Content for Blogs and Websites

Content for Blogs and Websites

Why Create Content for Blogs and Websites

One of the most important digital marketing strategies today is creating content for blogs and websites. In the past, having a website was enough. If you had a flash website back in the 1990s and early 2000s, it was considered innovative. But today, website development technology has evolved tremendously.

With the most up-to-date tools, it’s no longer enough to just have a homepage for your company. An institutional website must have multiple pages explaining your services, the products you offer, your differentiators, a contact page, a Google Maps address, and much more.

Today, it’s not just the programming that’s changed. Even with new languages and possibilities for creating websites, user behavior has also changed. If, in the past, consumers watched TV and couldn’t directly engage with hosts, directors, or even actors, today everything feels much more intimate and accessible.

Consumers now seek a deeper relationship with companies, much like fans connecting with their favorite artists. This new dynamic of social media and company websites has completely transformed how marketing works. Now, it’s the company that needs to demonstrate all that it can offer and how valuable it is for users to engage with their products and services.

Through this shift, the need for companies to communicate their thoughts, ideals, goals, and updates became evident. Social media brings users closer to companies, but with so much to say and valuable content to share, social media alone is not enough.

That’s when companies began to create blogs and communication channels where inbound marketing could be fully explored.

Inbound Marketing in Blogs and Websites

Inbound marketing plays a crucial role in creating complete informational content without the need for overt advertising, like we see in furniture or beer commercials. It’s recommended that the company’s name not even appear in the text.

This is why content creation for blogs and websites is a widely used strategy today, being one of the core elements in a site’s SEO plan. Inspired by major communication and journalism channels, blogs and websites from companies concerned with their image and communication with their customers began creating relevant, meaningful content.

Thus, content creation, unlike daily newspapers, focuses on “evergreen” topics—timeless information that provides lasting knowledge. And SEO, as we know, is a medium to long-term strategy that helps with authority, positioning, and relevance in search engines.

Notice how blogs have become a key piece to discuss what’s important in your industry and help answer your audience’s questions? You’ll become more discoverable, more relevant in your field, and can become a trusted and reliable content source in the future.

Inbound marketing works by combining these key factors: content size + text structure + publication frequency. Keep this equation in mind.

How to Create Quality Content for Blogs and Websites

When we talk about communication, human relationships, and users, things get more subjective. There’s no foolproof formula, but there are best practices that can significantly boost your results.

Let’s start with text length.

Word Count per Post

Currently, according to a SEMrush report, the average text on the internet ranges from 500 to 600 words. A text of this size can be helpful to the consumer and cover the basic, necessary information.

However, short texts like this don’t convert as well as longer ones, like those with over 1000 words. Inbound marketing works with a plan where the most important content needs to be long and detailed (without unnecessary filler), but shorter content can also be used for specific goals and timeframes.

Google’s highest-rated texts used to be 600 words long, but they’ve now moved to around 1200 words. Texts between 1200-1800 words convert better than those with just 500. So, the range for creating excellent content is quite broad, allowing for various approaches.

Text Structure

Also known as “copywriting,” text structure refers to organizing your content following search engine guidelines. In SEO, it’s not enough to just find the right keywords and topics for your audience.

You need to organize this information in a user-friendly and presentable way. That’s why subtitles (H2, H3, H4, etc.) are important. It’s not just about organizing the content under subtitles, but also writing paragraphs that are concise and not too lengthy.

By combining text with visuals, the content becomes easier to understand and earns better “points” from Google, which helps with ranking. That’s why you shouldn’t neglect optimized images, informative captions, graphics, infographics, photo albums, podcasts, relevant links, and more.

Good text formatting is essential for inbound marketing to deliver the desired results. If an image is broken and can’t be viewed, for example, the copywriting effort will be wasted.

Publication Frequency

The third, equally important factor, is publication frequency. Inbound marketing in SEO will only bring results for your blog if you maintain a regular posting schedule. Some industries require daily content, but others can thrive with weekly posts, as long as you commit to posting consistently.

Even industries we may think of as “boring” or lacking information still have valuable content, new insights, and tips on how things are applied, used, or understood. Believe it or not, it’s with blog and website content that you can discover what people want to know, what’s interesting to share, and what will be relevant in the future.

The frequency plan should be decided by the team, after researching the audience, the market, the platform used for the blog, and the budget for content creators.

This content doesn’t always have to be in text form. It can be a podcast or a YouTube video. However, it’s important that your blog posts include an introduction and a summary of the information contained in these audiovisual formats. In the introduction, you can strategically add keywords, organize your content so that Google can better understand it, and more.

Still Uncertain About Starting a Blog?

Any business that has an online presence can think about whether it’s the right time to start a blog. From small businesses to large corporations, blogs are a cost-effective tool compared to publishing periodicals or thematic magazines. Plus, they can reach a wider audience and be more precise.

A major advantage of having a blog isn’t just the frequency, cost, and reach. It’s the ability to update the information. It’s impossible to rewrite an article published in a magazine like Veja, for instance. But in the digital world, that changes.

Were there richer insights published by specialists or reliable sources? Were there interviews with valuable information? Did annual events bring innovations and improvements to your sector? All of these pieces of information can be collected and edited into a pillar article.

This page about blog content can always be updated with more relevant and crucial information for you. The format can be changed to improve text reception, gain more traffic, or increase engagement. There are numerous ways to enhance blog content.

Nothing is lost if it can be improved and re-evaluated. A blog post has endless potential for growth, so it’s never a wasted investment. Even if the result wasn’t ideal, the plan and text structure can always be reworked. Nothing is ever lost in SEO for blogs and websites.