Search engines, social media, and consumers increasingly demand unique, relevant content, but creating and maintaining content can be a time consuming task for a company, whether larger or small. Ideally, a company should employ an in-house writer or at least and out-sourced person skilled in content creation and maintenance.

From a marketing perspective, unique, relevant content provides a persuasive tool for readers to become customers. Poorly written content offers little true value to readers which causes lower engagement. This is especially true in social media.

So how do small companies create unique, relevant content without an in-house writer or an out-sourced person? Website Magazine recently published an article on the subject and compiled a checklist for. Here are some helpful tips to use when creating, curating and circulating content for your company:

Creating Content

According to Website Magazine (January 2016), marketers overwhelmingly believe original written content to be the most effective form of content. Here are a few questions to answer before you put pen to paper:

  1. Is the most important information up top? It is important to remember that web users are more like “skimmers” than “readers.”
  2. Does it have a compelling title? Crafting titles can be an art, so A/B testing multiple titles can help by eliminating titles that aren’t driving further engagement.
  3. Is it relevant? Does the content you want to develop relate to your product or service? Does the content you are creating incorporate your relevant keyword? You have spent time researching a powerful list of keywords and it would be all for nothing if they were not put to good use.
  4. Is it scannable? It’s sad, but true that most people just read the headlines, so marketers should appeal to this scanner audience by giving them the highlights.
  5. Was it proofread? While self-explanatory, typos and other mistakes happen. One of the things that I have learned over the past years is that you NEVER proofread your own content. Always have someone else read it through.
  6. Did you decide on and hit your word count? Word count may seem more arbitrary on the web than in print. However, a word count can be used to ensure writing is concise. Establishing a word counts can help focus the strongest points early and can be used to better organize thoughts and information.
  7. Are there images? Having images in posts can make it easier for your audience to share a relevant post, because posts with images receive higher levels of engagement. Just make certain you have publishing rights to images that don’t belong to you.
  8. Is it original? Your ability to create original content is what will set you apart from your competitors. While writing about similar topics will happen from time to time, you should be aware that there will always be someone who took the same topic and did a better job executing the content for it. It is best to be original, but if you are writing on the same topic as a competitor, try to write from a different perspective.

By answering these question and following simple rules of content creation you should be able to create high-quality, relevant content for your website and social media campaigns.


Cole Patrick Digital Marketing is a full-service marketing company located in Boise, ID. We specialize in Website Maintenance and Optimization for Small Businesses in a variety of industries. All information is based on our experience and education. No portion of this post can be re-posted without the express written consent of Cole Patrick Digital Marketing or our Founder/CEO Jeff Stevenson. © 2016, Cole Patrick Digital Marketing. All rights reserved.
March 8, 2016

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Search engines, social media, and consumers increasingly demand unique, relevant content, but creating and maintaining content can be a time consuming task for a company, whether […]