One of the RSS feeds I include on my site is MarketingProfs, and they featured a very helpful article from THATagency on 12 Steps for Creating Good Website Content. Most of the steps include links to even more useful information to improve your blog content.
Here are the 12 Steps:
- UNDERSTAND WHAT PROBLEMS YOUR PRODUCTS/SERVICES SOLVE FOR PEOPLE.
How do your products and/or services add value by saving time/money/headache? Be specific. Be compelling.
- IDENTIFY WHO CAN BENEFIT FROM YOUR SOLUTIONS.
Create personas based on commonalities among your existing customers or those of your direct competitors.
- KNOW WHO YOU ARE COMPETING AGAINST.
How can you differentiate yourself? How are your products and/or services unique and/or better?
- TARGET EACH PERSONA.
Explain how your products and/or services alleviate each persona’s specific pain points. Employ empathy. Address common objections or barriers to purchase/convert. Know what motivators inspire each persona to take action.
- FOLLOW THE BUYING JOURNEY.
Create content to target each persona at every step of the buying journey. Lead prospects down the sales funnel, from awareness to consideration, decision, and advocacy.
- DO KEYWORD RESEARCH.
While good website content isn’t created for search engines, good website content is optimized to be highly visible in their results. A key part of that optimization involves targeting the right keywords.
Be sure to take into consideration human factors such as relevancy and usefulness (intent) as well as search volume and difficulty during your keyword research process. In addition, think about creating blog content to answer your prospects’ and customers’ most frequently asked questions about your products and/or services.
- INCLUDE SOCIAL PROOF.
Reviews, testimonials, awards, and certifications add credibility. Blog author bios add authority for E-A-T.
- CALL YOUR WEBSITE VISITORS TO ACTION.
A simple directive phrase like “Subscribe Now” or “Add to Cart” instructs your website visitors on what to do next, making the buying journey clear.
- CHECK YOUR SPELLING AND GRAMMAR.
No, really, check it again. According to a recent study, typos on a website’s landing page increased the bounce rate by 85% and reduced the time on site by 8%.
- FORMAT ACCORDINGLY.
Yes, this includes using keywords and implementing other on-page SEO techniques. However, it’s important you don’t lose sight of who you are really creating your website content for – people. For example, formatting for people might include organizing your text into bullet points and numbered lists to make it easier for your website visitors to consume.
- GET VISUAL.
Human beings are visual beings by nature. In other words, if you focus solely on text, you will not do your website (or your business’ bottom line) any favors. According to a HubSpot study, video significantly increases dwell time on websites, while an article by Neil Patel claims using infographics can double your website traffic.
- KEEP IT FRESH.
Good website content isn’t set-it-and-forget-it content. Customers’ needs change. Your content should follow suit to ensure your website remains relevant to your target audience.
They have also included a nice looking infographic which you can access here.