If there’s one thing that ties every successful digital media resource together, it’s great content. Whether you’re simply looking to have a new website designed or you’re implementing an extensive search marketing strategy, incorporating SEO, social media and e-mail communication, content is always needed.
The problem is, there’s a considerable difference between poor content and great content. In fact, there’s a big difference between good content that people want to read and great content that’s going to help you achieve your digital goal, be it gaining more website visitors, increasing website conversions or something completely different.
With there without doubt a need to invest in quality content – if not just for peace of mind that it’s going to supplement the rest of your digital strategy perfectly – there are several steps that every writer should take to produce great content:
1. Think of your audience
Above all else when producing content, the audience needs to be thought of first and foremost. It genuinely doesn’t matter whether it’s content for a website or social media, if you don’t have your audience in mind, you’re not going to be able to deliver the most effective content possible.
You need to understand your audience as best as you possibly can, as only then can you feel confident you can produce content they’re going to want to read and be receptive to. Research plays a bigger part in the production of content than many first realise and it’s not until you begin to realise that every word written really does have to count that the importance of understanding your audience stands out.
2. …and your platform
Although digital content is obviously to be produced for the digital platform, there are numerous platforms within this umbrella and so before the content production process even begins, you need to have a clear understanding of what the requirements for the relevant channel are.
For example, if you’re writing for Twitter, you have the notable character restrictions in place, but you also have to take into account the more informal approach people often expect. It’s the same with Facebook, too, although you do have considerably more scope for lengthy content (but that’s not to say it’s necessarily the right thing to do).
If you’re looking at a blog, however, you want content that’s substantial and of genuine use to your audience, but also particularly engaging and inclusive of the necessary calls to action so it has the desired impact on those reading it.
3. Review, review, review
It’s very rarely the case that a piece of content produced in one sitting is ready for publishing immediately. The vast majority of writers will – or should – review their content thoroughly at least twice, not just amending any typos or grammatical errors along the way, but rewriting certain phrases, sentences or even entire paragraphs to feel confident that every word will have the necessary effect.
An overview of the importance of creating great digital content and what needs to be taken into consideration to ensure it’s achieved, the reality is that to create content that’s going to be effective, you need to consider your audience, think about your platform and don’t be afraid to make amendments, as every word that’s published really does have to count.