The quality of your content is not just based on writing and creativity, but also covers factors such as formatting and calls to action. Here is a quick-fire checklist to help you publish valuable content that your target audience will be able to consume, enjoy and share more readily.
You need the right people to find your content in search engines. Follow basic SEO guidelines to achieve this, and follow it up with optimisation for text, video and audio on webpages. Before you post a blog or news piece on your website, remember to customise metadata, including title and keywords. Include alt tags for images and use relevant H1 and H2 tags to aid ranking in Google and Bing SERPs.
Readability is an undervalued concept for content and is arguably the easiest to fix as it usually requires just a few quick fixes such as formatting. Paragraphs should be short and snappy for the majority of articles, which means no more than three sentences in each one and a maximum of three paragraphs under a single subheading.
You can also break up large portions of texts with visuals or bullets and numbered lists so that readers can consume information at a glance and take away a few insights with ease.
To ensure that end users can understand your content, you need to define a target audience and create a few personas. Matching content complexity with the ability of people who are going to read or watch it is important as you need your messages to resonate. To achieve this, apply a standard reading level for a campaign across the board. You also need to choose the right content format.
Making content actionable is the big one as energising readers to actually take positive actions after consuming something can really make the difference for a brand and is basically what content marketing is all about. To make sure that this happens, include a call to action at the end of the piece and make it easy for them to comment and ask further questions.
Actionable feeds into shareable as you want consumers to post content that has entertained or moved them on social media and other platforms. A recent study found that B2B buyers are more likely to share a blog or article with friends and fellow business professionals than to start a discussion, so make sure that sharing is easy. You should have your own personalised sharing widget in a visible location.