9 Tips to Improve the Quality of your Web Content Today:

Content marketing is one of the key levers of a digital strategy effective. And among the arsenal of tools available for developing a content strategy, there is one format that is particularly popular: the blog post. We also notice today that there are more and more marketing blogs. While it is true that writing an article is technically easier to achieve than a webinar, an infographic for a podcast, it is nevertheless a rather difficult exercise to master for those who are not used to doing it regularly. Because a good web editor must be able to capture the attention of his reader by snatching him for a few moments from all the temptations of the web, but he must also encourage him to take any action that serves the company.

Here are some tips that, in my opinion, are essential to produce a copy that has an impact on the Internet user and generates, in the long run, tangible and measurable results:

The background of your marketing content

• Know your audience

An article that interests the reader is above all an article that answers his questions, which brings him a certainly added value. The question to ask is then: "what, in the eyes of your consumers, represents valuable content?" ". This is why it is necessary to know your audience well, its daily challenges and challenges, and to provide them with the answer they are looking for on the web (see our article on the buyer persona on this subject).

Read my article: Mobile App Branding Strategy for Startups.

• Break up your content into small chunks

There is nothing more effective in scaring a reader off than presenting them with an arm-length article written in one piece. The truth is that Internet users don't read content on the web; they scan it! So, to make your content attractive, it must be "scannable", that is to say, broken into small pieces that are easy to read and therefore much more digestible for the reader. So remember to structure your text in small paragraphs, to present your arguments in the form of lists, and to write your sentences as simple as possible.

Use the "Who, what, where, when, why, how" method

This writing technique (abbreviated as QQOQPC) well known to journalists is an excellent preparatory exercise to mark out the outlines of your subject. By answering each of these questions, you will identify the essential elements to cover in your article and be guided much more easily in your writing process.

The shape of your marketing content

• Follow your editorial line in writing your articles

Never let the subject (however complicated or nebulous) take precedence over your writing style. If you've adopted a conversational or technical tone through your previous content, stick with it, and adapt your topic to it. To help you, start by writing about topics that you know or are passionate about.

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• Promote images in your content

We often hear that adding an image to a Facebook post significantly increases the engagement rate. But what about blog posts? Does the same rule apply? According to a study by Buzzsumo, it seems so: on average twice as many people share articles containing at least one image, which shows the importance of incorporating visual elements in an article in order to make it more impactful. In the mind of the reader (it is for this reason that I insert the graph relating to this study below ...)

• Vary between short and long content

Many people will certainly disagree with what I am going to say here: but still, according to Buzzsumo, blog posts with a lot of content have more impact than short articles (see image below). Which goes against the general idea that, with the increasing use of mobile devices, content must be brief and concise in order to hope to be read to the end and shared. So who is wrong, who is right? For my part, I think that there is an element of truth in these 2 statements and that you will gain more by considering a mixture of short (up to 1000 words) and long (more than 1000 words) content in order to give more depth to your editorial strategy.

• Edit, edit, edit

Even the most talented authors do not write their articles in one go. What differentiates good content from exciting content is often the effort made by the editor to erase, rewrite, and simplify his work. Indeed, the editing phase is extremely important because it allows you to sublimate your copy. Work your feather!

Remember, writing is a real profession and even journalists can be confused when it comes to writing content for a brand. Thus, in the majority of cases, it is preferable to call in professionals.

• Take care of spelling and grammar

"Grammar is boring", "a spelling mistake from time to time happens to everyone", "what matters is the relevance of the content", ... When we approach the thorny subject of spelling and grammar, there are plenty of excuses! And yet, recurring mistakes can ultimately overshadow the quality of your work and bring your expertise into disrepute. Be vigilant and do not hesitate to have someone proofread you before pressing the "send" button.

• Think Short and Simple

Keep It Short and Simple, or in other words: don't over-complicate it. Offer your readers content that is exposed simply and avoid complexity. Don't use bombastic or overly scientific words and feel free to paraphrase if a concept needs clarification.

• Don't overlook the title

Some are quick to say that the ability to write a good headline is the most important skill a web writer should have. It is true that, for the reader, the decision to click on an article or not is made mainly on the basis of the title. If the latter is flat and boring, the reader is very likely not to be interested in it (for more, read our article " Without a great title, your article is nothing! ")

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