Writing goes along with a lot of skills and effort. It is not as easy as it may seem in the beginning. It definitely takes more than just good grammar and a few words put onto paper. Especially when writing for marketing purposes. You want to make a rememberable story that grabs the readers attention and stays on their mind. But how do you write such a convincing and successful story? I have compiled some of the best practices CMI contributors have shared for web content creation.
- Prioritize the quality and quantity of your web content creation
There is so much information on the Internet that it is sometimes hard to find what you are looking for. With the advent of online marketing, writers and marketers had to become clever in how to charm the search engines into ranking websites mainly based on inbound links, cross-linking, keyword saturation and many more. Google is by far the Einstein of all search engines, it adapts to the latest digital marketing strategies and cater to evolving consumer search behaviors.
For instance, Google’s Penquin update and its Hummingbird update both enhance the ability of its search engines to distinguish quality websites and online content from spam links or websites. These changes are well-aligned with the most important content marketing principles and aims (that is creating useful content rather than cluttered and spurious).
Given these developments, businesses that engage in quality web content creation should stand out, and their content should rank more highly on search engines.
- SEO successes are all in the details
Do not ever loose sight of the importance of SEO and the value it can provide. Well-chosen keywords are a must when it comes to writing online content. Choose the most relevant keywords that appear frequently throughout your content and people will come across the online content you create.
- Grab attention with titles and use visual breaks
The value of a catchy headline. Everyone that knows the world of journalism is aware of the extreme importance of that matter. Readers tend to wander towards what is most interesting to them, things that make them curious will make them stay on the page. Try to make them engage with the content, otherwise it will do nothing for your business in return.
But how do you keep your readers interest until the very end of the page? Reading a long text without any visuals and sub-header breaks would not do the trick. The eyes of the reader need a little pause once in a while. Thus the use of sub-headers is important, but also the use of bullet-points to break up the text visually.
- Conversion is the ultimate test of successful content
Wether the online content is created to establish brand authority or to serve as a informational resource, its overall purpose is mainly to promote or to sell a certain product or service. No matter the true intentions of your content, it is of importance that you elicit some form of response from your readers.
Regardless if your writing content of the business-cycle of your company, making social media updates, or producing personal-based online content, include call-to-actions! This is a great way to guide your audience through the different stages of your engaging process and ultimately your business funnel.
These are the core aspects you have to think about when writing online content. Bare in mind what kind of audience you want to attract in order to establish your tone of voice. Do not make the it too long, keep it interesting and appealing to your readers and almost nothing can go wrong.