Content Creation – What you need to keep in mind when creating content


The content of a website should fit the target group, interest them and be easy to absorb. This article shows you which aspects you should consider when creating content.


Content for the website can't even be created quickly!


Behind good content is hard work. The focus here is always on the needs of the visitors. The basic idea behind it can be described as content design. This means nothing more than a special way to think about content and make content production more structured and user-centered.


The contents and their structure should be developed together with the customer at the beginning of the project. The focus is on the previously defined project and website goals and the answers to the core question of what is used by whom and where. But more on that in a moment...


The structure of the content

First, the possible content must be defined: Which content should be presented and how? To do this, a content structure must be created.


The development of a so-called information architecture (IA) defines the individual content areas. This includes above all the sitemap, i.e. the page structure with main pages and subpages, divided into main, sub- and meta navigation.


At the same time, the information architecture provides an overview for the visitor:


  • Where am I?

  • What is this all about?

  • Where am I in the offer?

  • Where else can I go from here?

  • What is this website for?

  • What do I get from this offer?

  • Who is behind it and how can I reach them?

The information architecture is therefore more than just navigation.

The information architecture includes the classification and categorization of all content.


Once the individual pages have been defined, the content can be defined for them:


  • Which content should be conveyed on this page?

  • How should these be divided/structured?

  • By what means should the content be conveyed (texts, images, infographics, etc.)?


For this purpose, the creation of wireframes has proven itself. For the individual pages, a structure of the content is developed so that it becomes clearer which content is where and in what context.


When the content structure is ready, it can go to the production of the concrete content.


Tonality – Finding the right tone

Providing the right content also means preparing it for visitors. But if you have ever read several (web) articles on the same topic, you will have noticed that there is not only one way to prepare and design content.


The structure of the content, the scope and the level of detail, the media used, the language, the tone of voice – all this can be very different and individual.


Here, the website operator should define what his tonality and his "way" of content design and implementation should look like. In this way, uniformity can be achieved across the various contents. For this purpose, it creates a kind of "guideline" for the creation of future content or for several people involved.


Authenticity plays an important role here. It is better to find your own voice than to imitate or copy others. This also ensures that something like a branding is created, new German branding.


Visitors will be happy to return to the same content source if they like their point of view and language. Since there is already more than enough information out there, it is unlikely that a topic has never been covered before. The own, perhaps also somewhat new point of view and presentation, make the content interesting


At the same time, in addition to one's own language, the language of the visitors is of course also relevant. They must understand the content and find themselves in it, i.e. be able to identify with it in a certain way.


Authentic vs. SEO texts

The days of writing "for search engines" are over!

At the end of the device sit real people. So no search engine optimized, overflowing with keywords texts should be created, which alone have the goal of good rankings, many visitors and the subsequent manipulative conversion. Texts should rather offer the famous added value. The visitor gets a real benefit from it and can gain trust and comes back.

Then the texts also rank (almost) automatically well.


Stories

After extensive research and intensive analyses, the content structure is clear: user needs have been clarified. Their language and their channels as well.


Now is the time to turn these questions into answers.


One tool that can help with this are the so-called user stories (too German user stories).

These can be used to create clear, targeted user-centric content.


User stories have the following structure:


As [Role/User: Person in a specific role]

I want to [goal/wish/function: perform an action or find out something],

so that I/um/because [benefit/value: can achieve my goal]


In concrete practice, this could be, for example:

  • As a customer in an online shop

I would like to register,

to see and check my previous orders and print invoices.

  •  As a customer of an online shop

I would like to be able to specify a different delivery address,

to send a gift to any person.

  •  As a web designer who is not well versed in SEO,

I want to find out which WordPress plugin can help me write,

so that my articles achieve better rankings and get more traffic.

  • As an IT employee of a medium-sized company

I would like to be able to compare the technical details of the hosting providers,

to be able to choose the right package for our website.

  • As a patient

I would like to quickly find the opening hours and contact details of the dentist,

to get an appointment.


This method can provide useful content creation services. In this way, not "any" texts are produced, but helpful answers to concrete needs and problems can be provided.

No text deserts

The time of long pages of text is also over. No visitor wants to read that anymore. Anyway: It is best to say goodbye to the idea that the visitors read a text completely in peace.


What is much more likely: The visitors scan the page, get stuck in certain prominent places and read here, sometimes in there and click on...


This is important for the design, but first for the structuring of the content and the texts.

It should be as easy as possible for the visitor

  • to get an overview of the text/content/statement.

  • to have different entry opportunities again and again.

  • record the content through various media types such as texts, images, etc.


As a result, a short crisp text can be created, which corresponds more to a quick tip. And another time, it can be a multi-thousand-word technical article (like this one).


At the beginning of the writing, these three basic questions help:


  • For which target group is the content created?

  • What makes the content unique?

  • Which text, image and video/sound content looks appealing and offers added value?


Shortness

The length, i.e. the quantitative scope, should be sufficient. The topic and the desired intention should be dealt with. Most of the time you write too much and debauched. This is where the old tip can help:

Shorten the text by 50% and then omit half of it again.


The challenge is to summarize the essence of the statement concisely and succinctly, so that no novel is created.


Making content accessible


A topic that is often misunderstood. Accessibility, often called accessibility in technical jargon, does not "only" mean making websites operable for people with disabilities. It's so much more than that.


Slow internet connection, bright sunlight, small display, touchpad, old browser, low vision, loud ambient noise, lack of English skills, etc. – there are so many restrictions to which we ourselves are regularly subject and which do not necessarily correspond to a physical limitation.


