The way that great content on the web is defined has evolved over time. Quality content still remains an important part of SEO but today the way that people read and react to the content is just as important. A quality article that might have taken several days of research will be all for naught if it fails to leave an impression on your readers’ minds.
A one size fit all approach to content publishing is no longer effective in the online world today. Content has to be customized to fit the crowd and the platform in order to reap maximum effectiveness. Furthermore the approach to onsite content will need to be completely different from the content that you post off site. Why? Your onsite content will need to meet your visitors’ need for information. It will provide details about your product and services and some pages will need to focus on closing the sale. On site content will include video, blog posts, sales pages, landing pages, demos, images, audio and everything else needed to give your visitors information and move them along the sales funnel.
Offsite content on the other hand will need to focus on providing information in an entertaining and informative way with a goal to leading your target audience back to your website. Now that you understand the difference here are some strategies for improving the quality of your onsite content.
Keep Your Goal in Mind
When composing content for your site you need to keep your website goals at the forefront of your mind. Whether it’s providing information about who you are as a company, promoting your products and services, building brand recognition, providing information to establish trust, developing leads or improving SEO every page of your site should have a purpose and that is to meet your specific goal.
Keep It Short
Unless your content is really riveting readers will never every word in your article. It has also been proven that reading on a computer screen takes 25% more time than reading on paper so any content that you write should be short and to the point. Provide only the information required making the information as concise as possible.
Remember the Goal is To Sell
It is important to provide the information that your reader wants but your content must target the people looking to buy as well. Don’t focus on providing so much information that you lose out on sales because you failed to ask for it.
Keep it Simple
If your website is targeting readers from all over the globe you need to remember to offer support for multiple languages and varying connection speeds. Make sure that the site is visible in major browsers and limit the use of large images since it can slow down the site.
Mix Up Your Content Format
Multidimensional content is great for users and search engines as well so don’t limit published content to web copy and landing pages. Customer reviews, videos, product demos, infographics and audio are just as effective when it comes to attracting and keeping your audience engaged.
It’s All about the S
Your content must be search engine friendly, be spelled correctly, contain short paragraphs for easy reading, have sharp images, use simple words and contain smart titles.
Make it Shareable
Today’s web is all about interaction and so your site must make it easy for your customers to interact with you and share your content with others. Use feedback and comment forms for interaction and integrate social sharing buttons into your site so that your content could be shared across major social media networks.