(image: https://www.superdream.co.uk/wp-content/uploads/2013/02/banner_killer_content11.jpg alt: Steps to Writing Quality Content)
**If you’ve read any marketing blog recently, you’ll be used to the phrase “Content is King”.**
Everyone from SEOs and internet marketers, to business owners and (link: http://web.archive.org/web/20010126005200/http:/www.microsoft.com/billgates/columns/1996essay/essay960103.asp text: Bill Gates) are talking about “quality content” and “content marketing”. But to the 2013 marketing department, what does this really mean?
How can you turn “quality content” from a meaningless buzzword, into an actionable plan that boosts your business?
Mastering content marketing
In 2013, great content is vital. But many brands are struggling to define what exactly it is that makes content “quality”. How can you put finger to keyboard and craft the type of content that sets you up as an authority figure, and keeps your customers coming back from more?
Before you can begin crafting the kind of written content that not only attracts visitors but links too, your business needs a (link: https://www.superdream.co.uk/content-marketing-plan/ text: content marketing plan). The kind of content plan that helps you schedule killer content for both on and offsite marketing.
Content marketing isn’t always easy to get right. Just ask technology giant, Nokia, who recently (link: http://www.prdaily.com/Main/Articles/30f834c7-dcb7-4d04-8e7b-08142a65e6a8.aspx text: came under fire) for their attempts at so-called “content marketing”.
“Content” looks at a lot more than just the written copy you produce.
A “quality” content marketing plan will feature a diverse mix of written posts, videos, images, infographics, podcasts, and more. By using (link: http://www.distilled.net/blog/seo/7-types-of-content-to-get-traffic-and-links/ text: different types of web content), you can attract different audiences and increase your link profile.
This article though, focuses on how to create high quality, written content. This is the most common type of content brands and marketers attempt, but is the one that most businesses struggle to get right. Here, we’re going to break down exactly how to create a “quality” article that really is “King”.
Think before you write
(image: https://www.superdream.co.uk/wp-content/uploads/2013/02/shutterstock_85546015.jpg alt: 5 W’s of writing quality content)
You can’t just jump straight in and (link: https://www.superdream.co.uk/tips-for-writing-engaging-copy/ text: write engaging copy).
The number 1 mistake marketers make when writing web copy, is failing to identify exactly *why *they’re writing it. Before you can produce something that is high quality, you need to outline the purpose it will serve for your readers. Ask yourself (link: http://en.wikipedia.org/wiki/Five_Ws text: “The 5 W’s”):
– **Who **is your target audience?
– **What **kind of information do they want?
– **Where **are they going to use this information?
– **When **can they action it?
– **Why **does it matter to them?
– **How **can you speak exactly to this audience?
### **1. Identify WHO your audience is and WHAT they want**
Before you can write anything, you need to identify your “ideal” audience. Take the time to create a persona of this customer. Outline who they are, what they do, and how your business can help them. What influences them, what are the challenges they face, and how can you help solve these difficulties?
Armed with this knowledge, you can begin creating the kind of written content they’re searching for. But how do you identify exactly what kind of content they’re looking for? The easiest way is to simply ask. Request feedback by:
– Asking your audience to leave comments and feedback on your blog
– Pose the question via social media
– Send out a survey or (link: https://www.superdream.co.uk/email-marketing-tips/ text: eshot)
– Attend networking events
### **2. Research your content in detail**
You can’t say that you’ve produced a “high quality” blog post, unless you have done your research.
This doesn’t have to be a lengthy process, but supporting your arguments with data from an authoritative resource can really back your point up. With (link: http://contentsmagazine.com/articles/reconsider-the-source/ text: 65% of web users) saying they believe web content to be ‘unreliable’, backing up your content with statistics and quotes from authoritative sources is more important than ever.
(If you don’t believe us, check out (link: http://www.copyblogger.com/data-driven-copywriting/ text: this post) on data driven copy from Copyblogger!)
Here are some basic steps to kick-start your article research:
– Identify your chosen topic – You should know by now what you’re customers want and need, so make sure your article idea answers all their questions.
– Research the market – What are other people saying? How can you develop these articles and create something unique? If there’s a gap in the market – fill it! Quality content offers something alternative to what is already available.
The writing process – Crafting “quality” content
The first thing to understand about crafting killer copy for your website is that it’s not the same as writing for print or academic purposes. If you want your content to be quality, you need to follow these best practices:
### **3. Make it actionable**
As we have said, for your content to be deemed “quality” it needs to be useful, unique and engaging.
Think about the last time you searched for something on Google. Chances are you were looking for an actionable solution to a problem. Whether it was for tips on making a delicious meal, or hints on writing quality content; you were searching for practical, easy-to-use tips.
