Online Business Content Framework

To understand how best to use online content, it is helpful to categorize it or decide what type of content goes into which group. At the highest level of the rating is the frame. The information you create falls into one of these specific frameworks:

Educational: This content is focused on discovery or helping the buyer learn something new. Educational content could include an article about industry trends, or it could be a video that discusses the history behind the popularity of a particular product or product category. The content must be of a high standard.
Educational: Similar to educational content, this type of content is also about learning, but it is detailed and usually product specific. The educational content includes product “guidlines” and “tips” or shortcuts for using the product or service.
Entertaining: Sometimes the purpose of content is to generate awareness and one way to do this is to entertain the reader or viewer. Capturing the attention of a potential buyer is difficult, and providing interesting, funny or entertaining content is one way to do it. Videos, memes (images with captions shared across social media) and hilarious blog posts are examples of content that can be interesting to an online audience.

Persuasive: Ultimately, you want an online shopper to buy from you, and you need content that convinces them to. Persuasive content usually provides a specific reason to use your product (a benefit). This message may be conveyed by listening to an existing client in the form of a testimonial, review, or case study, or from an expert outside your company.

Promotional: There are a lot of times when you need content to highlight your brand or product. Its sole purpose is to speak to your product and show why it is better than competing products. This type of content can be created by you or your customers who have become advocates of your product or brand.