What to consider with content creation

By taking into account the reading behavior of online users, concise content can be structured.The tone of voice of a company is comparable to that of a person. A company should communicate with its own recognizable brand voice, which has its own personality, opinion and individual style. This voice can vary depending on the situation and the specific target group. This requires a carefully crafted persona to be aligned with this tone of voice and adapted to the communication channels, and this distinctive language extends across all of the company's content and the target group's touchpoints. This approach makes the company appear more credible and helps the information to be accepted more easily. Content creation is about harmonizing all these aspects. And this is not always easy, but it's not rocket science either.Link what you have read with your existing knowledgeContent should encourage readers to link what they have read with their existing knowledge. After reading the text, they should feel as if they already know how to solve their problems. After all, people are not mainly looking for products and brands. People are looking for answers to their questions and solutions to their problems. The texts must therefore be comprehensible and informative, provide solutions and satisfy the need for information. And in order to develop truly relevant content for the target group, one thing is particularly important: listening. Experts such as David Meerman Scott and Miriam Löffler also recommend identifying and deriving needs and problems from the various buyer personas. Only then can the expertise be communicated effectively, and by focusing on the customer's needs when writing texts, a company comes across as credible but also approachable and likeable and, above all, can be rewarded with engagement.A web-compliant text does not need an exciting and uplifting dramaturgybut must inform concisely, quickly and precisely. The inverted text pyramid serves as a structuring basis for the web texts:

Illustration by Miriam Löffler from "Think Content".The principle of the inverted text pyramid states that the content should first and foremost contain the core message that is essential for the user. This is followed by supplementary explanations and useful details such as sources, and finally the "nice-to-have" information should be listed. The recipient reads the headings first without any knowledge of the text that follows. If he or she is interested in the information, he or she gets into the text, i.e. the first contact information must reflect the text. It is often precisely these headlines or the first sentence of a text that decide whether the content should be read in more depth. In order to structure the text even better and make it easier to read, subheadings or subtitles could therefore be incorporated into the inverted text pyramid.Better Google ranking through search engine optimized textsIn addition, the search engine-compliant preparation of the texts has an influence on the Google ranking. Copywriting is referred to as hybrid because content and copywriting managers have to serve two target groups at the same time: the user and the search engines. A text optimized for Google should contain at least 250, ideally 400 words. In principle, however, the text should be as long as necessary, and influencing techniques such as the two-page message approach, the integration of images combined with content and the repeated publication of content in connection with the sender company should be taken into account in content creation in order to achieve a more efficient result of the approach. Here in particular, the importance of investing time and energy in the creation of content is emphasized.