How to Write Great Online Content

What makes great online content? It’s not easy, but paying attention to quality factors can make a significant difference in reach and impact.

Great content helps you get more visitors, gets them looking at what you have to offer, and ideally makes them customers. The key is to provide your visitors with what they need, not necessarily what you want to tell them.

Write for Your Readers

As you develop content, understand and address what your users actually want to read about. What interests do they have? What events or news do they follow that you can relate to your business? What problems are they trying to fix that have led them to your site?

Understand what your target customer is looking for and address those questions and needs directly.

Make Content Easy to Read

No matter who you are talking to, we all want things to be easy to scan and read online. Think about the structure of your text and the words you use. Use paragraphs and several headings. Limit the use of long words and complex sentences.

Easy does not need to be boring! Have fun and make your content engaging.

Be Trustworthy

Write in a clear and user-oriented way to be transparent. State the facts, address issues. Use real photos whenever possible. Include testimonials as they were written. If you are real, people will connect.

Keep it Fresh

Great content is also updated. Have you given your website a read in light of the pandemic? Is your content sensitive to the current climate and the stresses your reader may be feeling? Keep your content updated so it always feels maximally relevant to the reader.

Social Media Connects Brands and Customers

More pandemic research confirms that online touches – and social media in particular – are important tools for connecting and engaging customers. Salesforce​ surveyed over 3,500 consumers worldwide to learn how consumers engage with brands. Social media emerges as the most influential channel for communicating with consumers.

Social media was found to be the  the most interesting and most noticed channel across all demographics when asked to compare social, television and email. 54% of consumers say they notice brand content on social media always or frequently — a higher figure than any other channel.

The survey findings highlight three trends.

  1. Consumers value organizational models and use of technology that provide differentiated, digital-first customer engagement.
  2. Customers value personalized, empathetic engagement and expect messages that resonate with their individual needs.
  3. Metrics like customer satisfaction and digital engagement can be used to optimize online outreach.

Advice for Brands

The results also offered some advice for brands.

  • 59% of consumers believe the frequency of messages should be decreased
  • 58% say the variety of messages should increase
  • 73% want messages to focus on products rather than brand messages

Look Your Best on Google

The Google top ten results has been invaded by rich results. These organic (non-paid) results are an effort to provide more interesting ways to get information to users. There are many types of rich results and more are expected to be added. Here’s a look at how you can capitalize on these opportunities in your marketing.

Current rich results include:

  • Star ratings
  • FAQs
  • Business listings

Rich Results and How to Get Them

Rich results stand out and tend to get clicks. Also, getting your content shown as a rich result is something like a stamp of approval by Google. In a sea of content, your content was selected for a rich result.

Earning a rich result has a lot of factors. It isn’t something you can buy into, so it is something that your online presence has to earn.

Start by knowing the rich results that are available for your important keywords. Find out who has them now. See what content they offer and determine if you have something better to offer.

Keep in mind:

  • Content has to be well-written and of high quality
  • Content needs to be optimized for the target keyword

Update your website content to showcase your better content. Hopefully, the next time the content is crawled by Google, your information will rise to the top.

Rich results are also easier to achieve if you keep your website well optimized for SEO. Even the best content can get missed if your site is not structured in a way that web crawlers can navigate and process.

There are coding conventions and other structural aspects to website that make them accessible to search engines. A SEO plugin or tool and Google Search Console can help you assess any problem areas and offer tips for improvement.