Dear reader, I have an axe to grind, a soapbox to leap upon, I’ve got a tiger by the tail.
What’s my beef?
Many companies spend a huge amount of time and resource creating wonderful content to engage, inspire and delight their web visitors. Trouble is, most of it lives on their blog or a resource section of their site.
This sort of content is of course important – in order to rank you do need content which attracts links and social shares. But it’s by no means the only sort of content you should be investing in.
You need different types of content for different purposes – we talk a lot about content for links and social shares in the industry, however I fear we’re in danger of ignoring the other types of content, and they are equally important.
Today, I’ll be taking a look at some of those content types and sharing some great examples:
Content to build trust
Why do you need content to build trust? People don’t buy from companies they don’t trust.
Below are some of the sorts of pages which help build trust:
Your about page should tell your company’s story. It should explain why you exist, what makes you tick and so on.
Innocent do this really well:
They explain plainly and simply what it is they do – “help people to do themselves some good”; “make natural, delicious, healthy foods that help people live well and die old”. They also explain how they got started.
There’s also a timeline:
Additionally they link to further information about sustainability, and there’s a page about their relationship with their (potentially controversial investor) Coca Cola.
As a consumer reading these pages on the site I get a clear idea of what the company is about, what they’re trying to achieve and they seem warm, open and friendly. These pages make me like the brand even more than I did before.
Meet the team pages
Here I like to see people’s faces and I also like to see a little personality. I love what Etch have done:
Content to move people from ‘interest’ to ‘purchase’
Product pages are the pages primarily responsible for driving a consumer to actually purchase something; and yet, all too often their content is bland. Or lacking in relevant detail. It fails to persuade. Sometimes it appears not even to have been written by a native speaker of whichever location the content is targeting.
Here you have storytelling, plus a healthy dose of wit:
“And on a clear day, you can see up to 40 miles in every direction. As well as local landmarks such as St Paul’s, the London Eye and the Houses of Parliament, you can witness the outer reaches of Balham, Braintree and Tring (if you’re lucky).
Telescopes are provided on certain floors so you can have a right good ogle.
And we recommend an evening visit to experience a glorious London sunset, plus the added bonus of seeing drunk city workers trying to find Liverpool Street station, while eating an ill thought out Subway sandwich.”
I’ve previously devoted an entire post to asking if your FAQ pages are snatching defeat from the jaws of victory so I don’t want to dig too deep here. However Bandcamp remain awesome at this, check out this from their FAQs:
How do I make the embedded player autostart?
Welcome home! We trust your 8 year expedition to the heart of the Amazon was a great success. SO much has happened since you left. The first Delawarean was elected Vice President of the United States, the Chronicles of Riddick defied box office expectations, and tabbed browsers became commonplace. As a result, many web enthusiasts now open tabs as they surf. Autostarting media players don’t play well with this behavior, since they put you in a position of wondering whoah, where is that sound coming from and then force you to play find-the-tab-making-your-eardrums-bleed. AUTOSTART IS EVIL is a fairly common refrain nowadays, and who are we to disagree?
This makes me love Bandcamp so much I’m thinking of starting a band just so I can make use of their service.
Content to recruit employees
The content that you have on your site can also affect the people you attract to come and work for you. I’m guessing you do want the best employees, right? Not the just the dross that no one else wants.
People need to understand your company’s culture in order to figure out if your company would be a good place for them to work. This really ought to go without saying, but just in case – you do know you can’t just make this stuff up, right? You actually have to have a company culture in order to have a company culture page. Oh and your company culture page needs to accurately reflect the culture in your company.
Moz do a great job of this:
Are your job ads creative? Do they really reflect who you are and who you want to employ?
Rather than write a traditional job ad, The Onion released fartscroll to attract a Front End Developer – pretty smart, huh?
And so dear readers, over to you – got any examples of great content which sits somewhere other than on a blog or resource section? Know of a company who’s creating killer content for their product pages?
Do let me know via the comments