4 Basics to winning web content


If you are a business owner, it might be time to consider what your online content tells your clients. Does it inform, educate, sell, entertain, or inspire?

You might have a very clear objective for your company but your content might be speaking a completely different language. So, ask yourself: What role should content play in my business?

Once you’ve answered that question – adjust and then apply the four basic rules for effective online content to your strategy.

1. Always include visuals

Human beings are visually wired: our brains process and remember visual content faster and better than text. Some see this as encouraging mental laziness, while others see it as a creative opportunity. Whatever you call it, don’t risk relying solely on text. Your message will go in one ear and sail out the other – if it goes in at all! The best way to get somebody’s attention is to create visual content.

2. Back to basics

What are you trying to say? Get to the point and say it! Trying to be creatively clever is one thing, but trying to prove something by sounding clever can alienate people and lead to confusion. You want your potential clients to feel included when reading your content. The only way to ensure this is by keeping things simple. This includes your text, visuals, and examples.

3. Avoid keyword clutter

Yes, search engine optimisation (SEO) plays an important role when it comes to creating content online. However, be warned: keyword stuffing (shoving as many SEO keywords onto a page as you can) won’t get you far. Not only will Google pick up on your not-so-hidden agenda; your hours spent on optimisation rather than creating clever, creative content could be precious time wasted. Rather stick with being original and in the long run you will see organic results.

4. More than ever, it’s important to share

Once you’ve managed to establish the basic message of your content, you need make sure that it is likable and shareable. This you do by placing your content on social media platforms like Facebook. Again, you need to think visually. The chances of people liking and sharing your content increase when you offer them visually appealing material. Remember, the more your content is liked and shared on social media platforms, the higher your SEO ranking climbs.

A clear, organic message will be recognised and rewarded by search engines over time. The higher you rank, the better your chances are of appearing in searches. Stick to these basics and you will soon be reaping the benefits.

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