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<\/p>\nFirst thing’s first, when it comes to publishing content online, you need to remember who you are writing it for. Your primary target audience is prospects and current customers, not the search engines. Yes, it\u2019s important to consider SEO and incorporate keywords naturally where you can but the content is really for the people that you want to learn more about your business. No matter what industry you are in or who your target audience members are, certain items have become standard when it comes to online content publication. Missing the mark in any of the following<\/p>\n
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Here\u2019s what your target audience has come to expect:<\/strong><\/p>\n Useful content<\/strong> An appealing design<\/strong>
\nIf your content isn\u2019t useful to target audience members (answers a question, provides information, tells a relevant story, etc.), there\u2019s really no point in writing it. Content shouldn\u2019t be written just to fill a space or hit some quota that\u2019s been imagined up. When you\u2019re simply writing just to write, the quality suffers and your target audience will see right through that. These \u201cfluff\u201d pieces do absolutely nothing for your reputation. Actually, I take that back. They can actually harm your reputation. Instead, spend some time getting inside the minds of your target audience. What information would they find useful at every step of the buying cycle? What thought leadership content can you provide that will establish your writers (and business) as authorities in your niche? Keep the promotional content to a minimum and focus on what truly matters to your target audience to get in on their \u201cgood side\u201d.<\/p>\n
\nTo start, let\u2019s talk about mobile. Is your content mobile friendly? If not, it\u2019s time for you to get on that and invest in a responsive website that makes all of your content mobile friendly, no matter what device someone is viewing it on. It doesn\u2019t end there though. Take a look at the design of your website where your content is published. Is the design appealing? Does it match your brand? Is it modern? To be fair, this matters more for some target audiences than others. If your target audience is marketers, you better be on top of this. If it\u2019s manufacturers, you might have a little more wiggle room. But it\u2019s always best to err on the side of caution and update the design every few years as design trends change.<\/p>\n