Use content to attract repeat visitors to your website
Content is one of the most important aspects of a website but too often it can be overlooked with attention instead being diverted to design and layout decisions. Some balance has to be reached in order for your website to be effective and make an impact on your target audience. During the design phase the appearance and layout of the website are critical to achieving the ideal user interface and creating a comfortable user experience. Once this is finalized however, your content is responsible for captivating your target audience and making them want to come back. Good content is what the most popular websites on the internet have in common so it pays to invest some time and efforts on your website content.
Writing about your expertise or backing your content with strong research is a great way to ensure that whatever you publish on your website is of high quality. Quality can also be influenced by how error free your writing is or the resolution of the imagery you include in the content. Good content for a sports website would include fixture lists, match results and sports news. Information that is exclusive to the business or organization that would be released as a press release is also ideal content for a website.
Quality content attracts visitors to return because it proves that you are knowledgeable and a credible source of information. It makes your website more believable and more reliable.
When you are gaining an audience the quantity of content you create also becomes an important issue. People expect different types of content to be published with different frequencies. For instance news stories are expected to be published several times a day while business articles may be expected less frequently. Whether you are creating or curating your content will also affect how often updates are expected. Websites that curate content are expected to be updated more than those that create original material.
The quantity of content you create helps your website visitors figure out when to revisit your website if they are interested in your content. Websites that are frequently updated encourage visitors to revisit more often in search of new information. Quantity works together with quality because if the content is not of good quality the quantity may have little impact on repeat visitors.
The content that you publish on your website should be relevant to your target audience. If you are targeting mothers and fathers video games and sports cars may not be the ideal content for that demographic. Your content must also be published in a timely fashion in order to be relevant to your visitors. Information about a sale your company is having published on the final day of the sale does not give your visitors much opportunity to take advantage of the sale.
Relevant content helps you to develop a niche that your content specially caters to. This niche can be identified by interests, age, geographic location or any other demographic. This makes it easier to market your content to new groups that share the characteristics of your niche.
To ensure that your content is effective you should try to gain the right balance of quality, quantity and relevance. This may differ from industry to industry or business to business. It is important to know your target audience and let your content cater to their needs and expectations.