Knowing how to write effective content is key for any business hoping to make it in the realm of online marketing. Content is used for positioning websites as authorities, generating hype on social media, and battling out competition. But between blogs, posts, articles, and website pages, creating spectacular content becomes a major challenge.
So what is it? What makes content great and what makes other content fail? Well, there are dozens of factors that come into play. Here are a few commonalities found in successful content and basic “goals” for writing it:
- Content needs to be timely. This means tapping into trends and creating pieces that are “evergreen,” or non-time-sensitive, at the same time.
- Readers need a takeaway. This boils down to informing your reader and giving the audience a lesson or sharing an opinion that they remember.
- Content also needs to be easy to share on social media. People who read good articles are likely to share them, which helps the publisher’s social buzz and readership.
- Most of all, extraordinary Web content is highly authoritative. Amateur bloggers and marketers struggle with this point more than any. In essence, authoritative content needs to buffer an opinion and a business’ position.
- Uniqueness is another important factor. It is dangerous and risky to steal topics and articles from other content producers, both in the eyes of Google as well as readers.
- Quality content is also engaging and entertaining. No one is forcing your readers to read it, which means you have to convince them otherwise. Don’t be afraid to branch out, take a stab at humor, and write without “PR” or promotion in mind.
Web content differs in style, length, and format depending on its mode of publication. A blog, for example, is usually over 500 words and relies on social media for readership. Info on websites requires people to see those websites in the first place. Content written strictly for tweets and Facebook posts, of course, need to fit into the medium.
Still curious how to write effective content? Consider the tips below.
Investigate What Works
Stay open to what other people are writing in your industry. By reading successful blogs and news websites, you’ll be able to spot trends before they become over-saturated and learn a thing or two about what makes a piece of content work.
Communicate With Readers
Another way to boost a blog’ or post’s success is to follow up with reader comments and readership analytics. This information is all a writer has to determine how successful a piece is, of course, but reader comments can lead to bigger, more comprehensive articles that answer posed questions.
Another way to learn how to write effective content is to stretch a topic across multiple mediums. Consider taking a blog post and expanding it into a podcast, video, infographic, or some other publication.
Stuck on what to write about? Farm for content on resources like Google News, industry blog sites, and other places to see what topics are being read. Marketers should also consider checking out Google Trends to see what keywords are being searched for and build content around them, which takes us to…
Keywords play a major role in a piece’s likelihood to be found and read. Instead of worrying about keywords, however, content writers should focus more on writing content that is easy to read, enjoyable, and informative. This will help a blog or website rank higher due to its authority and viewership.
Blogs are an extremely desired format for modern readers. People read blogs because they are more personalized and broader than a typical news article on a website or a press release. Stay true to this expectation and loosen your style for blogs.
Quality Vs. Quantity
Regardless of the topic, it is essential to position quality over quantity every time. Focus on delivering a message in an effective manner using proper grammar, spelling, and informative language. Knowing how to write effective content takes practice, research, and study —do you have what it takes?