How to Create Awesome Content for Your Business’ Website

content writing topics

So you already have a well-designed, mobile responsive website. Congratulations! To make the most of it, the next step is to create content. This will not only help you rank higher on search engine results, but also convince your customers to buy your products and avail of your services.

One of the best solutions is to work with credible content writers. They have the skills to craft great content, not to mention a comprehensive understanding of how SEO works. However, just because you’ve hired the best content writers doesn’t mean that your work is done.

Indeed, in order to know what good content is, you need to understand how it’s made. Here are just a few considerations to keep in mind when creating content for your website:

Determine the Purpose of the Content

Good content fulfills a purpose. Thus, you have to first determine that purpose before you can start making content. Do you want to promote awareness about your business? Do you want customers to appreciate the benefits of your products and services? Do you want people to make a purchase?

Once you figure the purpose, the next step is to figure out your customer’s persona/s. This way, you can craft content that “speaks” to them, whether they’re mothers or young professionals or sports enthusiasts.

Using these two crucial factors, it will be easier to create content that has all the information your customers are looking for.

Don’t Be Too Clever

Of course, you have to create smart, helpful content that’s relevant to your customers. However, there’s a fine line between sounding intelligent and sounding pretentious. You want to avoid the second one, since it creates a bad impression.

Moreover, not all readers have the time to interpret your content. Thus, simplicity is key. You want your content to be helpful and easy to understand. It should also be straightforward. If you want them to do something, say sign up for an email newsletter, make a clear call to action for it.

Hold a Conversation

The age of the internet and social media has changed the way people communicate. These technological innovations have made brands more accessible, something with a personality that customers can relate to.

This means that your content shouldn’t be stiff and formal. Rather, it should be friendly and conversational. Imagine you’re a trusted confidante who’s trying to provide advice. You don’t want to sound condescending or indifferent, right?

Simply put, loosen up your language a little. You’re solving a problem together, so avoid talking down on your audience through your content.

Keep in Mind: Your Website Is NOT a Book

When people read a book, they usually start from chapter one and then go sequentially from there. This doesn’t apply to your website. In fact, depending on your SEO efforts, your audience will rarely land on your website’s home page.

This means that you should structure pages and content to be easily navigable. Be clear on what their journey should be, whether that’s to click “Add to Cart” or read another article.

Finally, if you’re not writing lists or steps (e.g., a recipe), you should apply the inverted pyramid technique used by journalists when writing content. The inverted pyramid puts the most important information on top then all the “deep-dive” details further below. This is perfect for content types such as press releases.

Make Your Content “Snackable”

In relation to the previous tips, you need to ensure that your content can be easily consumed. “Snackable” content is simply more user-friendly. Whether your audience has a lot of free time or not, they’ll easy-to-read articles and shorter videos appealing.

To create snackable content, divide it into distinct sections that are separated by descriptive headings. If and when applicable, try to use bulleted lists. Charts, tables, pictures, infographics, and other visual elements can also help break up intimidating walls of text.

When it comes to videos, try to keep it on the shorter end. About 3 to 5 minutes would be golden; anything longer should be hosted on video-sharing platforms. Obviously, you can still host long videos on your site. However, they would work best if uploaded to dedicated video sites.

The thing to remember is that creating content isn’t painfully complicated. However, it does take a lot of practice. There are also plenty of things to consider, such as the way search engines and social media platforms work when it comes to ranking your content.

Lastly, remember that you have to continuously update your website with fresh content. This will help keep you active and relevant to search engines, which means you’ll continue to rank high in search results.

Besides, you never know who will stumble upon your website. Consistently uploading great content—whether that’s a blog, a video, or a combination of different media—can show your audience that you’re always ready to help.