How to Write Online Content

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1. Problem

In today's world it is not enough to have a digital presence on the Internet. Business, brands and organizations need to publish quality content that people seek and wat to consume.

Weather you're looking for brand visibility, registrations, email subscriptions, registrations or sales, content writing enables you to get customer's attention with engaging, focused, and relevant content.

2. Solution

Content writing is the guaranteed way in which businesses can increase their brand visibility and reputation. Writing articles, reviews, or simply posting content on social media gives visibility and brings traffic to your site or landing page.

Content writing also constitutes a proven method to decrease the cost of acquisition and increase returns on investment (ROI).

There are many ways you can use to create online content. Creating articles, videos, podcasts and even infographics can be a source of recurrent revenue if done professionally.

However, to achieve you goals, content writing and publishing needs to be efficient, and that requires quite a good deal of Strategic Planning. The Internet is full of high quality content that competes in ranking places in Google and social media sites. Knowing what to write and how to write it is the key, so you will need to make some stategic planning before starting.

2.1. Plan before you start

There are four important aspects that you will need to consider before starting your content creation business. These are:
Focus on a niche
Deliver quality content
Offer real value
Establish authority

1. Focus on a Niche
The most important aspect before you start is to select the niche you want to start creating content for. Whether it is articles, videos, podcasts or graphics, you will need to do research to help you focus on a theme and select a clear target audience.

2. Deliver quality content
Good articles will get more engagement, people will spend more time reading it and that will help with the search rank and getting more views. A poor article just will just eclipse itself and will get you nothing. Guaranteed!

3. Offer real value to people
One key thing you need to keep in mind is that when people read your article (or view your video) they expect to get something in return. When writing an article or producing a video about education you will need to keep in mind that the viewer is looking for you to solve his problem.

4. Establish your authority
If you focus on providing quality and engaging content you can establish your authority in a particular field and be an influencer. Because, after creating quality content, its all about marketing. You can use your personal brand (your name) to spread the word about your expertise by building a consistent presence across several online platforms.

Ok, now that we got this out of the way let's talk about our next subject: Content Strategy. Content Strategy, which is different from Content Marketing Strategy, deals with strategy high-level planning for your content producing activities and how they will interact with your brand, who they will reach, and how they will help you achieve your business goals.

3. Content Strategy

Typically to define your Content Strategy you'll need to supports the following things: answer these questions:
What you're trying to accomplish
Who you’re trying to reach
What types of content you’ll publish
How your content will support the brand
The ways in which your content will be differentiated
How you will promote and amplify your content
The metrics that define success

The answer for these questions will guide you into following the best steps to build a strong base of quality and engaging content that can promote your brand, build an audience and get leads to your sales if that's the case.

With each of the following questions you will have some decisions to take, as we datail:

3.1. What you're trying to accomplish

The content you will create will depend on the type of action you want to achieve from your users. There is several actions you can expect from this client and the type of content you write, its size and its tone should reflect your goal. For example, you can write several types of actions:
Brand awareness
Lead Generation
Service subscription
Sale of a product
Free subscription (testing, other)
Download or preview of a content
Customer Loyalty


3.2. Who you’re trying to reach

Choosing your target audience is probably the most difficult thing to do. To sell some product and even more a service you will first need to establish one Buying Personna (or more). This "Personna" is a description of a person that will most likely by from you. When you set the characteristics of that perso, ussually, the age, its occupation and behaviuor you will need to know what kind of activities he/she does so that you can start choosing what content she will likely search for.

To establish your buying Personna you will need basic information such as:
Age and Gender
Level of income
Family status
Level of education
Job title
Professional and personal goals
Beliefs and values
Biggest struggles and pain points
Obstacles and challenges they are facing
Irrational/rational fears
Preferred blogs, social networks and websites
Influencers they trust
Favorite events and conferences

Once you define your Buying personna you will be able to choose what type of content you need to create so that it can matcgh with his/her expactations/struggles and tastes.

3.3. What types of content you’ll publish

So basically until now you have responded to (1) what you sell and (2) whom to sell. We are now ready to choose what you will write.

There are many types of content you can create, here are some examples:
Information Articles
Inspiring Content
Trainning Videos
Customer Testimonials
Guides and eBooks
Educational Content

It is also very important that your content to be as up to date as possible since people will spend more time (and no skip) viewring your content and will generate more views.


Here are some of the resources that can help you choose what type of content produce:

AnswerThePublic is a tool for finding out what questions are people asking.
Google Trends
Google Trends lets you do a comparative keyword research and to discover event-triggered spikes in keyword search volume. Google Trends provides keyword-related data including search volume index and geographical information about search engine users
100 Content Types
100 Content Types for Content Marketing

3.4. How your content will support the brand

This item relates to the Buying personna. If you write abouth themes thart are more related with your product and service you will likely attract people that are more pron to buying or interacting.

For example if you sell Pet products it would be important to write articles that relate to pet owners and their problems, and especcially if you sell a certain product that can solve their problem.

The more you adapt your producvt and services to the specific content you create the more clicks, leads, sales and recommendations you'll get.


3.5. The ways in which your content will be differentiated

In the process of validating the feasability of your business idea it is very important, for many reasons, to know what are your competitors.

Wether your market is local or global, you must have an idea of who is selling and how large is the market. Eve more important is analize the competition that is already selling their products through digital channels and how they create (or not) contents to get leads and sales.

