Tuesday, November 17, 2009

Great Web Content: Written for the Target Reader

Here's #1 of a 10-part series on the "The 10 Hallmarks of Great Web Content." Read the full white paper, or view all the blog posts in the series.

There is a lot of tweeting about tweeting--and all the other ways that social media are changing the ways we work and think. But at the heart of it all, every tweeter needs great content to tweet. (Retweeting everybody else's great content is easy, but it separates the thought followers from the thought leaders. Thought leaders originate the tweet.)

In this series of posts, we'll take a close look at "The 10 Hallmarks of Great Web Content" to examine what separates a tweet from a retweet.

Hallmark of Great Web Content #1:
Great Web content is written with a target reader in mind.
For content to succeed, the authors must pick a clear target. One size does not fit all. Good content is highly segmented. That means if you need 200 pages on your website instead of 20, do it.

Search engine marketing specialist John Waddy of TwentySix2 Marketing constantly emphasizes this point. “If you figure out why people are coming to your website and address their needs and their likely questions up-front, you have a much better chance of converting them to the desired call to action,” says Waddy.

To entice their target readers with valuable content, Web marketers need only follow the basic practice of SEO: create a page for each key phrase that readers search. This simple approach ensures the right content gets covered, as well as found. People search, people find, people read. And when your content answers the questions your target readers are asking, they don't have to leave your site to look elsewhere.

If your site needs to optimize 200 key phrases to answer the target readers' questions, then creating great content for those 200 pages is a sound investment.

For more hallmarks of great web content, read the white paper.

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