Good quality content is the basis of all successful websites.
Content is what attracts people to your website.
So you need to create a steady stream of good quality, informative content to publish on your site.
In this article I’m going to explain how to create your website content to attract visitors to your site.
WordPress is currently the most popular website Content Management System in use around the world.
The chances are good that WordPress will also be the system you’ll be using for managing your site, so this is the system I’ll be referring to throughout.
How To Create Website Content
Create Your Post Categories Using Your Keywords
The first thing you need to do is to set up your Post Categories in the WordPress Dashboard.
These are the topic areas under which your Posts will be grouped.
You can change the Category names and add more Categories later on. You can also move a Post from one Category to another.
Don’t have too many Categories on your site. Keep it as simple as possible.
You should give some thought to the structure and names of your Categories. Make sure the subject Categories you choose make sense to your audience.
You should try to incorporate the keywords that are relevant to your niche into the names of your Categories. This is because keyword-relevant Categories make it easier for the search engines to understand your site. This will attract more visitors to your site from the search engines.
You can also arrange your Categories so that you have sub-categories nested below them. This helps keep your site structure simple and easy to navigate.
But it’s better not to create a further nest of sub-Categories within a sub-Category, because that’s when things get complicated for your visitors.
Keep it simple and your visitors will find it easier to navigate your site.
Always consider your site from the point of view of your audience. Ask yourself: is my site navigation easy to follow for my visitors? Does it make sense to them? Your visitors should not have to second-guess where to find things on your site.
Once you’ve set up your Categories, you can write your Posts and Pages.
What’s the Difference Between Posts and Pages?
For “dynamic content”, where you’ll frequently be adding new articles, you use Posts.
Posts are used for adding content to the topic categories where you will be publishing more than one article on the subject.
For more static content that doesn’t change over time, and where you aren’t going to be adding more articles, such as your “About Me,” “Contact Details,” or “Copyright” texts, or for an intro page for new visitors to your site, you should use Pages and not Posts.
What Should Your Posts Be About?
This might seem like a question with an obvious answer.
Obviously your posts are going to be about the topics that are interesting and relevant to your target audience and which reflect the subject and focus of your business.
But there’s more to it than that.
You need to make sure you are primarily focusing on the BENEFITS of your products to your customers, not simply the FEATURES of your products.
Despite what you might like to think, people aren’t really all that interested in the products or services per se of your business.
What really interests them is how your product can SOLVE THEIR PROBLEM and meet their needs.
Yet some people get so caught up and obsessed with the features of their own products that they forget to look at it from the point of view of the customer.
Always make sure you focus on solving the PROBLEMS, NEEDS and DESIRES of your customers – and not the features of your products or services.
Then you can introduce your product by explaining what it can do for them to solve their problem.
And click on their “desire buttons” to encourage them to buy.
This is where the techniques of successful Content Marketing come in. But more about that later.
How To Write The Titles For Your Posts
This is an also obvious one isn’t it? Your titles should explain what the post is about.
Well, sort of. What they should definitely do is to fulfill one vital single purpose.
Your post title should encourage your visitor to want to read your post.
So make your titles interesting, lively, catchy, humorous, intriguing.
A good way is to use a “teaser” type title for a Post, such as a question like “Want To Know How To….”, or “How to…”. Remember the “W” questions: Why, When, Where, What. These are all great ways to create a title.
People always find lists interesting to read. But don’t make them too long. People prefer short lists to long ones. No one wants to have to plough through a long list of items.
Seven, ten or twelve items are good lengths to stick to. For example “Seven Ways To Save Money on…”,or “Ten Ways To Improve Your <whatever>…”.
How Long Should Your Posts Be?
It’s a good general rule not to make your posts too long.
Opinions vary on how long the ideal post should be. It’s rather like the endless discussion about how long sales copy should be for the ideal advertisement.
The standard rule of thumb that many people keep to is to write posts with a length of between around 500 and 750 words. But this is not a hard and fast rule.
It certainly isn’t for me. In fact I break this “rule” most of the time.
I personally don’t care much for blogs or websites that only have very short posts or articles. I find those kind of sites tend to have not much of value to say. In my experience it turns out to be a waste of my time visiting them.
The articles I write here on BreakingOutBusiness.com tend to be 1000 words and more in length. Often even longer than that. This post you’re reading right now contains over 3000 words.
