My list of FRWs (Frequently Read Websites) fall into two basic categories:
The informative sites give me the how-tos that I need. How to change an existing website site from http to https; how to test Facebook ads; how to properly SEO a blog post.
The interesting sites are more entertaining. They’re fun to read. The writer’s personality resonates with me in some way, and it makes me want to stick around and read more.
Here’s the thing, though. The sites I visit the most – and whose email I eagerly open and read whenever it lands in my inbox – are the ones that create just the right mix of both information and fun.
Copyblogger sums it up really well here:
Content may give someone the information they need, but it doesn’t form a bond between a visitor and your website.
It may attract traffic, but that traffic doesn’t build a community.
Content marketing gives someone what they need and a reason to stick around.
In Why Informative Content Will Make You Think Content Marketing Doesn’t Work, Stefanie Flaxman shares 5 qualities that make the difference between content and content marketing.
I would add a sixth: personality. Without a unique voice, I find it’s pretty difficult to achieve the others.
What about you? Are you creating content, or are you engaged in content marketing? Talk to me in the comments.