According to one research, consumers are 131% more likely to buy from a brand immediately after they consume educational content. That's because educational content builds trust and generates an authentic interest in your brand.
The main purpose of educational content is to share knowledge. You can use different types of content to deliver this knowledge including blog articles, videos, podcasts, presentations, and ebooks. Check out my blog post about content types and channels that you might be missing out on.
The simplest way to share educational content is through a series of blog posts. These blog posts may have the following purposes:
Let's look at the types of articles that can help you achieve these goals.
This type of content moves beyond a dictionary definition and examines the term, idea, or concept in detail. In other words, it includes both a definition and an analysis of the term.
Good definition content always makes some kind of assertion – the main point that the author wants to put across.
When you write a definition article, you shouldn't assume that your audience understands what is important to read about this definition. You need to let them know why learning about this concept is important or beneficial.
Most often, you may need to use the definition content to fully explain a concept before you make an argument about that concept.
"What Is a Slogan (Tagline)?" video on my channel is a definition type of content.
This type of content is based on the problem that a reader is looking to solve and possible solutions to this problem. It's one of the most efficient types of content for lead generation.
A problem/solution content piece should clearly describe the ultimate goal that the reader wants to achieve and explain why it's so hard to achieve it. When presenting solutions, you need to include data, facts, examples, and your own experience to prove that these solutions work.
A good problem/solution content also talks about your unique approach to solving a given problem.
Most videos on my channel are a problem/solution type of content. For example:
Here are some more examples of problem/solution blog posts:
This type of content is based on a clear argument (a claim that the author is trying to persuade the reader to accept), and evidence (facts that show the reader that the claim is true).
Argumentation content should be fact-based, but it also allows some creative expression. A good argumentation piece also presents your own opinions and expertise.
Many argumentation pieces start with "Why?" My video "Why Do So Many Content Writers Suck? [Here's Who to Blame]" is an argumentation type of content. Here I wanted to argue that a company that hires content writers is way more responsible for content quality than the writers are.
Other examples of argumentation pieces can include:
Comparison content focuses on similarities and differences between one or several things. The goal of this content is to help readers understand the difference and choose the best option. It's a perfect type of content for solution-aware readers who're comparing options before choosing a product or service.
One of the most popular videos on my YouTube channel "Copywriter VS Content Writer VS Technical Writer VS UX Writer & 6 More: Who to Hire?" is an example of comparison content.
A great way to talk about a complex problem in a way that’s easy for readers to understand is by showing an example. Example content can include case studies, tutorials, and even personal stories that talk about your experience achieving something or failing at something and list the lessons you've learned.
Example content can sound like a how-guide, but it should be based on a specific example, and not be just a general list of steps.
I always incorporate examples in my videos, but I don't really have a video that's built entirely on an example. That's an idea I can think of!
Many content creators build their content brands entirely around stories. For example, I'm a big fan of a podcast called Startup by Gimlet Media. It's a documentary series about starting a business where the author shares his own story of creating a podcasting company.
Another great storytelling example is an Italian podcast called Storie di Brand by Max Corona, where the author tells interesting stories about famous brands like Marvel, Gucci, Monopoly, Maserati, and others.
My video "What Copywriters Can Learn From David Ogilvy" has some elements of narration.
So there you have it, the most effective types of content by the purpose:
Watch it instead:
If you have any questions about types of content or its purposes, or you want to see more content like this, just post a comment underneath this video. Don't forget to give this video a Like. I've got new content coming out every week so you should definitely subscribe to my channel for more useful stuff about copywriting and content marketing.
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