Maybe I could have chopped it in half. In fact the original draft was over 4000 words, so I moved some of the text over to some extra posts.
But I have a lot to say about this subject and it’s an important one for every online business. And I wanted to cover these vital aspects all in the one article.
Steve Pavlina, the highly successful personal development blogger, is known for writing articles which are often several thousand words long. So at least I’m in good company!
So, how long should your posts be?
My definitive answer: your posts should be as short as possible and as long as necessary.
It also depends on what exactly you are writing about.
The important thing is not to waffle. If you can say what you have to say in fewer rather than more words, then keep the word count lower.
One other thing: keep your paragraphs short. Shorter than they would be if you were writing for a printed publication such as a book, newspaper or magazine.
This is important because people read digital content differently than they read text on printed paper. Having shorter paragraphs makes it easier for them to scan and take in and digest what you are saying than having to read great long chunks of text.
Always Include a Call To Action in Your Posts
If you want to put your content to work selling what your business has to offer to your audience, then you need to use proper Content Marketing techniques.
One of the most important of these techniques is to include a definite Call To Action in your post.
In fact, you should make sure that every single post you publish on your website includes a Call To Action.
What is a “Call To Action”?
A Call To Action prompts your reader to take the next step, to do something, to take action.
This action might simply be to keep reading, to stay on your site, to read the next article. Or it might be to suggest that they join your mailing list.
It might be to inform them about a free offer or a product or service that they can order which they might be useful to them.
Unless you are simply blogging for the fun of it, always make sure every single one of your posts includes a call to action.
Usually this will be placed at the end of the post. But it could be anywhere. In fact, the whole article itself could in effect be a call to action.
Example: you’ll notice that every post on BreakingOutBusiness.com.includes an invite at the foot of the post for the reader to join my subscriber community.
Some posts, like this one include a more specific call to action.
There’s a great WordPress plugin which makes it easy to add a call to action to all of your posts. It’s called Post Ender and it’s also the one I use for my sites.
You can download Post Ender for free at https://wordpress.org/plugins/post-ender/
How To Edit Your Posts
After you have written your post, later on in the day or next day, you should give your piece a final edit and polish.
You should also run it through the spell checker.
And always, always, always: read through your post yourself as well.
Don’t just rely on the spell checker. They can’t recognize “syntactical errors”. If you just rely on the spell checker, you can end up with strange errors.
Things like sentences that don’t make sense, even though all the words in the sentence are spelt correctly. Like “witch” instead of “which”, “too” when you really meant “two”. And so on.
The spell checkers can’t catch these errors. Only human readers can, so the only way to find them is to read through your post yourself.
This is also a reason why you need to give yourself a break from your own writing after drafting and before you give it the final edit – it lets you look at your work with fresh eyes. That way you are more likely to catch syntactical and stylistic errors.
My advice: let your post sit for a day before you give it a final edit and publish it.
Then you can then copy and paste your article from your editor into your WordPress Dashboard, using the Posts → Add Post facility.
How To Schedule Your Posts
When your site goes online for the first time, you’ll need to get all your “anchor content’ and important basic material written and up online quickly. But after that you can slow down.
Also, you don’t have to publish your posts right away.
It’s actually better not to publish all your content in one go or on the one day. Spread it out over different days.
You don’t have to write every single day. For BreakingOutBusiness.com I tend to set aside just one day a week in which I will sit down and produce a series of posts for the site which I then schedule for publishing over the coming days or the next few weeks.
Staggering the scheduling and publishing of your posts also helps you attract more “organic traffic” from the search engines.
WordPress provides a useful content Scheduler facility which lets you to set the publishing date and even time in the future exactly as you wish.
If your post is still not completed, you can set it to “Draft” for the time being and go back to working on it later whilst it’s already saved in WordPress.
Just make sure if you post isn’t yet finished that you don’t forget to set the post’s status to “Draft” and not “Publish”.
Use An Editorial Calendar To Help Plan Your Publishing Schedule
To help you plan and schedule your post publishing, you need an editorial calendar.
I used to use a home-made spreadsheet for this purpose. It was time-consuming, messy, error prone and tedious.
But there’s a great WordPress Plugin that I can recommend to you: the WordPress Editorial Calendar. It’s a third-party plugin available for free.
