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What Kind of Content Should I Be Posting on My Website?

It’s no secret that search engines love content that’s optimized, engaging, and relevant to your industry. But remember — robots aren’t the only ones reviewing the information on your website. Creative, credible content can also help set you apart from your competitors, gaining you loyal customers and brand followers. Whether you’re a Fortune 500 company or a lean start-up, strong content can help you generate leads, convert browsers into buyers, and encourage referrals following the sale.

The trick is knowing what kind of content you need to produce in order to initiate and nurture client relationships.

Build trust with better content

According to a recent study by Focus Research, companies should use a mix of content types to attract customers, depending on the type of business they operate. Blog posts, white papers, research papers, and infographics all offer unique opportunities to engage and build trust with your audience.

But what if you want to shake things up a little bit? Here are three unconventional ways to create content that attracts attention to your company.

1. Create a competitive analysis

You heard that right. Publish a downloadable document to your website that compares your product or service to a competitors’. Today, most consumers begin the buying process by Googling information on products or asking advice from friends on Facebook and Twitter. Publishing content that clearly explains how your product measures up (and outperforms) your competition will make it easier for potential clients to appreciate what your company has to offer.

Industry insider tip: According to TechTarget’s 2009 Media Consumption Benchmark Report, technology consumers are especially receptive to competitive comparisons. This report found that technology companies seek out content comparing a vendor’s offering to the competition as they get further along in the decision-making process.

2. Don’t shy away from controversy

A little controversy can give your company’s blog a big boost in readership, but only when the topic is well executed and properly researched. This means quoting reputable sources that support your argument and lend validity to your stance. When done properly, controversial content can increase engagement and brand awareness, as well as drive traffic, comments, and inbound links to your website.

3. Use your FAQ page properly

Never underestimate the value of the frequently asked questions (FAQ) page on your website. When executed properly, your FAQ page can help enhance your customer service and communicate your brand value.

Unfortunately, many companies seem to go out of their way to avoid answering questions that could open their product or brand up to criticism. Of course, these are exactly the questions every company should address. Publishing this kind of content to your website is your first line of defense against negativity and skepticism. Be transparent and address any uncomfortable issues up front. Your customers will appreciate your honesty.

4. Interview an expert

Running out of interesting content ideas to incorporate into your blog or website? Then why not ask an expert for their opinion? Interviews are a great way to provide your readers with a fresh perspective on a popular topic. If you’re lucky, you might even learn a thing or two yourself!

At the end of the day, the goal is to develop content that your audience finds useful. Quality content can position your company as an industry leader and a reliable source of consistent, credible information.'s free ebook about business blogging.