What content can you offer to consumers to encourage them to spend more time browsing your website?
Free content abounds in many forms, so the answer depends on your audience. You know them best and could determine whether they might be more interested in a how-to guide, podcast or webinar.
To get you started, here are seven free content ideas and why they might work for your PR and marketing efforts:
Webinars are great for breaking down a complex subject and exploring it in depth. It also gives your audience the chance to ask questions and have you answer them in detail. For example, if you run a photography business, you could give a webinar on an editing process and turn it into a video for your website.
Have a lot to say? Consider creating your own podcast on industry trends with which your organization regularly deals. The best podcasts follow a format that let listeners know what to expect next. They are also edited to remove any flubs or long pauses.
To establish your authority on a subject, publish an e-book for your audience. You can also turn a series of related blog posts or how-to guides into an e-book.
4. White papers
A white paper is another way to establish your authority on a subject. White papers are usually denser than e-books, as they are used to provide in-depth information. Don’t use one to pitch a sale, but rather discuss and resolve a problem by using examples.
5. Blog posts
A blog is usually the first step in content creation, as well as an easy way to move ahead in search engine rankings. Regular posts can improve your search engine optimization and encourage readers to check your website frequently.
Blog posts do not have to be long; 500 words is sufficient. Remember to include lots of pictures to help tell your story.
6. Video and livestreaming
There are over 1 billion users on YouTube, and live video from Facebook and other platforms are quickly growing. Capitalize on these trends by creating videos for your organizations. Interview an employee or customer, host a Q&A session or share a how-to session. If you are livestreaming, give viewers a behind-the-scenes sneak peek.
7. How-to guides
Successful how-to guides solve a common problem and can be turned into a lot of different content. Many consumers enjoy the do-it-yourself lifestyle and would love to follow along with a guide in order to solve a problem by themselves.
As with any online marketing, regular posting is important. Your audience will come to expect it from your company. Don’t forget that you can reuse content you create in multiple ways. Write a how-to guide, then make a video about it or expand the material into an e-book.
What kind of free content do you publish?