You’ve probably heard it said that creating and distributing solid content is a great way to boost brand visibility and enhance search engine standings. This is true, but perhaps also a bit misleading: You see, not all content is created equal, and not all marketers are going to obtain the same results. Before investing in a content strategy, it can be helpful to ensure you have the proper expectations.
So what should you expect from your content? Simply put, it depends—and one of the big distinguishing factors is the industry you’re in. Consider it in these terms: Even a really well-done infographic about proper home plumbing techniques is not going to generate the same online buzz as a viral video from Jimmy Fallon. A well-produced YouTube video, in which you share tips regarding tax law, isn’t going to catch fire like a really funny car meme. Expecting results on that scale is simply inappropriate.
Judge Your Content According to Your Vertical
Some verticals simply lend themselves better to attention-grabbing online content. That’s not to say that any industry is exempt from the need for content. All it means is that you’ve got to have the right standards in mind before you set about on your content marketing campaign.
So which verticals are the best-suited for share-able online content? The folks at Moz recently conducted some rigorous research, and they have found these verticals to be the ones that seem to do the best with content: Health and Fitness; Drugs and Alcohol; and Travel.
Matching the Content to the Industry
It’s not just that different verticals come with different content expectations, though. Different verticals also have their own best practices and ideal strategies. Let’s look at some examples, again using the data from Moz.
- For Health and Fitness campaigns, Moz found that the most effective content strategy was split images before-and-after photos, for example, which can immediately deliver information that graphs and charts might not reveal so readily.
- For Drugs and Alcohol, users seem to prefer curated content that allows them to visualize complex information in simple ways; here, graphs and charts work very well, as does interactive content.
- Finally, Travel is an inherently social activity, and as such it lends itself well to social data—for example, poll data, user-submitted content, and even charts that show social activity. A list of the Top 10 favorite vacation spots in a given part of the world might work extraordinarily well.
The bottom line: Every vertical has its own standards of success—and its own methods for making that success into a reality. A one-size-fits-all approach to content creation simply isn’t going to work.
The best way to get going with industry-specific content creation is to look at the data. Sit down with an SEO to see what works and what doesn’t in your niche. We’re happy to provide our assistance. Contact Sefati Consulting Group today to learn more.