You’ve probably heard the term “content is king.” 

Most marketers believe it to be true. 

That’s because it’s tough to promote your product or service online without giving your audience some valuable information first. 

In this article, I’ll give you the essential knowledge about content marketing, so you can start attracting more visitors to your site. Let’s dive in.

What is Web Content Development

Content Development involves researching, writing, gathering, organizing, and editing pieces of information for publication on websites. 

It can take all shapes and forms, such as:

  • Written Content

This is the most common kind of content, and every site needs it to convey a message to its visitors. Examples include articles, guides, reviews, whitepapers, case studies, and news pieces.

  • Graphical Content

Every website needs a compelling graphics to attract more people. Examples include infographics, charts, thumbnails.

  • Video Content

Repurposing your content for the video format can be extremely useful in attracting more people from different sources such as youtube. Video content is becoming more popular each year and is more engaging than written content.

  • Audio Content

Audio content, although less accessible, can be very much worthwhile, especially in the form of podcasts or interviews.


Why Your Website Content Matters

Long gone are the days when you could depend solely on the value of your product. 

If you want people to hear you from the crowd of 1.7 billion websites, you need to produce content that’s engaging and shareable. Whether it’s articles, guides, or reviews – these pieces will bait people into your website. 

From there, you can distinguish yourself, create a sense of familiarity with your audience, and – offer them your product.


How to Develop Web Content the Right Way

Good content will set you apart. A bad one will put your prospects to sleep. And to make people click on your “products” section, you need to give them something useful. Here’s how to do it effectively:

Identify your ideal audience

Do you want to turn your visitors into loyal readers? 

If so, your content has to focus on their problems. Identify people’s goals and problems that they’re encountering daily. Doing that will be easy if you are a member of their niche. Otherwise, you’d have to make a great deal of research, and your content is still likely to be worse than someone passionate about the topic.

That’s why ideally you should write only on topics that are best known to you. In other cases – hire someone that is an expert or get a guest blogger to post on your website. There are dozens of other business owners and writers that will happily do that to promote themselves. 


Create a map for your content

Think about publishing your content in some sort of order. Readers will more likely come back to your website if one piece leads to the other. To develop your content strategically, plan the next few steps. 

What does this article cover? 

What other questions can come up after reading this? 

How can I best answer them in my next piece of content?

Tie it all together, and create a logical chronology. People despise chaos, so you should avoid being chaotic when it comes to content.


Differentiate your content

I know, I know. Everyone’s telling you that your content should be original. Sure, that would be perfect, and if you’re able to produce such beauty, by all means, do it. But the truth is that other content creators have already covered 99 % of topics. 

If you have an idea for a piece of content – google it. You’ll find at least a few similar ones already published. Should you abandon your idea and search for something “different”?

The truth is that in most cases, that would be a waste of time. If it’s not on Google, chances are nobody cares about it. You’re far better off focusing on widely known topics than exotic and unpopular ones.

Differentiate your piece by giving a commonly known content your own, personal twist. If the topic is covered mostly by short 500-word articles, create a 5000 piece case study. Cover every single detail and create the ultimate guide.

What if there are already articles that explain the topic thoroughly? In that case, you can repurpose it for the beginners and summarize by focusing on the most crucial parts. Not everyone has half an hour to read an enormous article – some people look for shorter, more straightforward pieces of content.

Switch it up and down, experiment, and, most importantly – use your personality to make “just another” piece of content engaging and fresh.


Niche down

Setting yourself apart in broad, general topics will be challenging. That’s why you should find a particular niche for yourself. 

For example, if you want to run a medical website, niche down to dentists. Afterward, you should niche down to specific services such as bonding or braces.

With each niche deeper, the competition is smaller, and you’re more likely to establish authority. Your potential audience will be tinier, but at the same time, more responsive to your content. 

Always keep in mind that the engagement of your audience should be more vital to you than it’s size. 


Make sure your content is worth sharing.

Here comes the planning once again. Before creating content, think about the ways you can promote it online.

Will it be easy to share on forums? Do you want it to make less specific but more clickable? Do you have a friendly blogger who may be interested in linking to your piece of content?

Consider these factors because they will help you to pick the right character and tone for the content you’re developing.


Start with a draft

Don’t rush publishing your website content.

If you have trouble starting to write, then prepare an outline first. Once you have the outline, just start filling the blanks. Don’t focus on quality at this point – let the words flow.

Right now, it’s just a draft. You will polish it later. 

As Peter Elbow says:

“The habit of compulsive, premature editing doesn’t just make writing hard. It also makes writing dead.”


Structure your content

What’s the use of a thousand words if nobody will read more than a hundred? 

That’s why even if your content is of the utmost quality, without proper structure, it won’t attract readers.

Research shows that 79% of people don’t read but scan through the web. 

If their eye doesn’t catch something interesting, they move on. To avoid being ignored, make use of headings, subheadings, bold most eye-catching parts of your content.


Remember about content revision

Let’s say you finished your article, case study, or whatever it is that you’ve been creating. 

Good job! You’re probably going to click “publish” now, right? Whoa, whoa, whoa, hold on there. You may think that your content is ready to go, but that’s just your opinion. And it showed up in your head after hours of banging into a keyboard and stretching your brain. It wouldn’t be wise to depend on such a review, don’t you think?

That’s why if you don’t have anyone to ask for suggestions, at least give yourself a night-long break. Once your brain resets, you’ll be amazed by how many things you didn’t notice before. You’ll fix loads of mistakes, and the quality of your content will significantly improve.


Tracking your Content’s Performance

The savvy marketer will always analyze his content’s quality and performance. 

While quality is entirely subjective, you can track your content’s performance pronto. How many visitors it brought to your website, how many people linked to it, how many shares on social media it got. Collect this data and make good use of it. 

It will help you make sense of what to double down on and what’s better thrown into the trash.


I hope this article helped you understand how to develop a well-converting content for your website.

If you’re looking for more insights on building and scaling your online business, check out our other articles.

Stay frosty!


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