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What steps is the Internet Publishing Industry taking to improve digital literacy and media education?
What is website content?
Website content is any written, audio, or visual content element on a website. It can include blog posts, marketing copy, photos, logos, embedded videos, podcasts, and any other creative elements on a site.
Website content can also combine mediums. A blog post might include text, images, and an audio option to listen to the article. Single elements like interactive infographics might also combine multiple elements. For example, an interactive map of the US that populates with state-specific info when a user hovers over an individual state might combine graphic design and text into a single piece of web content.
Web content vs. web copy: What’s the difference?
The words “copy” and “content” are sometimes used interchangeably, but web copy is technically a subset of written web content. Written or textual content encompasses any writing on your website. You can distinguish between content and copy by their purpose:
- Web content. Web content (such as blogs, articles, and resources) is typically longer form. Its purpose is to educate, inform, entertain, or persuade an audience.
- Web copy. Web copy (such as taglines, banner text, and calls to action) is typically shorter and exists primarily to inspire an action like signing up for a newsletter or making a purchase.
Types of webpage content
Here’s an overview of the types of written content frequently found throughout a website:
- Marketing page content. Your homepage, About page, and landing pages are all types of marketing pages. Marketing page content communicates information about your brand to current or potential customers. These pages often contain multimedia content elements like photos, illustrations, graphics, or video.
- Product or service page content. Product or service page content explains the value of particular products or services, may include posted answers to customer questions, and encourages purchases through product reviews. Product pages typically include a call to action (CTA), such as an Add to Cart button.
- Blog posts. Blog content is article-style, long-form written content that provides information of value to your target audiences. Unlike marketing page content, blog content isn’t necessarily always about your company. Instead, blog posts are often part of a company’s search engine optimization (SEO) and content marketing strategy: They educate or entertain and use specific keywords in an effort to show up in search engine results.
- User-generated content. Some companies post user-generated content (like testimonials or reviews) to their websites. User-generated content encourages purchases through social proof, the phenomenon in which people choose a course of action by mimicking the actions of others.
- Case studies. Business-to-business (B2B) companies often use case studies to show their product or service in action with a particular customer. These typically examine a particular customer relationship and show how a product or service helped that customer solve a problem or reach a goal.
- Downloadable content. Some companies will make long-form content (like ebooks and whitepapers) available for download in exchange for your contact information—this is known as gating content. Downloadable content is popular with B2B companies, but it can also be effective for B2C ecommerce companies, as long as the content provides specific value that isn’t readily available through online sources. For example, an ecommerce brand that sells boutique tonic water and ginger beer might offer a downloadable introduction to mixology ebook that includes a section of recipes featuring the company’s products.
- Help center content. Help center content answers common customer questions and helps customers navigate any potential problems. It can increase customer satisfaction and reduce the burden on your customer service team. For example, if your customers frequently struggle to find the On button for your product, including instructions in your FAQ section can limit customer frustration and reduce the number of people who contact you for help.