Insights.

Content marketing - what is it and what are the characteristics of quality content

16 May, 2017

Marketing

Content marketing, or literally translated content marketing, has become a very popular topic in the last few years, especially among the marketing profession. With the rise of the Internet, content has become critical for companies entering or maintaining their position in the market.

Every day, more and more companies discover the numerous possibilities and advantages of websites. In addition to writing website content, they are also starting to run professional blogs to express their expertise and knowledge. It is a great way to present yourself in a good light in front of potential customers and strengthen your relationship with existing customers.

But not all content is great content. Lacking experience in content creation can lead to poorly structured and unengaging material, even for experts in a particular field. This, in turn, may deter potential readers who would otherwise appreciate the content.

Our tips can help you write high-quality content for your website or business blog, even if you're not a writing expert.

Simplicity and clarity

One big mistake that many experts in their field make when they start writing content is to overcomplicate things. To make sure that everyone can understand the content, it should be written as clearly as possible. This includes those who may have limited knowledge about your business or profession.

When writing, be sure to use as simple words as possible, without professional titles that only a part of your web visitors will understand. Write short and concise sentences because if the sentences are long, reading becomes tedious. In short - the simpler and clearer the content, the better.

Good content structure

The reader sees the title of the article, is intrigued and clicks on the article. The article page opens to him, and the first thing a reader sees is how it is structured. If the article is structured so that it looks like one huge block of text, he will not want to even start reading it. An article should be well-organized, with different sections separated by images and subheadings. Also, important words should be highlighted in bold, while it seems less overwhelming and more engaging.

On average, every 4-7 sentences should be in a new paragraph to make it easier to read. Each section should have its own subtitle, and feel free to bold the more important words to make them stand out.

Titles that make you want to read more

It is not for nothing that the title is the most important part of the article. If the title does not arouse a desire and a grain of curiosity for further reading, it means that it has not completed its task. The title should be specific and indicate what the reader will get if he opens the article. No matter how well the article is written, if the title is uninteresting, unfortunately, few people will open the article to read it.

To craft a compelling article, consider generating multiple titles after completing your writing. Reflect on which of the titles you've created effectively piques the reader's curiosity and entices them to continue reading.

An example of a bad title for, for example, this article would be something too general and non-descriptive like:

- "Content marketing"

A better title is:

- "Content marketing - what is it and what are the characteristics of a well-written text"

The title of this article informs the reader of what to expect when reading it. If the target audience is a writer, there is a high probability that they will be interested in learning about the characteristics of a quality text.

Get people to act

Of course, writing content for a website also has a goal. The goal is mostly to reach new customers. In order to ultimately achieve that goal, and not just write into the void, your content needs to encourage people to take action.

A common practice is to place a call-to-action at the bottom of the article, which will prevent people from leaving the web after reading the article. This can be a link to your services or products on the web, contact information or other blog articles that will further convince the reader of your expertise.

In the articles, mention your experiences, services or products and put a link to the page of that product or service. By doing this, you'll remind or tell the reader who found your site through a search engine that you offer what they're looking for. This is important because they might not have heard of your company before.

Pictures and video

Just as a picture is worth a thousand words, so are videos, infographics and various other graphic displays that serve to 'break' the monotony of the text, and add value to the article. When you add visual aids to your article, make sure to use relevant images, videos, and other multimedia elements. By doing so, you can effectively convey your ideas in a more compelling and engaging manner. It is recommended to include additional images in an article, even if they do not directly enhance its content. This will enhance the visual appeal of the article and prevent it from appearing monotonous.

There are many sources of free images on the Internet, such as Pixabay.com where you can find almost anything you need. But avoid using obvious 'stock' images that have become worn out and spoil the experience more than they improve it. The graphics you use should always be related to the topic of the article.

Accurate and verified data

When writing content, it is important that the content is completely accurate, which means no exaggeration, excessive bragging or popular 'click-bait' titles. For example, if you present some data from research, it is definitely a good idea to indicate the source of that data and a link to the source. In this way, you will show that you are credible and that you can be trusted.

With today's abundance of advertising content on the Internet, people like to see evidence for the claims being made.

Conclusion

Content is a key part of a website, so content writing should not be taken lightly. To effectively persuade potential buyers, it is imperative to craft compelling content that captures their attention and generates genuine interest. Ultimately, the goal is to influence readers and motivate them to make a purchase.