7 Smart Content Creation Tips To Use Today
Your website traffic has dipped, and in this blog post I explain why and what to do about it. And to be clear, this is nothing to fret about; we simply have to adapt our Search Engine Optimisation (SEO) strategies a little, especially because of the rise of Artificial Intelligence (AI) and how it is changing the SEO game.
Why has my website traffic dipped?
With the rise of AI, search engines have changed the way in which they are now ranking your website and others (you’re not alone!). Google also has its own ‘AI Overviews’ now and this has been taking much of the traffic away from further scrolling. Approximately 40% of all Google searches are now taken by this AI summary at the top of the search results page.
In just the past few months, SEO has changed a lot, but it is still very much relevant.
Simple but effective tips for creating content that works
Creating content that connects with your audience (and performs well in search engines) doesn’t have to be overwhelming. Here are some practical ways to keep your content strategy on point:
1. Let Your Audience Shape Your Ideas
Start by tuning into your audience’s challenges and curiosities. What are they searching for? What problems are they trying to solve? Use those insights to shape your content. For example, if you’re in home services, instead of offering a step-by-step DIY guide, create a post that explains why professional help might be the safer or more cost-effective option.
2. Make Every Word Count
Readers have short attention spans—and even less patience for filler. Stick to meaningful content that offers real value. Use clean formatting, such as headings, lists, and short sections, so your readers can quickly find what they need without feeling overwhelmed.
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3. Show Your Knowledge and Build Credibility
Trust matters. Share advice that’s backed by hands-on experience, real data, or quotes from industry leaders. Give readers a reason to believe you know your stuff. And don’t forget to spotlight your team or contributors—bios and credentials help position your brand as a reliable source.
4. Use Language Your Customers Are Searching For
Keyword strategy doesn’t have to feel robotic. Just use the terms your customers naturally search for. Think of keywords as signposts—they help guide people to your content when they’re looking for solutions online.
5. Give Your Audience a Clear Next Step
Once someone’s read your post or watched your video, what should they do next? Whether it’s filling out a contact form, scheduling a call, or exploring more content, make the next action easy and obvious. Every piece of content should have a purpose.
6. Switch Up How You Tell the Story
People take in information in different ways. Some prefer articles, others visuals or videos. Test a few styles—like infographics, case studies, or even short audio clips—and see what sticks. The right format can make all the difference in how your message is received.
7. Breathe New Life Into Your Existing Content
Don’t let your old content gather dust. Update it with the latest insights, revise outdated examples, or repackage it into something new—like turning a blog post into a carousel for social or breaking it into a newsletter series. You’ll get more mileage out of work you’ve already done, and keep your content library feeling fresh.