Having content on a website is easy. The right content is difficult. It is even more difficult to design them in such a way that they seen, understood and utilised become.
Don't see content as an end in itself
Content must pursue goals - for example:
- Create visibility,
- Build trust,
- Enable conversions,
- and in the best case scenario: also be shared.
Most websites do not utilise this potential. They rely on product texts, a little blog - and then hope for Google. But a well-thought-out content strategy needs much more.
Here's an overview of the most important types of content - and why it's not the only thing that matters, what you publish, but also like and where.
1. product or service-describing content
What is that?
The foundation: clear information about your products, functions, prices and benefits
What is it for?
To inform and convince interested parties - and ultimately lead to a decision. This content can of course rank in Google and lead very quickly to sales - because the customer journey is already well advanced and customers have a concrete intention to buy or book.
Where does it belong?
On dedicated product pages, comparison pages or function overviews
Tip:
Supplement this content with screenshots, short videos, interactive explanations or FAQs. A short video can significantly reduce the bounce rate, especially for tools that require explanation.
2. info content - the smart entry point
Info content is Much more than just SEO-focussed guide text. It includes everything that educates, collects or accompanies users often even before they realise they are potential customers. It is therefore the content type that earliest in (or even before) the actual Customer Journey is applied.
- Because if you google "What is a conversion rate?", you don't yet have a tool in mind.
- Neither does anyone who stumbles across a provocative opinion piece on LinkedIn about tracking.
- And anyone who clicks through a help centre is already in the active usage process.
Info content is therefore not a formatbut a Roof for five different types of contentwhich fulfil very different functions depending on the situation:
2.1 Content with search volume that picks up the target group
What it is:
Content based on keywords that your target group is really searching for (e.g. "What is conversion rate?", "Google Ads for beginners")
Target:
Visibility, trust, organic traffic
Distribution:
SEO-optimised blog articles plus social distribution with teasers or video trailers on LinkedIn, YouTube Shorts or Instagram
Tip:
Don't rely on Google alone. Search volume content can also perform on social media - especially if you make it emotional or practical.
2.2 Content without search volume, but with high clickability
What is that?
Opinionated, provocative or personal content that can go viral on LinkedIn & Co.
Target:
Attention, discussion, brand positioning
Examples:
- "Why your SEO success is useless if nobody wants your product"
- "Tracking is dead - and that's a good thing"
- Data you don't need makes your analyses worse - not better
Distribution:
Blog article plus strong LinkedIn post or carousel format. Video or audio clip (e.g. voiceover with quote) can significantly increase the impact.
Tip:
These contents bring rarely generate search traffic - but reach that creates trust. And that is often more important.
2.3 Help centre content (support & onboarding)
What is that?
Instructions, explanations and help pages to help users after purchase or when getting started.
Target:
User success, support relief, customer satisfaction
Formats:
Text, screenshots, GIFs, short how-to videosstep-by-step visualisations
Tip:
Especially in the help centre videos are more popular on Google - often with higher visibility than text-based articles. Set up a YouTube or Vimeo channel, even with simple screencasts.
2.4 Community content (use cases & customer examples)
What is that?
Storytelling by others: Customers report how they use your product
Target:
Trust, inspiration, social proof
Formats:
Interviews, short video testimonials, use case slides, Q&A contributions
Distribution:
Website + LinkedIn + newsletter if applicable
Tip:
Show real people. Authenticity beats glossy production. A short Zoom-style interview often works better than a commercial.
2.5 News content (updates & insights)
What is that?
Information on new featuresinternal developments, team news, events
Target:
Transparency, community maintenance, employer branding
Distribution:
Blognews, changelog-like formats, LinkedIn updates, story snippets
Tip:
Short video formats (behind-the-scenes, quick updates) are also worthwhile here, especially for existing users or investors.
Tip: AI content - opportunity or risk?
More and more content is being created with the help of AI tools. But what does this mean for quality, originality and visibility in search engines? In this article, we take a look at the opportunities and risks of AI-generated content - and show where the human perspective remains irreplaceable.
? Read now: AI content: opportunity or risk?
Analysis: Good content costs - but bad content costs more
As good as the planning is: Not every piece of content is a hit.
Some content doesn't perform - despite a good idea, clean implementation and sound research. This is frustrating, but also completely normal.
The important thing is: You need to know.
Because content costs time, budget and resources - regardless of whether it's a blog post, a video or a help centre tutorial. If you create content that is never read, clicked or shared (or fails to achieve its actual goals), then you are burning money. And that happens gradually.
That's why the content strategy always includes the question: Has this content achieved its goal?
How tracking tools help to make content success measurable
Tracking and analysis tools such as Google Analytics, Matomo, Plausible or Trackboxx provide you with the data you need to realistically evaluate content - depending on the type and objective:
- Product or conversion contentHas he Conversions triggered? Was it even reached in the funnel?
- SEO content with search volumeHow is the ranking? Does organic traffic arrive at all?
- Social-first content: Was there reach, shares, discussions or leads via LinkedIn & Co.
- Help and onboarding contentIs it being used? How often? Does it lead to less support effort?
- Community and story contentHow long do users linger on it? Does it inspire a click on the CTA or demo?
These insights will help you separate the wheat from the chaff - and systematically strengthen the content that really works.
Particularly helpful: Event-based Tracking (e.g. scroll depth, video play, form start) shows you, whether content is really being used - even if there is no direct conversion.
Content is more than just text - and more than just a website
When it comes to "content strategy", many people first think of texts on their own website. But modern content means much more:
- ? Videos for social media
- ? Audio snippets or podcasts
- ? Articles for press distribution lists
- ? Carousels on Instagram
- Opinionated posts on LinkedIn or Xing
- ? Newsletter content that is actively delivered
Your own website is important - but just one channel among many. Successful brands think across channels and adapt their content to the platform, target group and usage method.
?Tip: Some content does not work as SEO text - but very well as a Carousel on LinkedInas Interview in the newsletter or as Short video on Instagram. Your content strategy should take this into account.
Conclusion: Content is networked today - not linear
Anyone planning website content should no longer think in pure categories ("blog", "product page", "about us"). Instead, it's about, Building content strategically and thinking across channels:
- A blog article should also work as a social media snippet.
- A help centre article can rank on Google - but be easier to find as a video.
- An SEO article must not be thought of as text only - but also in carousel or slide format.
The content itself is only the basis. The context, the form and the channel are decisive for success. And: This success must also be scrutinised again and again by means of a seamless web analysis.
