Choosing the Right Format for Your Content

Contrary to popular belief, getting it right with killer website content isn’t only about producing and publishing. Instead, the actual layout you choose for the content you share could make all the difference.
Which is where things get somewhat confusing, as what represents the most outstanding layout for one website could be entirely inappropriate for the next.  As such, it’s important to be mindful and proactive when it comes to content format, rather than simply making things up as you go along.

So regardless of what type of online business you run, proceed in accordance with the following four tips and chances are you’ll hit a home-run:
1. Know Your Audience
First of all, the importance of knowing and understanding your audience cannot be overstated. If you produce content that is of no interest or value to your target audience, it’s game over. But at the same time, the same can also be said for quality content published in a manner your audience cannot get on with. You need to carry out as much research as necessary to determine what works and what doesn’t with your particular audience. Infographics, heavy use of visuals, animations and so on – the uniqueness of your target audience will determine how you should go about presenting your content.

2. Understand the Buyer’s Journey
Much as it often comes across as a little cliché, you really do need to put yourself in the position of your customer. Every customer goes through a journey which incorporates three standard steps – awareness, consideration and decision. The content you produce must be tailored and presented in such a manner as to cater to each of these stages individually. The simple fact of the matter being that if you try to take the customer from awareness to decision all in one fell swoop, you’re probably going to struggle.

3. Watch Your Rivals
Chances are that whatever it is you do, there are probably plenty of other businesses doing exactly the same. And if you’re honest, probably doing way more of it than you are. While it’s not necessarily a good idea to rip off ideas wholesale, there’s absolutely nothing wrong with gaining a little inspiration from your rivals. If you really are struggling to work out exactly how the content format could improve your website and the value of the content you produce, all you need to do is take a look at how the biggest names in your particular business area are doing it.

4. Track the Results
Last but not least, there’s always going to be at least a little trial and error involved – you cannot expect to hit the nail on the head the first time. Which is why you need to carefully keep an eye on all manner of key metrics and analytical data, in order to see which of the changes you implement are proving successful and which aren’t. Technically speaking, if you simply follow this approach for as long as necessary, you’ll eventually come out with the ideal layout for your content. It is simply a case of capitalising on it and continually enhancing the user experience you provide.