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How to Write Online Content that Matters

This blog was originally posted on

Writing online content is an important part of any marketing initiative, especially in the arm’s race of search engine rankings and the recent addition of Google Authorship.


Caption: Google Authorship puts quality online content at the top of SERPs.

However, not just any content will do. It must matter to your brand, your industry and, most importantly, your audience.

Here’s how to make sure you’re doing it right:

Imagine Them in Their Underwear

We all know the foundation of this advice: to see the audience in a funny way, which will then (hopefully) ease your nerves. While you won’t be seeing any of your audience while writing your content, this little adage does communicate the importance of feeling more comfortable with them. It’s important for online content to stand out, and a good way to do that is by using humor and a conversational tone (think more talking with a favorite co-worker and less bantering with your Uncle Harry). You want your readers to feel at ease with you without compromising your position of authority and thought leadership.

More than a Number, More than a Name

It’s really easy to start seeing your blog readers or social media followers as a random mix of names and numbers, but it’s very crucial to your online success to understand what makes them tick. Gather information about their ages, genders, locations, interests and other clues that can help you develop online content they can relate to in their own lives.

Make it Unique

Do some poking around on Google or Bing before you decide on a topic. Are there already hundreds of articles about your idea? If you can write about the topic in a new or more interesting way, then go for it. Otherwise, consider what other ways you might pull in your audience. Is there a way you can piggyback on a familiar topic, but in a way that no one else is doing? What new approaches might you have to offer that is not being discussed? Readers get tired of regurgitated information; so, if you can deliver unique online content on a regular basis, then you can bet your bottom dollar your community will grow with you.

Turn on the Keywords

At this point, almost anyone that has any interest in online content knows that in order to be found online you need to use keywords that are relevant to your dialogue. Pick one or two keywords and use them in a natural way throughout your content.

Go With Your Gut

At the end of the day, you are the expert in your field. Go with the content that feels right, and that you think will best benefit your online audience. You have probably heard customers, clients or even other industry acquaintances ask the questions that need answers. Write about these answers and start to become the go-to person for your product or service.

Over time, writing unique online content with relevant keywords that is right for your audience will pay off. Remember to share your content on your blog as well as with your social media networks to get the most from your SEO efforts.

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