Types of Cornerstone Content
Gated (and by this we very simply mean requiring an email before making the content available) content like whitepapers and ebooks are great for building an email database. These are often focused on specific topics and offer deep technical value.
What’s the difference between a whitepaper and an ebook? Whitepapers are generally focused on a specific problem and/ or solution. Ebooks on the other hand can be seen as compilations of whitepapers, offering a broader scope and discussion of complementary themes.
LONG-FORMAT BLOG POSTS
You’ve noticed google’s auto-prompts. Have you also noticed that they are mostly question based? There are approximately 3.5 billion searches conducted on Google every single day. Long format and informative content is a terrific way to help you rise through the search ranks.
These posts don’t simply deliver on their search rank, but help your entire website rank more favourably.
Long form content doesn’t just have to live on your blog. Educational landing pages with key calls to action that drive action are a valuable addition to your digital toolkit.
TEMPLATES AND FREE TOOLS
Have a tool that could make your customers’ digital lives easier? This could be a key point of differentiation. It’s all about offering value.
Once your content strategy boasts a volume of useful and insightful white-papers and long form blog posts, we can start getting really fancy. Shareable content does well in search, and the internet can't get enough data. et enough data.
- See tips to growing your email database with a clearly defined content strategy. Take a prospect on an educational journey that does the selling for you.
- When Tesla is amongst the ranks of the four highest valued car companies in the US, you know you’re in a tech bubble.
- It’s unintuitive how a team that is supposed to be heading in the same direction are on so many different pages.
- Are you designing your content to be consumed? It's time to rethink information architecture and it's applications within your web copy.
To Gate, Or Not To Gate? That Is The Question
A balanced content strategy will bring a mix of both gated and un-gated content. Both approaches serve different purposes depending on your business strategy.
A gated offer is an important facet of any lead generation strategy. It’s the attraction that incentives your website visitors to fill out your forms, and convert into leads.
In saying that, we all know that delivering value is good business. Un-gated cornerstone content builds your brand authority, and endears you to your customers.