So you think the content on your website will get you the traffic and sales you want? Think again. Such content will need to be different from the run-of-the-mill content you generally find on ordinary websites. While the exact parameters for defining quality content will vary by site and purpose, some generic hallmarks of quality content writing are as follows:
Write for the audience: Writers who simply insert keywords cannot deliver engaging content. They write for the search engines, rather than for the reader. If your site figures on several first pages of search results and does not provide engaging content, what’s the use of showing up on the first pages? Write for the people who will read and benefit from the content.
Take good care of the flow: Content should flow well – from sentence to sentence and paragraph to paragraph. Nobody likes content that rambles on – the kind that gets written when keywords are given undue importance. The content should be easy to read aloud.
Grammar is important: Apart from the occasional typo in blog posts, you cannot afford to neglect grammatical accuracy. Grammar is what makes your content easy to understand. Faulty grammar makes it difficult to communicate effectively with audience or business community.
Provide useful information: Provide useful information through your website pages, product descriptions, reviews, blog posts, how-to articles, e-books, and whitepapers. These are some good ways of offering such information. It should be information that your customers will lap up eagerly and come back for more.
Retain originality – always: Your content writer will need to look up diverse sources of information to create quality content. Provide clear instructions that he/she is not supposed to ‘lift’ even two words from other websites and sources. Also provide for the diverse sources of information. Great content comes straight from the heart – and brain.
Learn how to use keywords: Keyword stuffing worked earlier when Google and other search engines were not as smart as they are now. You can nevertheless use keywords to good effect. The thing to do is to write for the audience and then use a few good keywords in just the right places. Your content writer will know how to do that, if he is any good.
Brevity is the soul of wit: This is the mantra for writing successful content, not just good or great content. The ‘keep it simple and sweet’ principle (K.I.S.S.) works like nothing else. If your site’s content delivers maximum information in minimum words, nothing like it. Again, your content writer can do that.
Finally, make sure your content writers are just as integral a part of your organization as your developers, designers, and other staff. Quality content – more than anything else – will make people notice your products and services. Writing quality content requires loads of inspiration, information, and a writer’s desire to contribute to the business effort. Make sure you make those available to your best writers.