Components of Effective Content

Not all web-based content is created equal. The adage, “Content is King,” continues to ring true in the world of online marketing, however, many small businesses fail to recognize that not all content is created equal. Yes, content IS king — creating web-based content on a regular basis is of the utmost importance. HOWEVER, as not all content is created equal, I would have to amend the adage to read, “Effective Content is King.” It packs a bigger punch, certainly, but ineffective content can land you in the dog-house as far as the search engines are concerned.

What, then, are just a few of the components of effective content? What makes up effective content — what defines it (for the purposes of online marketing, of course)? If you are looking at your own ability to compose a blog post, for example, it should be about a 6 or a 7 on a 10 point scale — 1 being a paragraph a remedial freshman English student would write, and 10 being inspired, well-written, published prose in the vein of great American authors, such as Willa Cather, Ernest Hemingway, F. Scott Fitzgerald, or Mark Twain. (I could go on forever.) Effective web-based content, then, involves remaining true to the following tenets:

• Effective content should be concise. Say what you need to say in a compelling, yet concise way. You AREN’T writing the great American novel. No — you’re just writing a short article on a product, innovation, way of doing business, or another industry-related item. The majority of blog posts I read on a regular basis are way too long — business owners, et al, are trying to do too much. 250 words, people!
• Effective content should be clear. Use action verbs, and stay away from the passive “being” verbs (am, is, are, was, were, be, being, been, etc.). Using action verbs makes writing more exciting for your readers. Draw them in, and create a clear message.
• Effective content should be complete. Write one complete thought or idea. Draw readers in, and then make it full and complete. Don’t make readers wonder what you are attempting to say. You’re the expert — you tell them what to think. Do not leave your readers confused.

We hope this helps as you seek to create high quality content on a regular basis! And remember, “Effective Content is King.”