Content as a conversion tool
A good example of conversion-generating content is the excellent work done by a Spanish website: regalador.com . A product page like this is not only unique, but, above all, it is able to target and respond to all the needs of users who are in both a MOFU and BOFU phase. Moreover, if we think in terms of SEO, a product page like this answers all potential questions related to the product. It also gains the trust of users, who will probably remember regalador.com as the best website to buy a gift.
Content as a product
A good example of content as a product is Momondo and its “Trip finder” section, which sets it apart from its competitors. This company presents informative content about transportation, time and average costs at a destination.
However, we all know that cold information is not enough to make a decision, especially in the field of travel. On the contrary, information such as prices, weather and so on are usually just rational excuses to choose something that, in reality, we have already decided emotionally. Momondo seems to know this very well, because it presents an almost infinite list of things we can do once we arrive at the destination, classifying them by the most common reasons and, therefore, classifying a very wide spectrum of buyer personas.
Content as bait
The best branded content is not only the kind we want to iceland phone number data share, but also the kind that makes us want to do the things that the content itself is suggesting . A great example is Icelandair's Northern Lights .
This content, which uses a combination of formats (long form, moving images and Parallax, and Ajax web application, among others), has a single objective: to make us want to fly to Iceland to see the Northern Lights with our own eyes. In doing so, it aims to be a reference for this type of trendy destination.
Northern Lights content achieves all its goals: it satisfies curiosity, targets TOP queries related to the auroras, is visible in search engines, wins over and interacts with users, and lastly, is highly shareable.
These are just a few examples that show that content really is what we should understand. As you can see, I have not talked about formats, but about content: a message to someone about something and expressed in one or more formats . Only if we understand content in this way, we are authorized to use the phrase: content is king.