The document discusses key aspects of writing good quality web content. It outlines that calls to action should avoid being overly promotional and focus on the reader. Meaningful content must inform readers, deliver a takeaway, and entertain. The formality of content depends on the medium, with press releases being more formal than social media posts. Rushed content on unimportant topics will not engage readers. Good formatting is important for long-form posts and web pages. Adding multimedia and visual elements can make words more engaging for readers.

1. Good vs Bad
Content

2. Call To Action
The key to quality calls to
action is that they avoid
being overly promotional.
Consequently, they should
be the most self-involved
words in a piece of
content.

3. Meaningful
The key to writing
meaningful content is
three-fold:
• Copy must inform.
• Copy must deliver a
takeaway.
• Copy must entertain.

4. The Formality Issue
A press release, for
example, is by nature
more formal than an
everyday Facebook post

5. Rushed
Rushed content is also
flaky content, usually
written on topics that
don’t mean anything to
readers. press release,
for example, is by nature
more formal than an
everyday Facebook post

6. Formatting
Even the best content
becomes terrible when it
isn’t formatted well. This
usually isn’t a problem
for social media, but
long-form posts and
Web copy need to look
good.

7. Plain
Words are just words.
Want to make them
more engaging? Add in
multimedia, graphs,
charts, info graphics,
pictures, links, pull-
quotes, and other visuals
to give your readers a
break.

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