One of the reasons I feel many bloggers and business owners experience writer’s block or fog when sitting down to write their blog content is they aren’t clear on their goal. Understanding these six types of blog content will help you take your targeted keywords and assign a purpose to the content.
When you have a purpose, it is easier to craft blog content that has a unique angle. Unique angles allow you to fill content needs across your sales funnel. The content needs of information seekers is different than someone who has a really good understanding of your product or services and needs to get the final push to take action.
Take a look at these six types of blog content articles and how to use them:
1. Ultimate Guide Blog Content
An Ultimate Guide is a high-level overview of a topic. It helps a reader get the 30,000-foot understanding of a topic and while it gives a lot of detail, it won’t get into the weeds as deeply as a How To or other lower-level funnel content.
For example, you could write an ultimate guide on mountain biking that gives an overview of various topics about the sport. One of those topics could be about bike care. While the Ultimate Guide will give an overview of the topic, you would probably have a more detailed article such as a How To Care for Your Mountain Bike that gets into the weeds of bike care.
Ultimate Guides are often pillar pieces or cornerstone content that feeds into other more detailed topics. Your site may have many Ultimate Guides that build clusters throughout your site as pillars within the big scope of your entire website.
Because Ultimate Guides are high-level content, they are high in the sales funnel and not great conversion tools but do provide readers with what they need and help build trust with readers and with Google’s SEO algorithms.
2. How To Blog Content
How To guides are one of the most sought after search articles on the internet. Think about the last internet search you did and what you needed. I’m constantly looking for quick information about how to do something. How To guides answer specific questions.
For example, I was walking my dog the other day and came across a bird’s nest with four eggs that fell out of the tree. While still walking my dog, I Googled “How to incubate bird eggs.” We are always looking for how to cook this or fix that. The How To blog content solves many of our common problems.
Where a How To guide falls into your sales funnel may vary depending on what your blog is about. A plumber might have “How to Fix Your Clogged Drain” with a call to action to get it done for dirt cheap and keep your hands clean in the process. On the other hand, the bird incubator didn’t really have a call to action. It was simply giving me information.
Common How To formats include:
- How to fix…
- How to cook…
- How to build…
- How to buy…
- How to keep…
- How to stop…
You get the idea. Because of their popularity online, having a good library of How To blog content can help your blog get more SEO traction and rank faster.
3. Buyer’s Guide Blog Content
A Buyer’s Guide is a key part of the sales funnel because it compares different products or services and helps readers understand what the best option for them is. Buyer’s Guides often compare several products against each other but may also include This Vs. That articles. In this type of blog content, you consider the pros and cons of each product, which makes them unique, and provide a list of how you evaluated each product.
Ideally, Buyer’s Guides should be impartial. However, unless you are offering more than one product in the Buyer’s Guide, chances are you will have some level or partiality since you are making money for the sales and probably sell it because you really believe in the product. Just make sure you disclose your business relationships and work hard to find objective pros and cons of all the products.
4. Listicles Blog Content
Listicles are popular and easy to write. As the name implies, they are a list of things with short explanations.
These are usually titles like:
- The 10 Best…
- The 7 Worst…
- 99 of Our Favorite…
Note the different numbers when writing Listicles. People were creating listicles with little content that had relatively no value to readers. Google got a bit wise to this practice and will give SEO love to longer lists compared to shorter ones. For some reason that no one has been able to explain to me, Google likes odd numbers over even.
While you may still see listicles with seven to ten items, these blog articles have more detail between the list headlines. Keep that in mind when building a listicle. Also note that when you’re creating your headers, you have a better chance of Google grabbing a snippet of your list if you number them and put them in H2 headers.
Listicles are good sales funnel pieces if you have products that you can link out to as being great. For example, if you sell hats and write a listicle of the 7 Best Hat Styles for Summer, you have the opportunity to link out to your product pages from the list, driving people down the sales funnel. This blog article is a listicle and while it doesn’t have a ton in the list, it has detailed information in the body between headers giving it substance.
5. Tips Blog Content
Tips are a lot like Listicles in that they are popular search items, get a great click through, and can grab a snippet on Google if you number them and give them an H2 header. The same concept of total items listed applies the same way as in Listicles. The more tips, the better unless each tip has a strong content in between headers.
Common Tips titles include:
- Top ways to…
- 15 options to stop…
- Improve your X with these…
The format is similar to Listicles but your goal is to drive concepts into your readers that there are better ways to achieve their goals than what competitors may be advertising or stating. This is important to your sales funnel because it helps readers understand that you understand their problem and have reviewed all the potential solutions creating a list of the best.
6. Reviews Blog Content
Reviews are very low-funnel content articles that talk about one product or service. Your reader has already learned about the topic in the Ultimate Guide, compared options in the Buyer’s Guide, then gets in-depth details through How To’s, Listicles, and Tips, and is NOW ready to read all the nitty gritty about the best candidate to buy.
Reviews should have very strong calls to action (yes, calls because there should be more than one) that make it easy for the reader to pull the purchase trigger when he has enough information to do so. Don’t assume every reader needs to go through the entire review – this is why there are multiple CTAs. Some readers might just be looking for a specific feature such as dimensions or weight, or merely want to confirm the return process before purchasing.
Provide all the details but make it very easy for your reader to buy the product. Easy doesn’t mean you should be pushy.
Final Thoughts on Blog Content Types
It doesn’t matter what type of blog you are writing, keep the content in a friendly tone and always do your keyword research. Look for inbound and outbound links and spend the time thinking about your objectives before you sit down to write. This makes crafting relevant and converting content much easier in the long run.