RODUCTION TO
INT
CON T EN T
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CONTENT OVERVIEW
IF YOU VISIT AMAZON, YOU’LL
SEE PRODUCT DESCRIPTIONS,
CUSTOMER REVIEWS, AND FAQS
– ALL OF THIS IS CONTENT.
Content is the backbone of any website. It includes
everything from text, images, videos, and infographics
that communicate with your audience.
To Inform
THE PURPOSE OF e.g. Blogs
CONTENT WRITING
Capture the attention of readers
Address their needs To Persuade
e.g. Sales Copy
Answer their questions
Build brand awareness
Establish Authority
Drive Traffic
Generate Leads To Entertain
e.g. Social media
Drive specific actions or conversations post
WEBSITE
CONTENT
Types of Content in a Webpage
Home page
Content
Introduces your
Services
business. Explain your offerings
Product pages Testimonials /
Blogs Case studies
Describe what you sell. Informative articles that engage Build trust.
readers.
Any element that exists on your website to inform, educate, or convert users
Understanding Content Structure
The first impression
HOME PAGE matters1
It should clearly state who you
CONTENT are, what you do, and why the
visitor should care.
Above the Fold Below the Fold
Visible without scrolling Include details like
down hence use it to benefits, customer
grab attention with reviews, additional
headlines and CTA informations, or blog links. Link- France Based Digital
Marketing Agency
Understanding Content Structure
HOMEPAGE VS
LANDING PAGE
Google Guidelines & Content Classifications
1 Website Classification Vector
2
YMYL
Author Classification
(Your Money Your Life0
News and current events, Civics, government, and law, Finance,
Shopping, Health and safety, Groups of people
E-E-A-T
( Experience
Entity Expertise
EAV Triples
Smartphones or Authoritativeness
Attributes Semantic Trustworthiness )
Battery life Triples Nerdwallet
Wirecutter
Values
Mayo Clinic
48 hours
GOOGLE GUIDELINES
Keyword Research and Strategy
KEYWORDS
Words or phrases users type into search engines to find information
Types of Keywords
Short Tail Long Tail Branded Non-Branded
Low
High volume,
volume, low High Examples: "Nike Examples: "Running
specificity specificity shoes," "Apple shoes,"
iPhone." "Smartphones."
Examples: Examples: "Best
"Headphones," "Digital headphones under
Marketing." Rs.80,000," "Digital
marketing courses in
Calicut."
Keyword Research and Strategy
SEARCH INTENT The purpose or goal behind a
user's search query.
Types of Intent
Commercial
Informational Navigational Transactional
Investigation
Users want to find Users are ready to Users are researching
Users seek
a specific website take action or products/services
knowledge or
or page. make a purchase. before purchasing.
answers.
Examples: Examples: "Buy Examples: "Best DSLR
Examples: "What is
"Facebook login," iPhone 14," "Digital cameras,"
SEO?" "How to write
"Nike official site." marketing course "Affordable SEO
a blog post.
near me." tools."
Keyword Research and Strategy
KEYWORD & TOPIC
RESEARCH
Keyword/Topic
Research and
Content Brief
5W+1 H Things
Keyword Research and Strategy
BUYER’S JOURNEY
Top of the Funnel
TOFU Attract a broad
audience by
Middle of the addressing their
Funnel questions or
problems.
Nurture leads by
MOFU
providing solutions
and building trust. Bottom of the
Funnel
BOFU
Convert leads into
customers
Keyword Research and Strategy
These keywords bring users to your website who are just
starting to explore a topic.
Helps build brand awareness and establishes you as a
knowledge source.
These keywords
engage users who
are considering
specific solutions.
Content at this
stage should
provide in-depth
insights to guide
their decision-
making process. These keywords target users who are close to purchasing.
Content should include strong CTAs, benefits, and trust elements
(like reviews or guarantees).
Blog Writing Essentials
ANATOMY OF
BLOGS
Title Engaging, Informational, New or variety.
Introduction Hook the readers, precise but catchy.
Body Organise the content into subheadings,
short paragraphs, bullet points, statistics,
and engaging visuals.
Conclusion/ CTA Persuade readers to take an
action
Register now, Read more, Sign Up, Subscribe etc.
Content Differentiation & Information
CONTENT
DIFFERENTIATION
Why should readers choose your content over competitors?
Activity
Offer new
Analyse and compare both of
insights these blogs:
Unique Content
Case studies 1. Benefits of drinking green tea
New Data 2. Benefits of drinking green tea
Content Differentiation & Information
B2B & E-COMMERCE
WRITING
Key Difference Between B2B and E-Commerce Writing
Professional language, focus on ROI. Emotional and sensory language
E.g. Case studies, white papers, E.g. Product descriptions, category
blogs, landing pages. pages, Email campaigns.
Content Differentiation & Information
SERVICE PAGE &
Convert visitors into leads
OPTIMISATION or customers
A dedicated webpage designed to highlight a specific service or
group of services offered by a business.
Elements of Service Page
Headline
Introduction
USP (Unique Selling Points/
Propositions)
Features & Benefits
Visuals and Testimonials
CTA and FAQs Anjit Content Writing Service
Video Marketing Platform
Agreement Management Solution
Content Differentiation & Information
LANDING PAGE &
OPTIMISATION
A landing page is designed for conversions (e.g., sign-ups, purchases).
Keep it simple, visually appealing, and action-driven.
Elements of Landing Pages Lead Capture Forms
Trust Signals
Headline
FAQ Section
Hero Image or Video
Clear Footer
USP (Unique Selling Points/
Propositions) Landing Page Mantra
Features & Benefits
Social Proofs
CTA HelloFresh
Sirona Menstural Cup
THANK YOU
