Developing Higher Performance Website Content

By on Mar 11, 201411

Content Marketing MascotThere is no doubt that you have a large number of competitors who do what you do. Your big issue is how to make your offerings stand out above everyone else’s. The secret lies with your online content.

Why top-quality content is so necessary

The idea is that by writing top-quality content that will appeal to other people in some profound manner, you will successfully attract a greater amount of traffic and you will be able to engage your readers and promote valuable discussions over time. When you build a relationship with the other person, you are proving yourself as a business owner to that person, you are demonstrating your credibility, and you are positioning yourself as a subject matter expert. However, as much as you have a great deal of pride in your content and your brand, other people who profess to do the same thing that you do are trying (on a continual basis) to beat you to the punch. Unfortunately, because of the great influx of content from people who are all trying to increase their revenue and to become more and more successful (and who could blame them?), there is a lot of sub-par material out there. In fact, if you are trying to increase your online traffic and engage your target audience, you may have no choice but to get creative.

  • A large percentage of content that is published on a particular business’s website drives very little organic traffic to that business. That is a sad fact when you consider that a great deal of effort is usually made on the part of the business owners (and other major decision makers) to create top-quality, interesting content that will excite and entice other people and that will compel them to continue reading. Those efforts include writer, editing, reviewing, and publishing the content.

  • How your content is received is in many cases predetermined. Before you write and post a single word, you need to be aware of the fact that you don’t have a great deal of control over who reads what you are sharing. There are a finite number of people who are interested in your content (for a variety of reasons). It is your responsibility to come up with topics that are enticing and appealing on a broad scale.

  • If you have a solid understanding of what appeals to your target audience and what doesn’t really do it for them, you will be tremendously successful through your content. However, in addition to applying that concept, it is also very important to understand that as you write content, you must bear in mind that you need to please the search engines at the same time. If you don’t do that, nobody will find you online.

Most likely, your next question is, “how do you come up with the most effective formula to come up with the right content every time?” There are several different ways in which you can accomplish that.

  • You can go on the hamster wheel: That may sound crass but what it means is that you keep trying as hard as you possibly can so that you are ahead of the game. Unfortunately, that means that you are trying to stay ahead. However, it does not necessarily mean that you are getting ahead, only that you are ahead. In fact, it will probably affect the quality of your content in a negative way. If you use this approach, you will put forth a great deal of time and effort (0n a regular basis) just to make sure that you are meeting the demands of your target audience. However, the results that you achieve may fall short of the quality that you are hoping to achieve. On the other hand, if you don’t maintain that pace that you have set, you may really be in trouble.

  • All hope is not lost: There is another approach that you can employ. With this approach, you will focus less on the amount of content and more on the quality of the content. That is usually a very effective approach and one that many people swear by. Ironically, if may take you at least as much if not more time to come up with better-quality content even though it is not as voluminous and the content that focuses on greater quantities.

There are several things that you can do in order to successfully come up with top-quality content that hits its mark every time.

  • Come up with solid objectives: Although this one may seem simple, it is one that many business owners seem to overlook. On the other hand, it is an approach that is essential to your success and you must firmly establish solid objectives before you proceed with anything else. Once you have identified your goals, you will want to build your website content around those objectives.

  • Do your homework first: It is critical that you do the research before you start to create your content. Your content and your online reputation is too important to mess around with this one. As you are doing the research, one of the things that you will want to determine is which keywords and key phrases to use. Interestingly, slight variations in keywords and key phrases may make all of the difference when it comes to people reading what you are sharing.

  • Don’t take anything for granted: Sometimes, small adjustments make a huge difference in the overall scheme of things. Remember, one of your goals is to stand out above the competition. Your small adjustments will hopefully allow that to happen.

  • Embed your content in your overall online marketing strategy: Your content strategy and how your content fits into your business plan are extremely important and will have everything to do with your ultimate success. It is important to remember that the idea that your content must be top quality is not a one-shot deal. It must be consistently the case. Your bar is high and you have a responsibility to keep it at that level.

  • Pay close attention to analytics: It is critical to your success that you pay attention to analytics. Otherwise, how will you truly understand how you are doing? There are many different aspects of your progress that you can and should track. There are many programs that can help you and a large percentage of them don’t cost anything.

Conclusion

If you decide to choose quality over quantity, you will probably not regret it. You will most likely find that managing your online marketing strategy though your content is not as difficult or time consuming as you may think. The results that your efforts will yield will be well worth it. If you make those changes and other people follow your example, they will probably see equally positive results. You will manage to truly help them and to make their business a greater success as well. It is important to remember that the content that you share is valuable and useful to those who will be reading it.

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Carolyn Cohn

Co-Founder and Chief Editor at CompuKol Communications LLC

Carolyn Cohn is the Chief Editor of CompuKol Communications LLC. Mrs. Cohn has a wealth of experience in business writing as well as having a strong editorial background. She manages all of the company’s writers, journalists and editors as well as writing, editing and publishing several business articles a week on a consistent basis, which are syndicated globally.

Mrs. Cohn has run several editorial departments for other companies. She has over 25 years of editorial experience and her expertise covers a wide range of media, such as online editing, and editing books, journal articles, abstracts, and promotional and educational materials.

Throughout her career, Mrs. Cohn has established and maintained strong relationships with professionals from a wide variety of companies. The principle that governs her work is that all words need to be edited.

Mrs. Cohn earned a Bachelor of Arts degree in English from the State University of New York (SUNY) at Buffalo.

Mrs. Cohn is a member of the American Medical Writers Association (AMWA).

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