The Internet has more than its fair share of low quality content and websites which are primarily made to rank highly in the search engines rather than to draw in human readers. Creating quality content is becoming ever more important for both demanding visitors and for the search engines which are working more and more like people as they index and categorize websites.
Write what You Know
Many people are tempted to write only about that which is profitable. Certain niches on the Internet are, unsurprisingly, more profitable than others. Some subjects are overdone while others remain under-represented. Regardless of this, however, you should stick to what you know. Even if you do not write the content yourself for your website, it is still important to know your niche. You don't need to be an expert, but without any knowledge or passion in the area, you're not likely to get far.
Do Your Research
The Internet is often considered to be an unreliable source of information. A lot of content is poorly researched and inaccurate. When creating content for your website, ensure that you use reliable sources in your research. A lot of people automatically turn to Wikipedia, for example. Wikipedia, however, can be written by anyone. It can be excellent for getting an overview of a subject, but it should not be considered a resource for accurate research.
Proofread Your Work
Spelling, grammar and punctuation mistakes are found all over the Web. A huge number of content writers do not bother to proofread their work and instead focus on quantity rather than quality. If you are planning to write content for your website, then make sure that you at least use a spell checker and look up anything that you are not sure about. You will also improve your writing skills immeasurably in doing this. And, for the love of God, stop misusing the apostrophe!
Ask Your Readers
The Internet is very much a social medium. If you are running a blog, then you will probably have comments enabled for your posts. Read these comments, respond to them and ask questions to your readers. Interacting with your visitors will help you to understand what they want. Other things that you can do is run social networking profiles for your website or place a poll on your main site asking what type of content your readers are most looking forward to.
Plagiarism is rife on the Internet, but it is something that Google and other organizations are constantly stamping out. Posting unoriginal content on your site, whether it is rewritten, spun or even stolen in its original form, is the quickest and most efficient way to get your site removed from Google and probably taken down entirely. Google likes original and unique content which offers something new to readers.