From a marketer’s perspective, good Web content does two things:
First, it helps people find you. Google and other search engines rank only pages with valuable, relevant, high-quality content.
Then, it drives action. Or, in Web speak, it converts. It turns your site visitors into patients, donors, job applicants — or whatever else fits your specific goals.
The benefits of good content are clear. But what is good content? How do you know what to include? Where do you start?