Download the WordPress Editorial Calendar from http://stresslimitdesign.com/editorial-calendar-plugin
This is an extremely popular calendar with over 400,000 downloads so far.
It’s also the calendar I use for all my sites. It integrates into the WordPress Dashboard of your website and gives you an at-a-glance view of your current publishing schedule.
Always Go For Quality Content Rather Than Quantity
You should try to post at least once a week and preferably more frequently. These don’t necessarily have to be long posts, but they should be quality posts worth reading for your audience.
Always concentrate on producing quality content rather than quantity.
It’s the quality of your site’s content which will build your site’s reputation and authority.
Always put your human audience first and the wishes of the search engines second.
One very simple reason.
It’s your human visitors and not the search engine bots who will become your customers.
Good quality post and pages that people really want to read always wins out over poor quality content that is just keyword stuffed for “SEO” effect,
Having high quality content – providing useful information for your audience, will be the most important asset of your site and your business.
Over time, the content of your site will build up. The great thing with building a blog is that your efforts are cumulative over time.
None of your posts are ever lost. Even those which are “buried” in your monthly archives can be republished, modified or re-featured.
You can republish them again later with new titles, new graphics and updated text.
So you’ll also be building up a valuable source of your own unique site content as you go that you can draw on again and again later in the future.
What About Using Article Spinners or Content Mills?
Some people try to rely on outsourcing their content writing to cheap content provider services. Most of these are based in low-cost countries which do not have English as a native language.
This type of content is available at a very low price.
And it shows in the quality of their content. You tend to end up with a style of writing which is inappropriate, peppered with antiquated turns of speech, Victorian English, grammatical errors, or else just reads plain odd. It isn’t worth the hassle.
There are experienced and competent writers to be found in low-cost countries, but the good ones are not going to be found hanging out on cheapo content mill sites churning out junk content for a pittance.
You should also steer clear of “magic” software tools which claim to be able to “spin” your article into several additional ones by juggling with the text.
All you end up with is rubbish content which then has to be edited and corrected for proper readability by a human writer.
Article spinning software is a no-no if you want quality content on your website. Leave the article spinning tricks and the content mills to your competitors.
Take it from my own experience: article spinners and content mills are a waste of time and money.
Learn How To Utilize Your Website Content To Win Customers And Make More Sales
It can take a little time to find your true writing “voice” online. Just keep at it, keep going – and your writing will gradually improve.
Just communicate naturally with your audience. So much of the communications put out by mainstream media and e-commerce is false and contrived.
So being honest and sincere will always be appreciated by people.
This is in fact THE great advantage you have as a blogger over big business and the large media institutions. Big corporations are obsessed with putting on a slick front with expensive PR and multi-million dollar promotions.
Everyone knows it’s not real – yet these big companies persist in doing it.
You on the other hand will be trading on good old ground-level honesty. And that’s what people like – and that’s what’s missing in much of media and business.
The amazing thing is it’s possible to use your website content to generate many more customers and sales than you might expect.
Yet too many bloggers under-utilize their website’s content potential because they don’t understand the techniques involved in Content Marketing.
By utilizing proper Content Marketing techniques, you as a blogger can achieve far better results than the big corporates can – and for very little outlay.
Here’s A Summary of How To Write Your Website Content
1. Help your audience. Ask yourself how you can best help your audience. Then write about that.
2. Don’t waffle. Write your posts as short as possible but as long as necessary.
3. Choose relevant article titles and subject categories. Your titles should inform, intrigue and encourage your reader to want to read your posts. Your subject categories should be keyword based and make it easy for your readers to find your content.
4. Include a Call To Action in every post. This should provide something of value to your reader. Eg an offer, a recommendation, an invite to join your reader’s subscriber list. Or even just another related post which could be useful to them.
5. Schedule your posts. Don’t publish all at once. Schedule your posts for different dates into the future. Use an editorial calendar to manage your publishing schedule.
6. Use professional Content Marketing techniques. That way your posts will help increase your customer conversions and sales.
7. Join a Content Marketing training program. Learn how to use the most effective Content Marketing methods by joining a professional blog marketing training program.
Finally, if you’re looking for a great content writer for your content marketing, then I can help.
Image: Attribution: Pixabay. Free for commercial use.Disclosure: The above article may include affiliate links for products and services for which this site may receive remuneration.
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