User needs should therefore be combined with easy-to-understand content. Then this information is accessible to all visitors, regardless of their skills, the device they use to research, the knowledge they have, etc.


Using simple language doesn't sound cheap or amateurish, but opens up the content for quick, understandable recording.


Long, nested sentences are not only harder to understand. They are difficult to scan and nobody really wants to read them on the Internet. If you want to write novels, you better use the typewriter.


Even with technical terms, think carefully about whether they are understandable for the visitors and their knowledge. In case of doubt, it is better to explain them or find terms that are equally unambiguous. Sarah Richards put it beautifully:


And the article Plain Language Is for Everyone, Even Experts uses practical results to show how a simple language can even really save money.


Structure texts


Short paragraphs, bulleted lists, quotations, tables, subheadings, marked passages, etc. loosen up a text pleasantly.


This results in small, digestible bites of content.


You will also notice this in this article. Yes, the content is long (the topic could be covered in much more detail, by the way). But I tried to divide it into individual "sections". It's best to read the article completely from start to finish (I'm a realist and I know you don't). But that's exactly why you have many small entry opportunities.






Content design therefore means creating content that is functional and usable – for everyone.

A good text

... is unique and new.

... is personal and authentic.

... is written in its own voice/language.

... represents added value.

... serves a need of the readers/visitors.

... is informative.

... focuses on the essentials.

... is well structured.

... is designed to be reader-friendly.

... is supported by other visual elements.


Content is not just a text desert

Of course, content does not only mean continuous texts paired with a few subheadings. Even if you think about it first and start writing texts. Content can be much more than that.


Of course, content does not only mean continuous texts paired with a few subheadings. Even if you think about it first and start writing texts. Content can be much more than that.


There is a great variety of text content alone:


Text content:


  • Menu

  • Blog Articles

  • Information texts

  • Categories

  • Link/button texts

  • Alt tags, title tags

  • FAQs

  • Review

  • Tutorial

  • Report

  • Checklist

  • Review

  • Guest Articles

  • Advisor

  • Interview

  • Study

  • Case Study

...

And there are other content formats such as:


Image Content:


  • Photos

  • Graphics/Illustrations

  • Infographics

  • Videos

  • Buttons

  • Icons

  • Animated Gifs

  • Sound Content:


  • Podcasts

  • Music

  • spoken texts

  • Other content formats:


  • Hangout

  • Survey

  • Calculator

  • Webinar

  • Presentation

  • Chatbot


For most content, it's the mix. We already had it: nobody wants pure text deserts anymore. Variety is the order of the day. Not as an end in itself, but in the sense of user needs, accessibility, standability and website goals.


The call-to-action – showing customers the next step





It's always about helping the visitor:

Service X helps the customer to Y.


A new website gives him more visibility and more requests. A dentist helps the customer to have healthy teeth. An online shop helps to create a convenient and large selection, easy ordering and delivery.


So every company offers solutions!


The content should make the connection clear:


How can the service help the customer?


It is not self-evident that visitors make the connection for themselves. The website content should show that the solutions are offered as a service.


And therefore, visitors should also be told and shown what their next step should be.


Add a call to action to each piece of content. Often this is at the end of a long article according to the motto "And contact now". Not so bad, but why not in the middle of it in a suitable place?!


It should not "muffle" after sale, but of course appear appropriate in terms of content. If advice is given or a solution is mentioned, something like:


"If this is something you need help with, click here to learn more about working with me."

or

"I help all my clients in my XYZ coaching. (More information can be found here)."


Such a call to action is then called call-to-action. Notorious by the corresponding CtA buttons. Sometimes a further link that leads to another page, another article (regardless of whether it is on your own website or an external link) can be sufficient.


Optimize the content for the search engines

No, no purely search engine optimized texts should be written. Of course, this does not mean that SEO should be completely disregarded!

On the contrary, it would be a pity if the new user-centered content were not also appreciated by the search engines.


For a higher ranking in the search engine results, you should do on-page SEO. Yes, this includes keyword analysis and definition.


And yes, it makes sense to use the keywords that the target group uses again and again in the texts. You can even distinguish between short, medium and long-tail keywords.


Meta tags (title and description tag, image names, alt tags of images, h1 to h6 headlines) are important SEO ranking factors that should be considered.


Keyword density, on the other hand, has lost importance. A keyword should happen as often as it seems natural, not as an SEO tool would like.


Internal links are a powerful tool for this. Once for the reader, who is forwarded accordingly in terms of content (and remains in the website) and the search engines thus get a better understanding of the (internal) contexts.


External links are also part of it, as not everything is on your own website. Helpful, supplementary content can and should be linked, because this is also an added value for the visitor (did you notice the external links in this article?).


The main difference between SEO texts and content design is that one is "optimized" according to more theoretical criteria by using keywords accordingly. While the other has the real visitor in mind and the result is therefore also more open and not predetermined on the basis of certain criteria.


Content Creation at a Glance

Content creation is hard work, but it's not rocket science either. You don't necessarily have to have studied German or the like (of course, it can't hurt). Above all, however, no matter what background knowledge you have, it is important to consider the presented aspects as a basis. Of course, there's a lot more that's helpful around content creation. The content design page already provides many hints and suggestions. Also the question content vs. design – What is "first"? provides helpful input for your own workflow.


What about you: How do you approach content creation? Do you leave them completely to the customer, help him or is an external copywriter added? Do you then simply let the finished texts/content flow 1:1 into the website or do you possibly adapt them so that they – attention: content design again – are easy to scan, quickly consumable and varied? Let us know in the comments: