The first two parts of this article are dedicated to the key elements of the process of creating a text and to the users. In these, I told you that it is very important to know the business you are writing about and the users you are addressing, because in online it is very important to differentiate and reach the target group. If we do not succeed in this through the texts we write, then there are high chances that the user will not make that conversion we want.

In this last part of the article I will talk about the importance of knowing the business objectives and the purpose of the content, and at the end I will introduce some SEO elements that we must pay attention to.

Business objectives

The objectives of the business are not only those that we, the content creators, know, but also encompass the objectives of the tutor of the departments in the company. In order to make a text that balances the needs of customers and the business, we need to do a little research among the company’s people and find out what they would like to convey through what we write. This balance is very important to maintain consistency in the company’s communication with customers.

Purpose of the content

There are several types of content:

• Information
• Education
• Entertainment
• Behavior change

Each type of content is dedicated to a specific target segment. At the same time, the way in which the article/text is written differs depending on its purpose. Before writing, we need to know what kind of site we are going to write for, that’s why it’s important to know the business first of all, and what type of user we’re heading towards.

There may be a mix of content. No one says not to mix an information text with a behavior change text. Obviously, this mix will happen on different pages or sections. In the end, it all depends on the way of communication and the purpose of the content. Let’s not forget that writing texts is about creativity, and where we are given a free hand a little play does no harm, as long as we follow the goals set in advance

SEO

SEO, or Search Engine Optimization, is a different department of content creation. But these two intersect more and more often, especially since search engines are looking for content that is relevant and unique to offer it to users. In order to reach the top of search engines, we need to follow certain things:

• Keywords: these predefined words are the center of our texts. In some cases we build our text around them and include them so that search engines can find our text among the millions of texts that are on the internet
• Periodically new content: It is important that we update our content periodically and include or exclude certain portions. If we want users to come back to us on the site often, then we need to provide them with new information. A blog section is quite useful to achieve this. Also, search engines like to see fresh content.
• Common words: these are those words that everyone uses. They must be included in our texts so that users understand what we want to say to them. Let’s not forget to speak in their language. On top of that, people search for common words in search engines.
• URL: We don’t like it when we see a long, endless URL that includes numerous categories and subcategories, but also a long title. We have to be careful how we build the URL for our page so that it is as user friendly as possible .

I hope I’ve made it clear to you why we write differently for online and why this process takes longer. The following articles are dedicated exclusively to its content and characteristics.