The design shouldn’t be distracting or overwhelming, so avoid presenting everything in one go.

Here’s why the posts you publish should be given more consideration.

Creating very specific and targeted content based on what your audience wants will make your content marketing efforts worth your time, money and effort. Once you have established that connection with a person, the road to converting them into a customer is much easier. At the same time, it’s important you pass Google’s algorithmic tests to push your website to the top of search engine results pages.

Good content is findable

If someone is searching for your product or service online, are they likely to find your website? And if someone is searching around your website, can they find what they’re looking for? A quality post won’t yield any results unless it’s targeted and been subject to an effective search engine optimisation (SEO) strategy.

What do people search for when looking for your business?

In order to make your content findable, tools such as Google AdWords allow you to see what people are searching for and then structure your content around these phrases. Say for example you own an auto repair store, do you make more sales from people searching for ‘mechanic’ or ‘auto repair’?

Usually the first keywords that come to mind are about what the business does or what it sells. For example, if you’re a carpenter then you can assume you will rank highly for ‘carpenters’ and ‘contractors’. But rather than guessing, keyword research tools allow you to find this information to gather what terms your customers are using so you can optimise your content and therefore your site.

What’s your end goal?

Your website content can have many goals and intentions, and requires a different approach depending on the long-term aim. As a general rule a solid content strategy has the ability to inform your audience and keep them engaged.

As a foundation, ensure you have product and service descriptions, pricing details and contact information listed. When you’re ready to write, think about what kind of posts you will create, whether that’s instructional pieces, case studies, videos, podcasts, photographs or infographics.

You don’t need to be a writer. Experimentation is part of the learning curve in understanding your demographic. Get creative, rather than focusing on failure.

Who is your customer?

What are the characteristics of your typical customer? Target your tone and writing style to speak to that person. Play around with your tone of voice across different platforms.

As a general rule, content that is difficult to read (for example, feature-length articles) often go unread, while content that is bite-sized and easy to read means your visitors are more likely to take action and revisit your page.

Does your content ring with sincerity?

Authentic content helps you communicate your individuality and resonant with your customers to cut through the online noise and competition. While SEO is a priority when writing content, search engines are quick to recognise keyword spammers.

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