses make the mistake of creating tasteless, non-convertible content. Many people create long academic, all-too-serious essays or writings in the name of content. Qualities of good content is that it is entertaining and can generate leads.
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The big truth is, content is at the heart of your marketing strategy and your brand needs large amounts of it to drive many areas of the business. Content takes various forms, which includes engaging with customers, reaching new target markets and building brand awareness to provide value and converting leads. Content has multiple roles to perform. Creating content can be tedious. It involves consistency and creativity. However, with the right set of formats, you can create a great content strategy. In this article, I recommended six content formats that help you generate and convert leads.
  1. Blogs
Blogs are the most widely used content format on the internet. Have you ever visited Thrive Global, Inc., Entrepreneur or Connect Nigeria? These blogs are perfect examples of how you should develop content around your brand. Blogs are places where we share brand stories and useful tips from which your audience can benefit. The beautiful thing about blogging is that it can be created when inspiration strikes. It can also be developed through research. But the difference between blogging and research is that blogging is not all too serious and academic. It is purely to entertain and at the same time educate. 
  1. Well-presented Data
Ordinarily, stats, graphs and charts often sound dull, however, when presented in an infographic or interactive form of content, they can become very effective. Creating infographics as a form of content can save your audience the time of reading. With the right fonts, colours, and the information it tends to pass across, it can be a way to keep your audience entertained. Data also gives tremendous link-building opportunities, as other sites point users toward your visually-interesting content. When producing graphic representations of data, make sure it’s done in multiple formats so that you get the most out of it. You’ll need different shapes, sizes and materials for various uses, including hosting on your website and sharing across social media.
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  1. Listicles
Listicles are another content format that has been tried and tested. Its accessibility makes it a very interesting way to present your content. Users can check out the subheadings and get an overview of the content before deciding whether to read it in more detail. They’re also incredibly shareable on social media, meaning they work hard when it comes to getting your brand out there. When it comes to creating listicles, you must follow these easy steps to create the desired impact. 
  • Catchy but not click bait-driven headlines
  • An introduction and conclusion
  • Subheadings formatted with the appropriate H2 and H3 tags
  1. How-to guides
Contents are all about educating your audience in a simplified manner, and how-to guides are the best way to go about creating content you can replicate over and over again. How-to guides can take several forms, including written step-by-step articles, diagrams and even videos, depending on the resources available to you. Ideal How-to guides should be easy for your audience to follow and break the task down into manageable stages. It is important to have your audience in mind while creating this type of content, and don’t assume prior knowledge, as that’s the easiest way to alienate your customers.
  1. Authority Content
Rather than writing anything and everything, the best way to build your brand is by leveraging what you studied in school or some training you undertook. Authority content is all about creating content from specialised knowledge on a subject that sets you apart from your competitors. The perks about authority content are that search engines like Google are designed to look out for it and reward websites dispelling this type of content with improved rankings in search engine results pages (SERPs). The challenge with authority content is that it is time-consuming and depends on credible sources to develop. However, authority content stamps your brand as a go-to space for anyone in search of vital and credible information. When your content is authority-oriented, it can make your brand stand out. Featured image source: Crazy Egg
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This article was first published on 3rd March 2022

nnaemeka-emmanuel

Nnaemeka is an academic scholar with a degree in History and International Studies from the University of Nigeria, Nsukka. He is also a creative writer, content creator, storyteller, and social analyst.

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