Quality content is not as scary as it is painted

Everyone who at least once encountered the launch of the site came to the obvious conclusion: team building, design, development, testing are only part of the story, the site still needs to be filled with content. Moreover, if you ask any marketer what this content should be, the answer will undoubtedly be: “You need high-quality content.”

Thanks Captain! And, indeed, although it is clear that it’s impossible to fill the site with anything, it’s not easier for anyone. What is this “quality content"?

There are many definitions. I prefer this option: high-quality content is content that is (1) interestingly written, (2) useful to the reader, and (3) optimized for search engines.

I propose going through these three points and still revealing the secret of quality content. Go!

To start, a small digression. Content is, of course, not only articles (and I will talk specifically about them), but also photos, videos, podcasts, infographics, tables, etc. The basic principles of “quality” are the same for all types of content.

Three rules for quality content

Content Must Be Interesting

Even if you need to fill out a site about selling flower pots in Voronezh, be creative. Templates no longer work (and in truth, they never worked).

Instead of describing in a long and tedious way in which year the company opened, who is the founder, where the deliveries of your quality and inexpensive ( who would doubt ) pots come from , amaze the imagination of the target audience.

How? It depends, but for example, reviews from flowers that have settled in your beautiful pots, tales of flower elves, stories about the journey of pots from China, etc. can be used.

It looks strange, but it is precisely such texts that arouse interest. Plus, do not forget that (1) include the "creative element" should be in moderation; (2) the degree of creativity depends on the target audience. If your buyer is a solid uncle in a suit, you don’t need to tell tales about flowers.

Not only creativity, but also literacy of presentation makes the content interesting. And now I'm not talking about commas and dashes, but about the way the material is presented.

Much depends on the target audience, but still try to keep the content free from cliches, clericalism, time parasites, verbs, amplifiers, unnecessary pronouns and all that Maxim Ilyakhov calls stop words.

For all who are not in the topic, I advise you to use the service " Glavred"From the same Ilyakhov. He will find problem areas at a time.

I repeat: an interesting text - creative, competent and consistent. No need to give shizu for talent. Plus, the client’s site is not a place to advertise postmodern masterpieces.

Content should be useful to the reader.

If the content is not useful (read: it does not inform and does not incite the site visitor to the desired action), then what is the use of keeping it on the site?

Alas, most of the sites on RuNet are not only boring, but also useless. It seems that the owners are counting on a miracle ... or still live on the principle of "If necessary, they will buy it anyway." In short: few facts and specifics, many show-offs and redundant estimates.

Honestly, someone will now buy at “You will buy the best tea from us” or “Tasty and healthy curds from the best domestic producer”? I have at least the following questions:

1. What is the "best"? Best for anyone? For the president? For Aunt Fira from the first floor? What are the criteria?
2. What is “tasty and healthy”? For whom are they tasty? What exactly are useful? What kind of domestic manufacturer? Why is he better than the rest?

I understand, it may seem that I'm picking on. Most likely, there will even be an argument "Well, everyone does it." But think a moment: if everyone does this, will such content be of any use? From the look of all these “best”, “tasty”, “healthy”, “domestic”, etc., the reader automatically turns on the bullshit filter. We are already accustomed to not pay attention to this.

What to do? Focus on the facts, simultaneously explaining to the reader what problems he solves with the help of your product and why he remains in profit. It is difficult, but possible.

If the content is not prepared by the customer, be sure to insist on filling out the brief . Otherwise, you will have to constantly pull him with questions.

PSSeparately, I note that useful content is also simple content. Do not load the reader and do not make him think.

Content Must Be Optimized

Content can be interesting and useful, and whatever, but if it is not optimized for search engines and readers, the exhaust will be minimal.

So what are the signs of optimized content?

1. Readable URL. Accelerates indexing, easy to read by reader
2. Catchy headline with main keyword
3. Relevant keys in the body of the article (especially in the first two paragraphs)
4. Simple language without jargon. Use the language of the target audience (search engines appreciate it)
5. Optimized images with prescribed tags
6. The presence of headings, subheadings, lists, quotes. The text is divided into semantic parts; readers are easier to read
7. Use short paragraphs and spaces. Again, it’s easier for the reader to scan the text
8. Relevant internal and external links. Work like anchors, give access to useful content on the site and on the Internet
9. Call to action. An element that allows readers not to think. Tell them what to do next. Just do A / B testing to get started
10. Social buttons. Content must be shared. Think about it in the design and development phase.
11. Comments field. Mandatory for a blog. Communicate with readers, even if it takes time
12. Adaptive design. I think everything is clear here.

It’s important to understand that optimization is not only about SEO, but also about usability. For a long time nobody will take a very good text. Practice shows that there are always those who wish, but is it worth relying only on them?

To summarize

Content is a very personal thing. Secrets, recipes, life hacks, how to generate cool content wagon and small cart, and I will tell you why: everything is individual.

As there are no identical people, there should not be the same content for different sites. And companies, and target audiences, and assortment, and market position - everything is different. But still there are patterns.

Make your content creative and interesting, add life to it by cleaning out stamps and tolls. Do not forget about the facts and benefits, avoid show-offs and lies. Optimize for search engines and ordinary people.

Everything is not as scary as it might seem. A bit of creativity + facts + benefits + seo-witchcraft = quality content.

PSIf you have interesting resources about content (also suitable in English) or tools for writing, checking, preparing for publication, etc. - share in the comments.