5 Easy Ways to Create Better Content

Writing great content takes time. You should research a subject, determine what you’re targeting, consider your audience, write your content, and then share and repurpose your piece to reach more people. Wouldn’t it be great to know how to drive more performance for each piece you create? You can absolutely learn how to write better content so that both Google and AI-based search want to share it with new people. Creating better content (and optimizing it for search) is the key to expanding your online visibility, driving traffic, and leads for your business. 

Here are five ways you can create better content

Before you write

1. Research your audience and their needs BEFORE you start writing

So often, companies know what message they want to relay, but they haven’t considered their audience. Does the audience care about the same message? Is what you’re trying to say something new or actionable, or is it just a regurgitation of something someone has already said? If you want your content to perform better, you must put more thought and research into what you create. Be new, be unique, be helpful.

If you want to be visible on Google and in AI search, your content needs to be helpful and provide value to your reader. Today's search tools don't want to share low-quality content, anything that's not really informative, or unique. They want the content they share to be helpful and provide value. If your content pieces don't stand out, they won't get shared. 

2. Tie your content to your products or services

This strategy is a piece that I think is often missed in the content development process. Most businesses have a sales funnel, and the consumer’s needs are different at each stage. To drive the most ROI for your business, ensure that you’re addressing multiple stages of the sales funnel.

If you concentrate all your efforts on the consumer who is ready to convert because they’re the ones you value most, but you get the most traffic from people who are just in the awareness stage, you’re missing a great opportunity. Break down your sales funnel and see which content ties to each step of the buyer journey.

The standard sales funnel stages are:

• Awareness- this consumer knows they need to purchase a pair of shoes
• Consideration – this consumer is looking for women’s running shoes
• Intent – this consumer knows they want a specific brand of women’s running shoes
• Decision – this consumer knows what brand, what style, and what size women’s running shoes they’re looking to buy

When It's Time to Write Your Piece

3. Partner with someone.

Interview someone in your field or invite an industry peer or influencer to share a quote for your content.  When you partner with someone, they will often share your content, too, helping you extend your reach and reach new audiences. You don’t have to go it alone.

Use research studies, ask your friends or colleagues, reach out to someone you admire, and ask if they’d participate. Be thoughtful and strategic when you ask, and if you’re trying to partner with an influencer, build a relationship before you ask for their participation. Be sure you answer the question, “What’s in it for me?” because that’s what they’re thinking. Take an approach that focuses on how this can benefit them, too.

 If you don't have someone you can interview or ask for a quote, make sure you're thinking about E-E-A-T and sharing your experience and expertise. Search engines want to share content pieces with unique backgrounds, experiences, and perspectives, not just the same AI-generated information you can get anywhere else. 

4. Write great content

Don’t worry about the word count. Worry about your audience and answer their questions. When you write great, unique content, the word count doesn’t matter. By providing useful information that’s easy to read and understand, you’ll see more engagement. If you’re not sure what questions your audience has or what information they need, ask them, use keyword research tools, and ask AI to help you brainstorm ideas for your content piece. There are so many ways to find out what you need to share to help your ideal customer. 

Focus on providing value, being helpful, and sharing information that will benefit the reader, and the search engines, both traditional and AI-based, will be more likely to share your content with new people. If you want your business to grow beyond the people who know you today, we need to create great content that helps the reader and is optimized for the search engines, so they know who to share each piece with. 

Extend the Life of Your Content Piece

5. Repurpose and reshare your content. 

You need to create high-quality, helpful content on a consistent basis to be visible online today. You don't have to create new content every day or even every week, but you do want to refresh old content pieces (like this one that I originally wrote in 2018 and have updated multiple times over the years, including now in April 2026). 

I know there's a lot of pressure to create new content all the time, especially for social media. I don't prioritize social media content development because, honestly, they want too much content that takes too much time to create for the amount of visibility they generate for me. It's not worth it to me anymore. But, if you find that social media works well for you and is worth the time you spend creating content, be sure to use your website or blog content to help you generate social media content - you can use your teaching points in a blog post for multiple Reels, TikToks, a YouTube video, etc. I use mine for a podcast outline each week. 

By researching and understanding what your audience wants or needs to know, writing great content, partnering with influencers when it makes sense, ensuring you cover all stages of the sales funnel, and re-purposing the content you develop, you can make your content work harder for you.

You can boost performance & save time with these tips. You can create less content but see better results when you take this approach. Give it a try, let me know what you think. If you're ready to create great content for your business, join me in Simple SEO Content, and I'll walk you through the process step-by-step.

A note from Rachel: This post was refreshed and updated most recently in April 2026. I changed the language, made it less corporate and more reader-friendly, and added the podcast episode before resharing with my readers. It's OK to do this; it's actually a good idea to refresh and update your content regularly. This post was originally written in 2017. It's now 2026.  A post that's 9 years old can still work for you, but only if it's updated regularly, still topical, and relevant to your audience.