Yes, we can hear you groaning from here! You’ve just launched your snazzy new website and now every web design and SEO expert (including us) is telling you to maintain a blog. Regular web content is like a genie in a bottle – you just have to let it out and shine. Sorry in advance about the lack of three wishes, but a well-maintained blog will bring you more traffic, keep your audience engaged, and help your search rankings.
What Is Web Content?
Put simply, web content is the words, images, and sounds that visitors will encounter while surfing your website. Yes, the design and user experience of your website are hugely important. But it’s your content that will determine whether or not your visitors will return often.
Why Is Regular Content Important?
1) It Helps Search Engines
There’s a reason why this is number one. While nobody knows the perfect formula for winning top SEO results, most experts agree that blog with regularly updated, fresh content is a big factor. Search engines prefer recently published, unique content and give it more weight in their ranking algorithms.
2) It Shows That Your Website Is ‘Alive’ And Current
If the last thing published on your blog is from over three years ago, your visitors are going to wonder what you’ve been up to lately. Are you even still in business? Yes, there’s a chance that you could be sending the message that you’re too busy, and therefore in very much demand, to maintain your blog but do you really want to take that risk?
3) It Helps You Reach New People
Every new blog post is another chance to share your expertise, your specific take on current events, your personality, and your company’s ethos. Thoughtful, organic keywords (no keyword stuffing please!) can help bring new visitors to your site, even if it’s for something as simple as tried-and-true pumpkin cheesecake recipe.
If your blog content is particularly useful, interesting, and well-written, you might even get backlinks from other quality websites. It’s a win-win lovefest for everyone involved – search engines reward quality engagement and links between high quality websites.
4) It Keeps You Talking To Existing Audiences
Kind of a no-brainer. If you are sending good quality, engaging content out into the world on a regular basis, you are also giving your customers and visitors many more chances to communicate with you. Have fun with this. Ask questions that invite comments, create hashtags for people to share photos on social media. Create polls, contests, you name it.
Top Tips For Content Production
1) Produce Relevant Content
Walk this tightrope easily by ensuring that most of your posts relate directly to your area of expertise. Also consider writing about current events or anything that has captured the nation’s (or the world’s) attention. Stuff like huge sporting events (the World Cup, the Olympics), annual holidays like New Year’s Eve, the Oscars, royal weddings or babies, even unusual weather. Have a look at what’s trending on Twitter. Just remember to remain sincere and engaging – anything with the slightest whiff of agenda or advertising will turn your younger customers off almost instantly.
2) Make It Regular
Consider creating a content strategy. This doesn’t need to be complicated – it could be as simple as deciding that you’d like to post fresh content several times each week or month. Think of what specific topics you’d like to cover, and create a calendar of when you’d like to publish each post. You might want to stagger your topics a bit, but it’s up to you how structured or ad hoc you’d like to be. For example, If it’s only one person creating and publishing the content, your organisational strategy can be a bit more relaxed than if you had a whole team of writers to manage.
3) Use Clear And Simple Language
This is not the time to bewilder your audience with techno-babble or jargon. Using plain language, shorter sentences, and avoiding passive voice will always be essential for good, engaging writing. Remember that your web readers are more likely skimming rather than reading each and every word. Break up your content into small paragraphs with lots of headings, to make skimming even easier.
Anticipate your readers’ questions and answer them naturally in your prose. Don’t forget the power of a well-placed image, infographic or video. Often a good visual will get across your meaning better than words ever could. There’s a reason the saying ‘a picture’s worth a thousand words’ is still widely used.
4) Share Widely
Ah, social media. You may love it, hate it, or try not to think about it too much. At any rate, it’s the best way to get your content out there. Email marketing is another way to share, along with using different pages on your website to draw your reader’s eye to your blog page.
Enjoy Reading This Post?
Our team at Web Design Review research and evaluate web design companies from across the UK. This saves you the time, effort and money doing the research yourself. You might be interested to read more about writing and blogging – find more helpful posts in our writing category here. Happy reading!
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