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I often write that, the core of the whole internet architecture is content. But in all honesty, content creation can be a very tedious and time-consuming process.

I was recently nominated for a Kenyan Blog award, (btw details of how you can vote for me are at the end of this post ) and my colleague asked me a question that actually inspired me to write this article. She asked (verbatim)

How did you make your content stand out from everyone else’s?

I write content to add value to people’s lives. Personally, this is why I am so passionate about this blog, I genuinely want to add value so I guess that’s what helps me stand out.

Good content supplies a demand for people actively seeking that information. Adding value is great but information is useless if people are not searching for it online.

If you want to stand out your content needs to be current.

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It is important to understand how to craft great content, because it can be the cornerstone to a website and help you build your brand.


Content marketing has nothing to do with how often you post articles to your website/ blog, a good piece of content has everything to do with structure, more than anything else.

You can have the best content in the world but it’s delivered in a way that may not necessarily resonate with your audience.

So I came up with the following guidelines on how to craft your next blog post/content marketing piece that will guarantee to help you stand out in a crowded market.

Tip #1: Structure Your Content

We are living in a world of Infomation Overload. People have access to vasts amounts of information and they generally cannot consume it all.

So how do web users actually read your content?

“They don’t. People rarely read Web pages word by word; instead, they scan the page, picking out individual words and sentences.” – Jakob Nielsen

Quick Tip: Structure your content in a way that people will spend less time reading it.

My strategy for structuring my blogposts has always been:

  • To pick out the key points, words and phrases from my content and highlight them either bold, in an image (like the instaquote attached), click to tweet format or in a sub-heading.
  • I also keep my paragraphs very short no longer than 3-5 sentences. People tend to get overwhelmed with large blocks of text. (I actually learned this much later…)
  • Add  lists and bullets to my content is a way to summarize similar ideas. They are a great way to break up schemes of text.
  • I make sure that my links show up in a different color from the rest of the text.

Also Read: Inbound Marketing Strategies That Will Growth Hack Your Startup To Success.

All of these structural tips are aimed at making my content easier to skim.

Tip #2: Social Sharing

If you’re truly adding value to people’s lives, then they are going to want to share your content.

By adding social media buttons to your page, you are making sure that people have a way to share their recent discovery with other people they’re connected with online.

There are lots of tools to help you achieve this, for my social sharing buttons I use a plugin called SumoMe. I recently did a review for it, you can access it here.

Quick Tip: It’s important to note that people ONLY share content that is:

  • Informative
  • Educative OR
  • Entertaining

Also Read: 5 Powerful Social Media Plugins To Increase Sharing While Doubling Followers

Tip #3: Make Your Website Mobile Friendly

Have you taken the mobile test on Google?

It’s no secret that Kenya, just like much of world is going mobile.

Chances are that you’re probably reading this article from your mobile device right now 

It’s more important now more than ever to think about your mobile users.

Important To Note: Last year On April 21, 2015, Google released a significant new mobile-friendly ranking algorithm that’s designed to give a boost to mobile-friendly pages in Google’s mobile search results.

Over 90% of people in Sub-Saharan Africa access the internet through their mobile phones. Designing your website needs to start with “mobile first”.

Quick Tip: Watch out for the fonts that you use on your website, ensure they don’t become too small or blurry on small screens and always use images that are resizable.

Take Home,

You really don’t need to write 40 hours a week to be a good writer, all your article needs is to check a few boxes like the ones highlighted above.

Once your article goes live on your website actively promote it on social media in order to get it in front of as many eyeballs as you possibly can.

Repurposing old content is also a great way to breathe new life into old content. This is such an exciting idea because you can take old posts that offer just as much value today as they did when you first published them.

In conclusion,

Good content should stand the test of time.  For as long as it’s live on your website it will not only be a valuable resource to whoever who’s reading it but it also has the potential to sell you FOR LIFE!

Know any other tips worth mentioning?

I hope this article has been helpful, As always I would love to hear from please leave a comment below.

Drop me an email at [email protected]  tell me a little bit about yourself or your business you can also send your comments to [email protected]

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Catherine Mong’ina is the Founder and CEO of E-Technology Africa, a digital marketing agency based in Nairobi, Kenya offering social media, S.E.O, website and app development services. She works closely with B2C and B2B businesses providing digital marketing content that gains social media attention and increases you search visibility.