Fresh content is crucial to your website’s success, as new posts and general website content will keep you relevant with search engines. Regular content is also the basis of your online presence, though, marking it as one of the main reasons visitors return to your site after their first visit. While some companies have a writing team on staff to create blog content or other forms of content, there are many businesses that may find it necessary to outsource their writing to a professional writing team to create new content daily, weekly, or otherwise.
When creating website content it’s important to keep all posts relevant to your company, or the overall industry your company works within; creating frivolous content for the sake of it will not give you positive reader retention. Before you begin creating material for your website, we think it’s wise to take certain factors into consideration, discussed below.
Creating a Brand’s Voice
Whenever you begin to introduce original website content, you want to speak directly to your reader. You can only truly achieve this once you identify who your target audience is. Once you understand who you want to visit your site (retirees looking for investment advice, housewives looking for recipes, etc.) you can then begin to work on your public perception. If you want to be seen as a casual and fun company, your writing should have a laid back and less authoritative feel to it. Whereas a company that wants to come off as professional and high-end, should have a writing style that reflects formality and professionalism.
Once you have figured out your desired tone, you have to make sure that every piece of webpage content reflects that brand voice. This will ensure that you attract the right audience and remain consistent throughout your material. If the readers feel comfortable with the tone of your blog or other website content, they’ll not only return to your site in the future, but they are more likely to share your posts with friends and family.
Facts, Figures, and Opinions
Now you have your target audience, your tone of voice and your commitment to regular content, it’s time to get to work. If your main content is on your website’s blog section, you’ll want to make sure that the content is industry-related, rather than random or off-topic. This will help your readers relate to the content and it gives your business a much more professional, knowledgeable appearance.
When writing a blog post, or article for your website, you should put accuracy ahead of everything else. Weaving facts and figures into a piece of writing is a great way to create well-rounded material, but it’s of the utmost importance that these numbers are accurate and truthful, otherwise you’re effectively lying to your most loyal readers. Presenting facts will also prove to your audience that you are an authority on the particular subject, and, perhaps, within your industry at large.
If you want to add relevant facts, while being more engaging, you can also add figures in the form of graphs, charts, and diagrams. These additions provide readers with verifiable information, whilst breaking up the text with some colour. Studies show that these breaks in large walls of texts contribute to a more attentive audience, meaning more readers will actually stick with your content until the end, rather than click away out of boredom or distraction.
While you always want to make sure your articles are factual, you should feel comfortable enough to interject an opinion or idea wherever appropriate. There may not be much call for this but it’s perfectly fine to do so, intermittently, so long as the subject matter is appropriate for it. This can add to your credibility, as it makes your content more insightful than a simple list of facts, as well as displaying that you understand the topic well enough to elaborate and theorise on it.
Different Angles for Posts
Creating blog content doesn’t always have to mean straightforward posts or articles in the standard format. To keep readers entertained, your writing team should try to come at content from different angles. If you notice your readership declining, try changing things up slightly by writing a different kind of article. You can try interviewing people, for example. Interviews can be as simple or as complex as you want them to be: a simple discussion with an industry authority or a complete profile on a new business owner or CEO – and everything in between.
If you have an ecommerce site you can create blog content in the form of product reviews. You can also review topical industry research, for example: if you’re an engineering company, your readers might be interested in a review of a new technical development or new procedural changes.
Your writing team can also offer commentary on industry research of their own; this is a great way to voice your company’s opinion on the larger field while still remaining professional.