What is the key to successful online content


Sumedha Vemuri


There are billions of content creators present around the world, diligently crafting content across multiple platforms in an effort to reach people, boost their businesses or for organizations to market themselves.

However, have you ever wondered why some brands or creators manage to amass a huge following while others seem to fail despite occupying the same digital platforms and creating content with the same regularity? What makes content viral?

Why do some brands amass followers who become customers and buy from them, while others fail to do so?

The real secret lies in the quality of content produced. Content can be beautifully written but that is no guarantee of its success digitally. It is only a good content writer who can understand what needs to be done for a creator or business to be successful in their digital marketing. 

Read on to find out what successful content writers know, in order to make their content for brands and businesses successful online. 



1. Understanding audiences

To make your content piece successful and hit home, a content writer needs to know who they are communicating with. Who are their audience? What social backgrounds do they have? WHat is their age? GEnder? Shopping preferences? Language? Content choices? 

What are the major concerns they have? 

Being able to profile the target audience and understand them is key to crafting successful content. 


2. Know your goals

Every business and marketing campaign has different goals. Some businesses simply want to build their reputation online. Other businesses want a specific product, offer or sale to be promoted. Some want to gain new followers, or directly make a sale. Others choose to educate people. So what are the goals of your business/organisation? What do you wish to achieve with this marketing campaign?

When you know what the end goal is, it is possible to clearly craft content and use good calls to action to guide your audience. 


3. Using the brand’s voice and USP effectively

Every brand has a unique voice based on its values, methods of operation and services. Being able to communicate this clearly and uniformly across all modes of communication is key to maintaining brand image. There needs to be consistency in approach and language between a simple jingle, an Ad Copy, an email, a blog article and a video script. 

This consistency allows brand content to be uniformly discoverable. 


4. Clear topics

Simple and direct topics and communication are key to good content. Whether it is SEO or even research, it is more important to be direct and use familiar simple terminology that can be recignized by everyone, rather than complex verbose writing. 

Successful content writers craft simple headlines, direct and clear topics, straightforward subheadings and CTA. Communicating information accurately is more important than making it beautiful. 


5. Smart Keywords

For any topic, before proceeding, good content writers try to understand two things – what keywords are often used by the brand in this category? And what keywords are used by the public to search for content online? 

When language used is recognizable, more number of people can understand and relate to the message. Using the right keywords to communicate, and then making these keywords a regular feature helps make your writing accessible on the internet and therefore more successful. 


6. Relevant research

Good research often forms the basis of many articles. Accurate sources, fact checking, avoiding plagiarism and making sure the claims are relevant to the topic help make the article relatable to those reading it. 

Research gives content an objective basis, building trust with the audience and maintaining the reputation of the organization. 


7. Structuring and outlining content

Readers find it easy to go through content whose flow, structure is clearly visible at the outset. 

Starting the entire writing exercise with an outline ensures writing follows a logic that the readers can understand. They can recognize whether the topic of their interest is being addressed in the content piece and therefore decide whether or not to continue perusing it. A clear structure with simple headings and direct flow of narrative makes a good piece of writing. 


8. Originality and authenticity

The most important factor in creating any content piece is originality/authenticity of the piece. Even if the content piece is fictional, ensuring original writing and avoiding plagiarism is important to help the content piece perform well. 

There are multiple filters that search engines use to weed out unoriginal content and report plagiarism. 

The price for not being original or authentic often can have legal consequences for the organization. Hence originality and authenticity are a factor that cannot be compromised on. 


9. Educating the reader

There are several ways to make content stick inside the audience’s mind. Other than entertaining, one of the more popular methods are “educating” your reader. 

This benefits the business two-fold. Firstly, by sharing information, the company becomes more trustworthy in the eyes of the customer, and second, by claiming mastery over the category or niche by educating them. 

This ensures that the audience views the business as an authority on those topics and may come back to consume its content frequently. 


10. Persuading the reader

Many times it is not enough to educate the audience. In order to get them to take a specific action, or think along certain lines, content needs to be written in a persuasive manner. Creating a sentimental connect wherever necessary, and at key points that appeal to the target audience can make all the difference between a dry piece of content and a rich, engaging one. 


11. Multi-format communication

Great content doesn’t just work on one platform – it becomes shareable and adaptable. 

An article can become a video, a video can become a Story or twitter thread, and can even become an infographic or instagram post. Compelling content has a life beyond the formats and restrictions of one platform. In order to engage audience, it can be adapted to multiple spaces. This makes it doubly and triply possible that the target audience sees the content prepared for them, and engages with the brand or business. 


12. Clear CTA and shareability

As stated earlier, all marketing and content has a clear goal. When content is structured and outlined, it needs to be outlined in such a way that it guides and persuades users to take an action at the end of it. Having clear CTAs that directly or indirectly influence users to take an action closes the communication loop, allowing brands to harness their audience well. 

Crafting good CTAs is also a skill that can be developed with time. 



A good piece of content, regardless of platform has many considerations. 

Experienced content writers often hone and use these skills consciously in order to complete the marketing loop they initiate. This ensures that the business and the content’s marketing goals are being met. It also ensures that you make content successful online and gain the life and recognition needed to become enduring. 

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