Content marketing is the practice of creating and sharing content that generates interest and demand for products and services. If you’ve sat in on any marketing meetings in the last decade or so, you’ve probably heard the saying, “Content is King.” This is the rallying cry of content marketing and a reminder to consider content in all areas of your marketing strategy. One of the most important areas, of course, is your website.
Here are six things to consider when creating website content.
1. Who will read your content?
There will be two types of readers: the general reader and people who pay for your writing (investors, clients, etc.). Investors want to see information about products advertised in detail on their website. However, in the perspective of the general reader, they care about what will benefit them. This is very important when beginning the content creation process. Choose who you are writing for: investors or general audiences. Quality is decided by the appreciation of the visitor, and the length of their visits may indicate whether the content catches their attention. If you are writing for the general reader, you should ask “Would they feel like the content is good? Do they interact with the content?” If your answer is simply: “Yes. They visit my website, and it gets a lot of views,” be careful. These things don’t always mean your visitors enjoy your site. If users only stay for a few seconds, are they really digging into your website content?
2. How will they benefit from the content?
Once you have identified the target audience, put yourself in your customers’ shoes and try to understand how you might provide them with what they need. For example, someone interested in a kitchen appliance might be interested in recipes for dishes involve using the appliance. When you understand what value you can provide your target beyond the final product or service, you’ll know how to create content that engages them in the right way.
3. What is the percentage of effective product information?
This question is posed to remind you that while content should be designed to attract and inform, the ultimate goal to sell something remains. Customers should want to purchase or be able to recognize the brand after interacting with your content. You want to become better at fulfilling customer’s needs than anyone else in your field. Once you’re the information leader, sales and brand trust follow soon after. Once you have that trust, it’s important that you don’t abuse it by becoming overly promotional or letting the quality diminish – that will lead to you losing your audience faster than it took to build it up.
4. Is the Content Unique?
The copying of content available on the Internet is an obvious practice. However, content writers need to note that uniqueness is the most important criteria of any piece of content. If your information is the most unique and trendy thing out there, you can skip this question. But if not, try to create content that is solely yours. It requires creativity in storytelling, words and expressions,and transmitting information. Some of the most appealing styles of writing include an expert’s share, the un-expectation, humorous, and curious.
5. What is the next step?
A solid content creator is one who has a good strategy for the use and reuse of content resources. When writing current web content, you should pre-draw the outline and keep in mind possible upcoming pieces. Content marketing doesn’t stop at one piece of content; it’s a process of building relationships with customers and readers through the content you create.
6. How & where will your content be found?
Whether you call it the “rich snippets” or a more appropriate, professional name, marking content for SEO is a wise investment. You can do this by choosing keywords and phrases and inserting the Meta tags around your content. This will allow search engines to understand your content and create a better search experience and ranking. Take your time to learn about this issue to see if you can take advantage of the content value you are creating in new ways.