Web content: How to get started

 

  • DO spend some time thinking about what you want to write. Is it content for web pages, or a blog? Who will read this? What do you want the reader to take away, or do differently after reading your content? Jot down a few ideas.
  • DO write about something that interests you. You choose the tone: neutral, opinionated, clever or funny but, above all, be authentic and post new content for your readers. Search engines too like original writing. Keep posting new content as it means the search engine checks your page more regularly.
  • DO bring your content to life; use case studies or practical examples, quotes, opinion, funny stories, learning points, or successes. Do be inventive, include infographics, videos or a good photo at very least. Ask for help if you need it.
  • DO write with the audience in mind. Simplify your language if your audience doesn’t understand it, cut out jargon. don’t write long sentences. Aim to write around 300 words, but you can write more if the subject demands a more considered approach.
  • DO tell a good story and don’t leave anything out. Answer the ‘why’, ‘where’, ‘when’, ‘who’ and ‘why’ and answer them in the text. The most interesting or important idea should go in the first paragraph.
  • DO help the search engine optimisation if you can. In the text, if they are relevant, try to include some of the keywords that people use to search for your site or similar content, but do it where they fall naturally. Just once is enough, don’t overdo it, as it is more important that your writing is natural.
  • DO encourage comment and feedback on your content, as it keeps things fresh for your readers and it may stimulate discussion. however, think through what will happen if you get negative feedback – don’t let this possibility discourage you.
  • DON’T forget what the ultimate goal is here: do you want to sell more (don’t use content to sell – its counterproductive as people just go somewhere else), influence, entertain, persuade, inform?
  • DON’T forget to send out a link to your new content on ALL your social media networks. If people don’t know about your content it doesn’t exist.
  • DON’T publish all your content at once. Posting content frequently will keep things fresh for your audience and helps improve search engine ranking.
  • DON’T publish your content without double-checking. Check the spelling. Ask someone else to proof read. Read it out loud to checks it flows naturally and the commas are in the right place. if possible leave some time before publishing online to see if you get more ideas or new perspectives.
  • If in doubt, leave it out.