What is Horizontal Content?
Horizontal content refers to broad topics that appeal to a wide audience. Instead of drilling deep into a niche, this type of content skims across a broader spectrum, often touching various subjects or industries. For a better understanding of horizontal content, consider its counterpart: vertical content. Vertical content is deeply specialized, while horizontal is more general.
Why Should You Consider Horizontal Content?
Reach a Wider Audience
When you create horizontal content, you naturally cater to a larger, more diverse group. This increases the potential to draw more visitors.
Diversify Your Content Offerings
Offering a variety ensures your website remains interesting. Horizontal content can give readers a break from niche-specific articles.
Enhance Link-Building Opportunities
A broader topic can attract links from various industries. The more diverse your backlinks, the better for SEO.
How to Craft Compelling Horizontal Content
Choose Broad Topics
Pick subjects that have universal appeal. Think about issues, challenges, or interests shared by most.
Stay Relevant
It’s crucial to stay updated on trending topics. Platforms like Google Trends can be helpful.
Engage with Visuals
Adding engaging infographics, videos, or images can make your content more attractive.
Keep Quality High
While it’s broad, ensure the content remains informative and valuable to the reader.
Integrating Horizontal Content with Your Strategy
Balance with Vertical Content
Don’t completely swap vertical for horizontal. Instead, maintain a healthy mix to satisfy all audience types.
Monitor Analytics
Using tools like Google Analytics, track how your horizontal content performs. Adjust based on results.
Encourage Sharing
Horizontal content has shareable potential. Promote sharing through social media buttons or calls to action.
Success Stories
Companies like BuzzFeed have mastered horizontal content by producing content on a myriad of topics, from quizzes to news pieces. Their broad range attracts vast numbers, establishing them as a top content provider.
While vertical content allows brands to establish authority in a niche, horizontal content broadens the audience reach. By striking the right balance, brands can enjoy increased search traffic, diversifying their content strategy effectively.
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