I was recently asked in an interview what my idea of perfect Web content is. My answer: Something that evokes a reaction – whether it’s joy, surprise or anger. As an emotional person, I’m a sucker for anything that makes me happy or makes me cry (for good reasons). But evoking emotion is not the only ingredient that works to make your Web content work as a marketing tool.
The perfect web content also:
- Educates: The reader should come away with something he or she may not have known or thought of before. Whether the knowledge is how-to or news, educating your reader goes a long way in getting them to come back and learn more.
- Motivates: Creating content that motivates the reader to purchase your product or service might be your end goal, but that’s not the only motivator you want. What about motivating readers to take more general action such as get in shape, go green or make over their website?
- Is easily digestible: People are busy and don’t have time to read long, drawn-out Web content. Make it captivating, succinct and easy to read by using subheads, bulleted points or numbered lists.
- Is easily shareable: Make sure you always include share buttons on your content so your readers can easily pin, post and share with friends.
- Doesn’t overpromise: I’m all for SEO so your content can be found by a quick search, but you’d better deliver what you promise. Don’t promise solutions or new information if you’re just rehashing what’s already out there. You’ll lose your reputation and lose your standing in search engine results.