If you remember nothing else, remember this--you must be relevant to your audience or people will not pay any attention to you.
What's your content's mission: To sell? To educate or inform? To entertain?You must have a reason for creating and sharing all your content--from blog posts to web pages to infographics, videos and more. Without the mission, most content ends up rambling and unfocused, and as a result customers drift away.
Making your content easy to understand is about two things: 1. Using plain language and describing concepts in language your audience will understand. 2. Making copy less dense so it's easier for your time-crunched consumers to pop in and find what they want immediately. There's a myth that using simpler words and descriptions is "dumbing down" to your audience. It's not. Doctors, lawyers, engineers and others all want to be able to consume your main points quickly. The easier you make that for them, the more likely they are to stick around.
You don't have to be an artist or designer to make your content appealing (though in many cases that helps). Your articles should be segmented by headers, use clean, short lists and include photos, charts or videos.Your website should be clean looking at first glance, with good use of white space. Does it look easy to navigate or do people have to study the page to find their way through? Your videos should capture the viewer's attention in moments and be as short as possible to get your message across yet still be compelling. Your graphics should complement the rest of the page and help people understand your message.
You can talk about all sorts of topics (relevant to your expertise and your audience, of course), and you may have several people creating your content. It all must sound like it comes from the same place, with the same overall strategy behind it.
Mistakes here and there are forgiven, but if you think you don't have to proofread your work, you are mistaken. You want to respect your audience--proofreading shows you care. You don't have to be perfect, but be as close to it as possible. Each mistake, especially careless errors on the page, is a hit to your credibility.
5 Rules of Good Content
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