If you find out that there are some local or regional markets where you already have many online content creators that are in direct competition you will need to differentiate your online activities in order to grab a part of the market.

There are many ways to make this distance yoursef of your competitors, here are some of them:
Create real value for your target market
Don't try to emulate what your competitors do, just ask yourself what your audience would like to read and test them with your new content
Be consistentent
Try to calendarize your publications so that not only you have new material published but also that your readers can be used to seeing your content at certain times
Create a community
When you have a suficient material you can start by asking people to subscribe to certain (and more elaborated) contents. Later on you can use a group or a page on social media to interact with your audience regarding the content you publish. You can do this on a page with people's comments or you can create a group that will give more freedom to people to publish themselves content. Don't use your brand to name the group, use the theme or subject so that people relate more easily to the community.

3.6. How you will promote and amplify your content

There is many ways to promote and amplify the reach of your content. In the Content Strategy prespective (the Content Marketing will be explained later), you will need to create content that can apply to the following goals:
Create content that is SEO friendy
All content must be complient with good practices of Search Engine Optimization, containing the titles, descriptions, tags, internal links and so on. Content must be Google frienlly and must have social action buttons ot be shared on several social networks.
Design content that can be multiplied by several media
Try to multiply the medi formats that your content can be displayed. For example if you have a trainning article you can have the html page, but yoiu can also create a podcast and a video with it and tmultiply the reach with several networks and platforms
Invest in media that is very engaging and searched for
Try to invest in a media format that is the most searched by your audience. By searching the communities you can reach the conclusion that your audience favours more video content than written articles
Develop both engaging and simple layouts for the information
Use both quality and simple web page layouts that are suitable to present the information and that can ask your users/readers to perform and action on the page

Here are some of the resources that can help you optimize and expand your content reach:

Ahrefs' is only second to Google when it comes to being the largest website crawlers. Ahrefs’ Site Audit feature as it’s the best SEO analysis tool around.
Easily assess your rankings as well as identify changes and new ranking opportunities.
Ahrefs' is only second to Google when it comes to being the largest website crawlers. Ahrefs’ Site Audit feature as it’s the best SEO analysis tool around.
Woorank is a SEO analysis tool for your website. You can insert your competitors to discover which keywords they are targeting. It heps you optimize you keywords and site information for serach engines.
Google Search Console
Google Search Console lets you monitor and report on your website’s presence in Google SERP. It is free to use
Yoast SEO
This WordPress plugin is essential if you are considering starting a blog. The tool analyzes and ranks your content according to

3.7. The metrics that define success

One of the least considered factors when planning some kind of business is how are we going to measure success. Content Marketing is no different and when we are investing in content creation we should always hava a prediction of what is our thereshold of success.

Content Marketing normally takes a certain ammount of time to generate results so what we propose is to have some kind of a prevision for 3 time ranges: shorter, medium and long term. A good example of these terms can be 3 months, 6 months and 1 year and a half.


For each of these periods we can elaborate many kind of metrics:
Social media views
Social media Engagements
Social media clicks on content
Site Visits / Views
Email registrations
Register Clicks
Article Views
Contacts through form

On the other hand we can also make a cost estimation of what each article costs to write, publis and promote so that we can in each period have some kind of results.

Here you can se some applications that can help you track and analyze your website traffic:

Google Analytics
Google Analytics is the most famous used free online analytics tools, offering a large variety of features, but has a long learning curve.
Clicky is an analytics platform that provides up-to-the-minute information. With fewer than 3,000 visits per day the services is free. Plans start at $9.99.
SimilarWeb allows you to plug your site or app, acquire traffic and performance insights, while at the same time make a comparison to other sites.
JetPack for WordPress
JetPack is a free Wordpress plugin. JetPack offers basic web analytics and its simple interface makes easily usable for beginners.
StatCounter is a an Analytics tool with many advanced features like heat maps and search engine comparison. Its is free up to 250,000 visitors per month.
Open Web Analytics
Open Web Analytics is a free and open-source software that allows you to integrate its PHP API in your application with a single click.
Hitsteps specializes in real-time website visitor tracking. Its main dashboard allows you to see which country the visitor is in, how they found you, what page they are looking at, which browser they are using, which operating system they are using, and a whole lot more.
Creates shortened links to track the performance of your content once you promote it.
Easily assess your rankings as well as identify changes and new ranking opportunities.

4. Remember

The content you will create depends on the type of action you want to achieve from your users
Nevertheless you should specialize and focus on a niche
Deliver quality content that offers real value to people
Study well your target audience so you can write things they want to consume
Differentiate yourself from the competition
Make your content Search Engine friendly
Multiply the reach of your content through other types of media
Design a professional and friendly interface for your readers

5. Summary

The content you will create will depend on the type of action you want to achieve from your users. There is several actions you can expect from this client and the type of content you write, its size and its tone should reflect your goal. For example, you can write several types of actions::

Content Strategy is both labor intensive and can be quite complex as it leads with many different activities and tools that support it. It involves using tools to perform Content Optimization tasks that can find the best keywords and search activity for the theme you have chosen.

The most used tool for Content Optimization is the Google Search Console, which is a free tool offered by Google to optimize content on your site. You can use Google Search Console as a way to look into how search engines understand your content. There are many other tools you can check, check out this article: Best Content Optimization Tools for SEO" COMMENT: 10 Best Content Optimization Tools for SEO% - to know the pros and cons about them.

The next step on your list is to build your Content Marketing Strategy, which operationalizes the distribution of the content you have produced.

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