Although at first glance content creation seems like an easy job, I have to contradict you from the very first sentence. Many business owners make their own content or leave it in the hands of an employee who has no experience in the field. And this is a big mistake, because there are certain characteristics that must be followed and, in the end, nothing can compare to the trained eye and sense of a specialist. From experience, I offer you 10 characteristics that your content should have:
1. Simple structure. The most important thing is how you structure the content on the page. This way, you can build your text much easier and you will know exactly where certain subtitles are needed, where you will insert images and how you will fragment it.
2. Relevance and usefulness. Content that isn’t relevant to your target group won’t bring you conversions. But for that you need to know, first of all, who your target group is. Create content that is useful to users and provides answers to the questions they have.
3. Credibility. Lies and false statements have no place on a serious website. Precisely for this you need to know the topic you are writing about, the products you are describing or visiting the accommodation units for which you are presenting. Documentation is an important part of the content creation process. Remember, if someone catches you with a lie, it can very easily destroy your reputation and image.
4. Timeliness and consistency. No one benefits from “expired” content. Some parts of your text may need to be rewritten after a while. But be careful. If someone else rewrites those parts, they must maintain the same voice so as not to create confusion.
5. The possibility of being easily found. Even if you have written a very well documented article/text, if you don’t know how to make it easy to find, it will not be read and you will find that you have worked in vain. It inserts links inside the content, offers the possibility for readers to search the site through a search bar, sends links to your content from other sites and works on a site architecture that is as easy as possible to navigate.
6. Scannability. People read too little, they rather scan. And for this you need to “break” the content through highlighted subtitles, create lists, offer a small content in the intro part and put the most important information at the top. Don’t forget about images, videos or infographics.
7. Simplicity. As I said, people read too little, so you need to provide them with content that can be read quickly and can be easily understood. Use short and simple words, make lists and graphs, avoid acronyms if you don’t explain them beforehand, say exactly what you need to do and give examples. Remember: you have to write to inform, not to impress.
8. Be interesting. To make interesting content, build titles that attract (but avoid click-bait titles), provide examples and anecdotes, and be direct.
9. To have a voice. You have to be careful how you talk to the reader, whether or not you allow yourself to be more personal in your expression and use the present tense.
10.Formatted writing style. Don’t forget to use the reverse pyramid style: put the important content at the beginning, followed by the interesting information and the less important information.
You can read more about each feature in the mini-guide we have prepared for you.
