Content is an integral part of your website because it’s the main reason people visit the site. A website with an attractive design but poor content would not perform as well as one with quality content.
Websites need quality content to attract potential customers and generate interest in their offerings. Companies use their content to educate their target audiences, communicate messages, and persuade people to buy from them and not from their competitors. Content can even allow an organization to establish itself as a thought leader in its industry.
However, companies cannot achieve these results if the content they publish on their site isn’t compelling to their consumers and target market. Thus, if you’re looking to increase brand visibility or attract quality leads to your website, here are six elements you need to include in your content to make it compelling.
One critical element of compelling content is shareability. If your content is shareable, it means your readers find the content valuable enough to want to share it with others. Shareable content is often easy to consume; readers can digest it quickly and find it helpful in solving their problems or providing inspiration.
Often, such content satisfies readers because it provides information that entertains or helps them. For instance, lists and how-to posts have become popular on social media in the past several years because they offer readers actionable ideas they can implement immediately.
To ensure your website content is shareable, you can craft a content plan and focus on including a sweet morsel of information in every post you publish. You can improve content planning for your website by working with credible content planning experts, such as these Gather Content alternatives.
Compelling website content also has the ability to engage readers. Ideally, the content you post on your site should attract readers, connect with them, and compel them to interact with it. You can use several tactics to create engaging content for your website. One tactic is to maintain consistency in your brand’s voice. Create authentic content that reflects your brand’s personality.
You may also use visual marketing strategies like videos, charts, images, and graphs to make your content more engaging to your audience. Integrating relevant graphics in your content can help you convey your message more effectively. Furthermore, you can use lists to enable readers to skim through the content quickly.
To encourage readers to take certain actions, such as leaving a comment or sharing a post, you should also ensure that each content piece you publish online has a strong call to action. You can do this by including a short paragraph or sentence that suggests the specific action to the readers. It would also help greatly if you provide the relevant tools for it, like a clickable link or button.
3. Search Engine Optimization
Compelling content is often well optimized for search engines. When users conduct an online search, search engines rank websites with relevant, original, and well-structured content higher on the search results.
While search engine optimization (SEO) isn’t solely about stuffing keywords in content pieces, websites that supplement core keywords with strategic backlinks get rewarded for inviting readers to explore the site further. Anchoring keywords with links to credible websites also demonstrates that proper research has been done, which means the claims on the site have expert support.
If you’re looking to attract people to your website, you need to make it worthwhile for them. The way to do this is to publish valuable and relevant content. Relevant content responds to the needs of your target audience. It’s content that addresses their aspirations, needs, frustrations, or even fears.
Ideally, the content you publish should offer your readers value by either solving a specific problem or increasing their understanding of a given topic. Relevance is audience-dependent. To create content that your readers find relevant, you need to understand what your audience wants.
You can achieve this by creating buyer personas that can help you understand the following:
- Who your visitors are
- The challenges they experience
- The issues that matter to them
Furthermore, you should conduct keyword research to find out what words or phrases they use to search for information online.
Another element of compelling website content is that it’s easy for the audience to read. Sleek, professional interfaces make content easy to navigate and read. To create reader-friendly content that the audience will want to click on right away, package your ideas in a clean and intuitive way.
Furthermore, utilize white spaces and organize the content in short paragraphs that feature one idea each. You could also use intriguing subheadings that pique readers’ interest and encourage them to read on, as well as bullet points to highlight sharp points or processes.
If you include images in your content, make sure to caption them appropriately. Consider using informative captions comprised of a sentence or two to captivate readers and encourage them to read further.
You may include backlinks in your content to draw your readers’ attention to other helpful content available on your site. Adding relevant external links could also help expand their understanding and show that the topic has been researched well.
6. Lengthiness and Focus
Although it seems odd, long-form content is usually more compelling to readers than short-form content. Ideally, a persuasive blog post is 1,000 to 1,500 words long. If you want to increase organic traffic to your website, publishing long-form content allows your site to rank better on search engine results. Another advantage of long-form content is that search engines index it more, which increases your keyword density.
Such content also attracts more backlinks from high-ranking sources, and readers are more likely to share long-form content on social media. Even so, you need to match length with quality to enjoy these benefits. With every post, you publish, focus on achieving authority, clarity, and depth, whether you create a 500-word post or a 1,500-word one.
Website content plays a critical role in positioning organizations as thought leaders in their respective industries. Content also enables companies to connect with their target audience, increase brand awareness, generate more leads, and increase sales revenue. However, companies can only achieve this by publishing compelling content. If you’re looking to enhance the quality of content you publish on your website, integrate the six elements discussed above.