6 Types of Reviews to Use in Your Content Marketing Campaign. Natural optimization. Reviews naturally contain tons of references to their subjects—you’ll not only include the title or brand name multiple times, but you’ll also be describing the subject in detail. If you’re writing reviews for other services or products, you can speak personally, from your own experience, which lends a personal appeal and power to your work. Otherwise, include as much information as possible, and quantify the criteria for your final decision. Next, you could use comparison charts to evaluate the differences between lots of competing products in a given field, like how Komando compares multiple brands of tablets. Single-product reviews. You could go into more detail with a comprehensive buyer’s guide, which is as much of an instructional as it is a review. This is especially effective if you’re selling what you’re recommending users to buy. Finally, you could use interviews as a way to soft-review the person behind a product, service, or book.
You may not think of online reviews as a content medium, but
they can be if you know how to spin them. Think about it; readers
find online reviews valuable, they consume them much like content,
and they have the same peripheral benefits as traditional blog
posts such as search engine optimization (SEO)
and brand reputation.
They come in a variety of forms, potentially created by you or
your users, so which of these forms are best to use in a content
marketing campaign?
- Subject selection. First, it’s easy to find
subjects for reviews—your products and services already exist, and
if you’re looking for outside subjects to review, you probably
won’t have to look far. - Natural optimization. Reviews naturally
contain tons of references to their subjects—you’ll not only
include the title or brand name multiple times, but you’ll also be
describing the subject in detail. This naturally
fills your content with appropriate keywords, which makes it
better optimized for search. - Unbiased nature. Because reviews are (or at
least should be) unbiased, they tend to carry more persuasive power
with readers, which is valuable if you’re earning reviews for your
own products and services. - Personal appeal. If you’re writing reviews for
other services or products, you can speak personally, from your own
experience, which lends a personal appeal and power to your
work. - User submission. Finally, most inbound reviews
are submitted by users, which means they’re creating content on
your behalf. You spend less time working and earn more content
through their efforts.
- Versus reviews. Your first option is to
compare two similar products, like how Mattress
Clarity…
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