The three levels of content


So far in this series of articles we’ve looked at why your website content must be written to engage, convince and convert.

Then we took a peek at the level two content (case studies), which are designed to showcase your expertise to convince the reader you are an expert in your field.

But happens if they need even more proof, what do you do then?

Well, that’s where the third level of content comes into play.




1: Main web pages Conversational, customer focused, Plain English, concentrating on the benefits SEO – engage – convince – convert


2: Case studies and testimonials Conversational, Plain English, focus on service, problem-solving and results Engage – show expertise, service and problem-solving ability – convert
3: Articles, blogs, white papers, etc. Conversational, Plain English, journalistic Educate – thought leadership – demonstrate expertise – SEO

Level three deals with things such as blogs, articles and white papers.

Do you remember in the first article I mentioned the client that wanted their web copy written in a journalistic style? Well, this is the content layer that’s crying out for that kind of content.

This is the content that positions you as an expert in your field.

Show your knowledge through education

One of the biggest problems facing companies is showing potential clients they are experts in their industry.

Everyone tells readers that in their web copy, but few can give them proof.

Blogs have long been regarded as a ‘must have’ when it comes to online marketing. An extensive catalogue of high quality, well-written articles on all aspects of your industry offer a wealth of SEO possibilities (especially when it comes to long tail keywords). But more than that they, along with white papers, are a fantastic way of showing your in-depth knowledge.

On top of creating content about specific aspects of your industry, you can also use them to comment on current news stories. This kind of market commentary shows readers that you’re on the ball and keeping up to date with events as and when they happen.

Expert knowledge can still be simple

It’s very tempting to think that because your writing about industry matters you can slip into flamboyant, jargon-filled content because ‘it makes you sound knowledgeable’.

It has the opposite effect.

If you have the ability to write (or find a professional writer to write it for you) about complex matters in simple terms using only plain English, you’ll stand out from all the others that create content that’s impossible to understand because it’s full of jargon and impossibly complex language.

Remember, what you write can only be regarded as educational if it can be understood.

Bringing the three levels of content together

Hopefully, after reading these three articles, you can begin to see how creating all three levels of content will strengthen your marketing strategy.

The content on your website should be there to engage, convince and convert using plain English, conversational language to draw your reader in so they understand what you offer and how it will benefit them.

Your case studies and testimonial provide the second layer of ‘proof’. Again, using plain English, these show the reader how you have helped your customers, delivering the social proof they need to reassure them.

Finally, your level three collateral will provide the educational elements that show the depth of knowledge and expertise within your team. Your blogs, articles and white papers will show you have a firm grasp on what’s happening within your industry, identifying your company as a thought leader.

As you can see, content is more than just an isolated piece of marketing collateral. When you see it in terms of layers, you begin to understand how it all interlinks to create a powerful tool that engages, convinces and then converts your reader into a customer.

The most successful marketing strategies use all three levels – are you?

Sally Ormond, Briar Copywriting, is an international copywriter that helps brands build reputations, market share and loyalty.