What exactly makes epic, compelling written content? How can you tell if what you have on the page is exceptional or just plain average?
For a start, your content has to be well-written. It has to be written professionally with a focus on engagement and interaction.
In other words, it should consist of sentences that are carefully constructed with a view to informing and educating the reader, encouraging their reaction to the piece and, in simple terms, stimulating a conversation, be it by their commenting and sharing of the post.
Links and social sharing (like Tweets and Facebook shares) are both activities that Google calls “signals” of high-quality content. In other words, content that will sit at the top of their search pages.
And content that gets shared often is content that is:
- useful (solving the reader’s problem)
- interesting (relevant and catches their attention)
- audience-friendly (readable and well-constructed)
- sticky (the reader wants to settle in, learn more, take the relationship further)
- unique (a time poor reader wants to discover new material, not re-runs).
It all sounds relatively straightforward but, for too long, business content writers have been writing for search engines instead of people – in effect, they’re writing spam rather than meaningful words that benefit your business.
It’s wasting their time, your time and generally annoying the people you do manage to get your message in front of.
At the end of the day, high quality content will naturally bring more traffic and greater popularity to your site. Search engines intuitively prefer sites with quality content. For example, a website with content on one page that informs while, on the next page, content that engages.
Simply having a great website design or posting frequently on your blog is no longer enough.
The online content you put out as a business is one of the most important tools for providing information to showcase and sell your services and products.
So when it comes to writing for your business, if you can’t do it yourself, then hire someone to write epic, can’t-put-down-able content, which will drive customers to your site and persuade them to do business with you.
Have we missed anything in the list above? What else do you think makes great content? Share with us below.