Unique content

Content must be unique to convince search engines and readers. Having unique content does not mean that the same information cannot be found on another website, but simply not in that exact form. Duplicate content is the opposite of unique content. Apart from copyright infringement, the Google algorithm can also recognize text and passages with identical wording and rank them as low-value content.

Content formats

Text is the most common form of content. From guides and news reports through to product descriptions, the written word is still the leader among content types. But text content alone does not produce a pleasant user experience, which is why graphics and other image content belong with (almost all) text. Video content conveys a great deal of information in a flash. While moving images were still something special in the content mix up to a few years ago, now they are a necessary element in the communication flow from companies to consumers. Audio content such as podcasts are also an integral part of the content portfolios of ever more brands and publishers.

Content marketing

Content marketing is a means of attracting customers by providing relevant content. Instead of persuading customers to want things, as is often the case with traditional advertising, content marketing is intended to satisfy needs. The content should, for example:

• solve problems
• advise
• inform
• entertain

In search of answers to their questions, the target group then ends up on the customer’s channels. Content marketing is therefore a component of inbound marketing. In order to increase the number of users who find their content, most companies also use content seeding across their own social media channels or with the help of influencers with a large reach.

Removing barriers: accessible content

Content must also be accessible. For example, image descriptions and alternative text for photos and graphics are now standard. A lot is happening with video content as well: subtitles and audio descriptions ensure that individuals with a visual or hearing impairment can also consume the content. More and more companies are contributing to inclusion by defining accessibility standards.

Content commerce: content in e-commerce

Interesting and helpful content along the entire customer journey is of fundamental importance in e-commerce. From research and purchase advice through to support during product use, the brand or online retailer is there to help the customer. Content marketing becomes part of the purchase experience and binds users through useful advice and support.