I think it’s safe to say that in light of continual updates (poundings?) from Panda and Penguin,content marketing is all the rage in online marketing circles right now. While some have been forced to march the content marketing path due to these updates, others have been far ahead of the curve and have for quite some time been producing excellent content that attracts customers and natural links. For those just accepting that content is a must I wanted to spell out the three primary types of content that every company should create and have on their site where appropriate. While I know there is a plethora of specific content forms (infographic, meme, whitepaper, video, summary or abstract, etc.) and objectives for these depending on the situation, I think there is value in seeing the forest for the trees in the content marketing world and looking at the broader types of content requisite for success.
As such, I would propose that very broadly there are three types of content required for a successful content strategy. These types include content designed for link attraction, content specific to your product or service and finally content geared towards your target market or audience. Each of these plays a different role and the mix will vary based on the campaign or business, but never should any one type be completely neglected or exclusively used. Let’s take a look at each type and some examples.
Via Russ Merz, Ph.D.