When creating content for your site, always remember the adage, "don't try to shove a square peg into a round hole." pic.twitter.com/HVR1AEV8Iw
-- Northcutt (@northcuttHQ) September 9, 2014
For me, writing comes as easily as breathing. It's something I've always done, ever since I was old enough to pick up a pen. Because of my incredible aptitude for the written word - and my admittedly poor capacity with other forms of media - deciding what sort of content would be the best fit for my site seems a rather easy choice, no? It's whatever comes most naturally.
That answer doesn't necessarily work for everyone though - or even for me, really. See, what I've written above paints a remarkably simplistic picture of website management and optimization. While it's certainly true that you should stick to whatever format you're most skilled at working with, there's also something to be said for branching out and trying something outside your comfort zone - particularly if it'll improve your site and increase your readership.
Mold Your Content Strategy To Fit Your Ideas
Obviously, there's going to be stuff that works better for you - content that meshes better with your style, attitude, subject matter, and target audience. Choose the right content, and you could very well see your pagerank soar. Choose the wrong content, and you're basically wasting your time.
"Different content types suit different brands in different ways," writes Neil Patel of Quicksprout, "If you don't think that a certain type of content will serve you, no problem."
So...how can you determine what's the best choice for your website, your brand, and - perhaps most importantly - yourself?
First and foremost, make sure whatever content type you choose fits the message you want to deliver- select a medium after you've already figured out what it is you want to say. You should, as Patel puts it "think of content not in terms of types but of ideas. The idea is primary."
Everything else follows after.
Build Your Ideas To Fit Your Brand
Now, developing an idea for new content isn't just a matter of working out something you want to say and belching it out onto the web. As we've already established, you need to make sure it fits your brand before you get too gung ho about it - you wouldn't, for example, post memes on a professional finance blog, nor would you write up a how-to post on an editorial site.
So as much as you might want to do either of the two, you shouldn't. "Your goal," explains Daniel Kosir, "is to write content your audience will love, not that you love making." To that end, there are a few questions you need to ask yourself whenever you're thinking of adding a new delivery format to your website or blog:
- Who is this content for? Who visits your site, and who might be interested in discovering it?
- Why does your audience keep coming back? What about your site draws them in?
- How do your users generally access your content? Do you serve a primarily mobile audience, or are most of your visitors using desktops?
- What is your area of expertise? Do you have something you're known for within your industry? How will the new stuff fit with what's already there?
Develop Your Brand To Work With Your Content
With all that put down on the page, there's only one thing left to say - ultimately, there's no such thing as a 'holy grail' in content marketing. What I mean to say is that there's no singular format, medium, or mode of content that's absolutely perfect for a particular brand - even if it's perfect for you as a content creator. Keep that in mind - and never be afraid to try new things.
if you're really keen on publishing podcasts, doing up interviews, or recording video to put on your site, do so. Don't let the advice I've laid out here stop you. This article is really more a set of guidelines - at the end of the day, you know what's best for your site better than anyone.