Actionable content gives the reader something to take away. Take a look at these two examples:
(image: https://www.superdream.co.uk/wp-content/uploads/2013/02/badcopy1.jpg alt: un-actionable web copy)
(link: http://www.entrepreneur.com/article/205992 text: Source)
(image: https://www.superdream.co.uk/wp-content/uploads/2013/02/goodcopy11.jpg alt: actionable copy)
(link: http://beeliked.com/resources/how-to-use-twitter-a-beginners-guide1/ text: Source)
Which of these not only looks more visually appealing, but actionable? Which of these are you more likely to read?
Provide your audience with something they can really act on. Giving your readers something to do, practice, or experiment with is the first step to creating content that generates a buzz online. Here are some tips you can use today:
– Identify what you want your reader to do, and convert these into your calls-to-action
– Use subheadings, bullet points, and images to break up the text and guide readers through your content
### **4. Keep it conversational (but remember your spelling!)**
(image: https://www.superdream.co.uk/wp-content/uploads/2013/02/d32a2c8ae605f8238bcb4a2cc9ec68c7.jpg alt: Punctuation saves lives)
(link: http://onesydneyroad.com/blog/ text: Image Source)
Web audiences are much more accustomed to being addressed in a conversational tone. That means steer clear of complicated jargon – unless the occasion calls for it – and keep your copy clear, concise, and conversational.
While that doesn’t mean using expletives to emphasis a point, using humour, puns, and the odd bit of slang can help personalise your posts. If you speak to you audience, rather than speaking down to them, they are much more likely to respond and react to your copy.
Depending on the nature of your business, you may need to keep the tone of voice more formal. Keep your brand values in mind, to help you determine the best tone of voice for your written copy. But whatever you decide, keep it consistent. Mixing up your company ‘voice’ will only confuse your readers, and make you look unprofessional.
But just because you’re keeping things more informal, that doesn’t mean you should throw away the dictionary, and rip up the grammar rule book.
If you want to be seen as a credible source of information – and you want people to act on your content, buy your products, and link to your website – you need to take your spelling and grammar really seriously.
(image: https://www.superdream.co.uk/wp-content/uploads/2013/02/d528941ba4a3c8925fc2dacb4ec349f0.jpg alt: Oxford comma)
(link: http://pinterest.com/pin/99923685452712611/ text: Image Source)
### **5. Structure your content appropriately**
(link: http://www.nngroup.com/articles/how-users-read-on-the-web/ text: Research by Nielsen Norman Group) shows that web users skim read articles, rather than take the time to soak up everything you have to say. The study confirms that it is pretty difficult to read huge blocks of text on a computer monitor – and even more difficult for those visiting from a (link: https://www.superdream.co.uk/ecommerce-for-tablet-computers/ text: mobile or tablet).
Quality content should be structured as such:
– Short paragraphs of between 1-4 sentences
– Mix up the length of paragraphs to avoid your article getting repetitive
– Use different weights such as **bold, ***italics,* and underlined to emphasise your points
– Use bullet points and subheadings to make skim reading easy
– Images, videos, and other types of content are great for breaking up blocks of text
– Keep it concise – Remember, we’re talking “quality” here not quantity. If you think you’ve said all you need to, you probably have
You can have produced the best piece of content ever, but if your audience can’t read it – and find exactly what they’re looking for – it will get lost in the World Wide Web.
If you want your content to be considered “quality”, you need to make sure the actionable points we mentioned earlier are easy to find.
### **6. Repurpose, reuse**
Sometimes, even the best copywriters can struggle to create “quality” content that packs a punch. If you’ve got a looming deadline, and (link: https://www.superdream.co.uk/tips-for-clearing-creative-block/ text: creative block has struck), there are a number of ways you can craft killer copy without really trying.
Repurposing and reusing the content you’ve already written is a great place to start.
Have you written a great list post that you’re proud of? Transform it into a colourful infographic, and share it on your blog and social media platforms. With minimal effort, you have a brand new piece of quality content that your readers will love.
Turn a tutorial into a video, and infographic into a podcast, and transcribe a podcast into an informative blog post.
Just remember to follow all the aforementioned points to keep your content packing a punch.
Takeaways
SEOs, internet marketers, and bloggers are right to push quality content. It is one of the best ways to build up your brands’ reputation, cement your position as an authority, and generate organic backlinks for your website.
Take the time to write quality content by:
– Getting to know your target audience – remember the “5 W’s”
– Research your article ideas and outline a unique angle
– Keep a call-to-action in mind when writing
– Use a consistent tone of voice and spell check your work
– Write in a web friendly way
– Repurpose your content where possible
Everyone claims to have found the “secret” to content marketing, but as content marketing is still in its infancy – and varies between businesses and audiences – the secret is that there is no quick fix. The best way to produce “quality” content for your website, is to write – and write a lot.