You might be surprised to learn that many websites succeed mainly because of their content rather than their advertising. How can this be possible, however, in a world that continually pushes the use of advertising to cure lack of traffic and low conversion rates? The truth is that great content can take your website to extraordinary places, but it has to be written with care and quality. Bad content will essentially do nothing good for your website, and it may even pose a risk of hurting your search engine result rankings. This is the ultimate guide on writing great, creative website content and making it your essential marketing tool.
Great Website Content Keeps People on Your Website
When a reader lands on your page and begins reading your content, he will either continue to read it or stop reading it. The difference between the two will depend on whether or not you provide great content. Is the content interesting? Is it relevant to the reason they landed on your website? These are questions you should be assessing your own website with.
Fanbases are Built from Superb Content
If you offer interesting content to your readers, they will eventually keep coming back and, ultimately, a fan base will be formed. A fan base is a group of people that continually return to your website over time to refer to your content or check for new content. In most cases, websites cannot rely solely on new traffic and no returning traffic. This is bad practice, and it provides erratic results and no stability for the website’s success.
Great Content Inspires Conversation and Talk of Your Website
If you employ the use of good content on your website, it will cause your readers to talk to their peers about it, and it will even spark interesting discussions on your website. Getting your users involved either by persuading them to talk about your website offline or allowing them to get into great discussions in the comment sections are both terrific signs that your users are interested.
Good Content Opens the Door for SEO
Not only does original and interesting content keep new and returning visitors coming to your website, but it also serves as a great tool for utilizing search engine optimization techniques. If done correctly, you can work in keywords naturally without your reader base ever knowing the difference. Writing SEO content has basically become somewhat of an artform.
Of course, you should never try to stuff keywords in via lists or in unnatural ways just to try to get your website to rank high. This hardly ever works, and besides, search engines have smartened up to ethically questionable techniques like these.
Your Website Must Provide Answers for Your Readers
Ask yourself this question when you are crafting or reading your content. Does your content answer a question for your reader? Is it something useful that will allow them to finally end their search on the internet for their problem at hand? Assess what types of problems your content solves for your users, and think about how useful your answers are. Do you barely chip the tip of the iceberg, or do you manage to cover all the bases, leaving your users completely satisfied?
Regular Updates Will Keep People Coming Back for More
These days, people love fresh content as well. Even if you have great content on your website, it will become old news over time if you don’t keep it updated and regularly add new content. For example, tech news that may have been useful five years ago may not be of much use now, and therefore, it must be updated accordingly.
Don’t Force Content
If you simply don’t know what to write or have nothing new to say, don’t try to edit or add new content just for the sake of seeing what will happen or keeping your readers happy. Put some creativity into it, here are some tips. If you push content that isn’t as interesting as other content on your website, this can become tiresome to read, and your users might find it inconsistent.
Give Your Users Information They Can’t Get Anywhere Else
Lastly, provide answers to your users that they simply cannot get from anywhere else online. Think of a topic that you want to write about and google it. The chances are high that it will already be covered by hundreds of others writers. Take your time to read through what they had to say about this topic.
Just because others have tackled the content you have in mind, it doesn’t mean that it’s a bad idea for you to cover it as well. You are only adding to over-saturation when you duplicate content in different words. Instead, note how the other writers tackled the content at hand and then create an entirely new strategy for handling the problem. Add in your own, specialized advice that nobody else has yet to give online.
Originality is key when it comes to creating good content for websites. People want information that isn’t already readily accessible to them in a hundred different forms. It’s your job to give that sought after information to them.
Overall, any great website can stay afloat merely because it serves up useful content. Then next time you find yourself writing content for your website, ask yourself, “Is this information that people want to know? Has this been covered before?” You will quickly be able to narrow down what information you should be including and giving to your viewers, and what information you can afford to leave out.