Make Your Content Great
What makes website content great?
There are three parts: how easily users can get to it, what users do once they are there, and what they might do next.
How Can Users Get To It
First, people need to be able to find the content you have available in search engines. If content is focused around the right keywords with the right intent, people will be able to discover the content. Make sure to do careful keyword research.
The Content Should Prompt Action By The User
It isn't going to be helpful if the content is discovered, read and then the user thinks that's interesting, and immediately leaves the site. You want the user to feel a connection and perform some sort of action after reading that content. Whether it's making a purchase, creating an account, signing up for a newsletter or leaving a comment. Any action on their part, will show that the content did its job. In some cases, even just taking the time to view additional pages after landing on that page is good. As this shows interest and may prompt a return visit. You can help accomplish this by linking to other posts and resources within your content.
Content Should Be Share Worthy
You want users to share the page with their friends, family or co-workers on social networks. The more content is shared, the more people are exposed to the site. This increases your online presence and your traffic. Also remember there is a correlation between social shares and higher rankings. Low social shares don't directly relate to higher rankings. They can indirectly lead to more traffic and better ranking of your site.
So how can you make sure that your content meets those end goals? First, research the type of content enjoyed and shared by your particular audience. For example, seniors are more likely to find content on desktop computers rather than mobile devices. And they will generally find content with slightly larger fonts and images easier to read. They may also be more inclined to watch a video rather than read the content. Various studies show that teenagers will usually search from their mobile device. And they'll tend to scan the article rather than read the whole thing. You need mobile friendly content with catchy headlines sprinkled throughout that will grab their attention so they read more. You also need to make sure that to provide users with the tools necessary to complete the next step you want them to take. Whether that next step is sharing it with friends, buying a product, or just signing up for a newsletter. This means including calls to action, which tell the reader, what their next step should be. For example, simply including a call to action, such as, did you enjoy this article? Make sure to sign up to our newsletter to be notified of new great content, and then linking to your newsletter can result in more subscriptions. To enable more sharing, it's a good idea to include sharing buttons above and below the content. Or buttons along the side, so that they are easily seen and reached by users. Users are more likely to share content with their networks, if they don't have to hunt around for the share buttons. Plus, the minute a user thinks that's interesting, I should share that, you want the share button to be visible to them, and easily accessible. Another example, depending on the audience you are trying to reach is to include tweetable pieces of text within the article. This will be highlighted with phrase that says, tweet this. And all the user has to do is click on the link to share that quote. If your audience is likely to be Pinterest users, spending extra time on the images you use within your posts and creating lots of visual posts will help aid in spreading your content through sites like Pinterest. Your goal is to make it as simple as possible to share the content. And that your user understands the next steps they can take to either share that content or stay connected with your site.