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FutureProof Shorts

Informational vs. Transactional Content

What’s the difference between informational vs. transactional content? Informational content is primarily focused on educating the reader. It answers questions, or presents factual information to your potential customers. This type of content is typically static and does not involve direct user interaction. On the other hand, transactional content is designed to drive specific actions; making a purchase, filling out a form etc.

Informational Content – Education 

Informational content is the bedrock of every successful content marketing strategy. For small businesses, it’s about more than just products or services; it’s about establishing yourself as an expert; someone who speaks with authority, and trusted within the industry. Here are some key points to consider when crafting informational content. Here’s how…

1. Blog Posts & Articles

Write blog posts that deal with common challenges in your industry and questions your customers ask you regularly.  Share your expertise, and position your business as a go-to source for answers. For example, a landscaping business might publish articles featuring seasonal gardening or lawn maintenance tips.

2. How-to Guides & Tutorials

If you can, develop comprehensive guides that help your readers, and customers, navigate complex processes or make better decisions. These could be step-by-step tutorials, infographics or even video guides republished on your blog. An accounting firm might create this type of content explaining tax deductions for small businesses. This showcases your knowledge and helpfulness, it shows that you care about your customers.

3. Case Studies & Success Stories

Always highlight successful projects or client testimonials; new customers need to see that your business has a real-world impact. Small business owners often land impact with the stories of previous customers facing challenges and finding solutions through your products or services.

Learn more about different types of blog post… 

Transactional Content – Conversions

Transactional content on the other hand is designed to motivate your audience to take a specific action. Most commonly making a purchase or booking a service, but it can also be subscribing to a newsletter. While informational content builds trust, transactional content converts that trust into tangible results.

1. Product Descriptions

Write compelling product descriptions (because the majority are not) that list the features yes, but also highlight the benefits to the customer and why it’s the right solution for them. Also consider video demonstrations, they give potential customers a closer look at what you offer, and can “seal-the-deal.” This is particularly effective for e-commerce businesses selling physical products, think D-I-Y.

2. Service Provider Pages

If you provide services your headline pages play a crucial role in converting traffic into customers. Clearly describe the services you provide, emphasise the unique value you offer and the expertise your business brings to the table. Use persuasive language and convey explicitly how your services address the specific needs of your target customer.

3. Other “Transactions”

Don’t underestimate other forms of conversion, because not every customer is ready to buy at the time they find you (or you find them). Rather than have them leave your site and forget about you, isn’t it better to have them on your email list, or follow you on social media? Add someone new to your online community whenever you can because they might just become great customers in the future.

Finding the Right Balance

Informational and transactional content each serve a distinct purpose, and finding the right balance is essential. A blend of the two ensures that your readers are happy and hopefully, enough of them will be motivated to take the next step. Informational content lays the groundwork of trust and authority, while transactional content drives conversions and sales. By understanding both types, small business owners can create a well-rounded content strategy that resonates with their customers and drives their business forward.

Blog Post Ideas for Small Businesses.Different Types of Content - Informational vs. Transactional Content

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About Adam Bermingham

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