What is Content Mixing?

Content constitutes the content of a Web site, and it can come in many different shapes and sizes. Roughly speaking, it can be broken down into two different types of content, content with the intent to convert and content that informs. In this blog post, let's discuss what the differences in these are, and why a healthy mix of the two is good for any website.

Content that converts

Content often has the underlying intent to convert, whether you write a page or blog post, the intent behind this is to sell a product, service, or service to visitors. This applies to a business website, freelance portfolio, sole proprietorship, and also a hobby blog. Where, for example, the goal is to sell a product through affiliate networks through third parties, or that advertisements are clicked on.

This content is often then mainly about the product, where it explains the benefits of it, or how a problem can be solved with it.

Content that is set up with the intention to convert can be very helpful, but if you only write content with this intention you can also miss opportunities.

Content that informs

Content that informs or entertains with no direct intent to convert can be an approachable method to ensure that visitors stay engaged or build a connection with you or your brand.

Informational content can explain not only your specific products or services, but also, for example, the latest news in your field, explain a new information night, or explain a do-it-yourself solution. This way, you don't push your services directly under the visitor's nose with every page or post. But this can be expressed in a much more natural way.

A popular method for this is for example from HG, everyone knows the means to unclog a sink, get rid of silverfish and so on. However, HG also puts effort into developing content for DIY or home remedies to solve this. And so in a less intrusive way also recommend the HG solution. For example, take a look at the following blog post:

https://hg.eu/nl/tips/stinkende-afvoer

Here, in addition to their own product for this, the home garden and kitchen solution for this is also given. Users may land on this through a Google search, or a tip from another source. And then be satisfied with the home improvement solution, or order HG's product right away.

Publishing a mix of this content for the best of both worlds

Of course, the boundaries between these two forms of content are often blurred, and both intentions can occur in the same piece of content. However, if you always and only describe and explain your own products, you are not adding value for visitors who are not yet ready to make a purchase. With informative or entertaining content, you may not be able to convince people with the first visit, but you can get them on your radar.

It is therefore advisable to publish a mix of these two types of content not only on your own website, but also, for example, on Social Media posts, or in image format on YouTube.

This way you convince more people, and you can also show that your expertise is strong beyond your own products.

Because of this, it's a good idea to mix these two types of content on your website, and also acknowledge in your conversion content that there are multiple solutions that might also be of use.

This tactic can be applied within almost any industry or field, and is also done, for example, for software solutions, outdoor sports, gardening and landscaping, and so on. Take a look at the content you have on your Web site. And take a look at perhaps solutions other than just your products. That way you can serve not only the customers who come to you with a specific purchase in mind, but also visitors who happen to land at your site.

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