Content writing can be a real headache.
If you’re building your own in-house content writing team, you’ll need to have a system down for different content types.
- make your content easier to replicate
- set a gold standard of writing any writer can follow
- speed up the process of writing quality content
- save you a lot of time in the long run
We’re going to share the template structures we use for our in-house content team below.
Better yet, we’ll be sharing it using easy-to-follow infographics!
Who doesn’t love infographics anyway?
Hopefully, these infographics can ease your mind from all the difficulties that come with content writing.
We’re proud of the consistent, high-quality writing we’ve been serving our clients, which we offer at a price that’s really hard to beat.
You’ll even see that we’ve received testimonials from our clients saying they’re ranking well without much link building.
(Sidenote: links are still essential for ranking, but hey, at least you know our content is the real deal, right?)
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Back to the task at hand…
There are a lot of benefits to having an in-house content service.
If you’re adamant about creating a content team, or if you’re just looking for ways to refine your processes, these infographics will be perfect for you.
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Let’s get started.
Before anything else, let’s differentiate Commercial Content from Informational Content.
To do this, it’s best to think about a typical sales funnel.
Sales funnels are usually visualized as… well, funnels. Content “catches” a large audience at the top, then as consumers move through the sales process, less and less make it through each stage.
Finally, it ends with only a few people going through the bottom who are ready to buy.
We were never a fan of this visualization, as we think it doesn’t explain the buyer’s journey very well. We think you’ll understand this much better if you imagine a ladder.
As you first climb the ladder, you have to adjust your grip and climbing style. Figuring that out will get you to the next rung, and so on until you reach the end.
The same thing happens when your readers are looking to address their specific needs.
Their first step would be to go on Google and learn about related terms or instructional content. They research the topic, and eventually, they learn what products will be best for them.
This is where all the Informational Content comes in. All of the “Question,” “How-To,” and “List-type” articles will give direct answers to your readers’ initial queries.
Since they’re the first things your readers see, they’re classified as Top of the Funnel or ToFu content articles.
1. Question Post
Who? What? Why?
A lot of people search online to find the answers to questions that they have.
The best practice for question posts is to answer directly whatever concern your readers have.
Start the article by stating the questions your article will answer. This hooks the reader and makes them know that going through your post will be worth their time.
Depending on their question, you can also mention products that can help them with their situation.
Just remember, the main goal of question posts is to answer their concerns directly and informatively.
2. How-To Post
How-to posts are some of the best informational content you can write.
A lot of people look for tutorials and guides about different topics online.
The writer’s job is to guide the reader through the entire process with an easy-to-follow step-by-step guide.
You can also link out to materials and products they’ll need for the guide, but the main focus is to teach them how to perform a specific task.
3. List Post
List posts can actually either be commercial or informational, depending on what your reader is searching for.
These can be a list of baby toys, recipes, or “best practices” on a particular thing.
When writing list posts, the main goal is to give your reader a quick list of items/options of what they need.
Each listing should have a brief description to help them skim through and see if that listing is what they’re looking for.
You can check out these links for good examples of list articles:
Once the informational articles have satisfied initial questions, then readers are ready to climb further up the ladder (or down the sales funnel).
This is where commercial content will take the lead. This type of content includes “Round-Up,” “Versus,” “Single Product,” and “Alternative” articles.
The main goal is to finally push your readers to make a purchase. That’s why they’re classified as Bottom of the Funnel or BoFu content.
The commercial content is meant to be the last step the readers take to help them hop off the ladder they’re climbing. With their final purchase, they reach the end of the sales funnel.
4. Round-Up Review
Round-up reviews are one of the most common content types that bring in money by using affiliate links.
Knowing how to write this commercial content type is key to having a successful affiliate marketing strategy.
When writing about several products, make sure to highlight the benefits that each one brings to the table.
Writing about product features without mentioning benefits is the biggest mistake new writers make.
It’s also equally important to write a section after the main review with content for any additional points that will give them more insight. It should be:
This is to help your readers decide which product would be best for their situation.
5. Single Product Review
Single product reviews should zero-in on the benefits of a particular product and show the readers why it’s worth buying.
It also helps to give a background of the company and show social proof from actual buyers.
This adds to the reliability and trustworthiness of the product you’re writing about.
If your reader concludes that this product isn’t for them, that’s fine!
Before you end your article, just make sure to give them alternative products they can consider buying instead. A short description for each alternative will suffice.
6. Alternatives Post
“Product X Alternative”
Alternative posts are structured similarly to round-up reviews.
The main difference is that you’re comparing each product to one primary product your reader probably already knows about.
Describe each product by comparing its qualities to the main product.
Show how these alternatives can be better or worse when it comes to a particular feature/characteristic.
7. Versus Post
“Product X vs. Product Y”
What makes one product better than the other? What can help your reader decide which product would be best for their situation?
Knowing how to answer these questions is the main focus of versus posts.
You should make it clear that both products are great in their own ways.
Your job is to help them figure out which of the two products is best for their needs!
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