Content: The Heart and Soul of Your Website

November 3, 2016

Although web content has long been largely underrated, it is quickly gaining ground in the results page arena. Find out how your excellent web content can help you rise in the rankings.

Read more from Patrick’s article here.

Let us hear from you! Please share what’s working on your website.

Your content must achieve a business goal or objective

In his article, “The Purpose of Content (It’s Not What You Think.)” Patrick McFadden sums it up perfectly, “You must think about your content achieving a business goal or objective – ultimately finding ways for it to create awareness, trust, educate and convert a customer. Building an asset to provide you with a return over time.”

Adult businesswoman working at home using computer, studying business ideas on a pc screen on-line
Seventy-two percent of marketers worldwide said relevant content creation was the most effective SEO tactic according to a June 2015 Ascend2 report. (Source: MarketingProfs)

Diamond studded content answers questions. It educates your audience about services or generates buzz about upcoming events and can introduce new products. Good content shows how to make something better through information, an improved design or a more focused solution. It shows how well you know them and, done well, gives them something they can use. Through that, you build trust with your audience.

Polish those paragraphs

Great content supplies link-worthy articles or posts that interest your readers. For example, if your ideal audience consists of new writers, each post might explain how to develop a consistent habit of writing. Explain how to overcome writer’s block, self-motivate and guard their writing time.

You might add links in your post connecting them with online writing groups or share upcoming webinar classes on various subjects. You might invite other writers in your field to guest post on a specific topic. Expose your aspirants to new concepts, good habits, and related events. By networking with people who post similar content, you build community in your field, become known and widen your sphere of influence.

Link to great ideas

How do you know if you’re writing great content? Does it feel risky? Does it make you nervous? The best content is a little edgy. In “5 Secrets to Award-Winning Content” Jonathan Kranz says this about content creation: “If an idea doesn’t make you at least a little nervous, it’s probably not worth pursuing.”

If your website is already up and running, another alternative exists. A content audit can breathe new life into your web content and make it sparkle. Make sure what you write performs well for you. Make every keyword count. Based on your vision for the future and the current goals of your business, build a thorough content strategy around readable and engaging content. Be sure to include relevant search terms and you’ll be on your way to building your business.

See the next installment of this series: Is Your Site “Interactive?”