Crafting unique content for online publication requires a skill set very different than writing for "offline" publications. You must carefully consider all the elements that set online writing apart from every other venue. The most obvious of those is of course SEO (search engine optimization), but I want to instead focus on some of the stylistic and structural elements that distinguish the online medium. Choosing a topic and considering the target audience walk hand in hand, and it's a poor writer who doesn't spend a good deal of time considering who will see the finished product. Beyond that, the essential keys to writing effective and quality online content are clarity, brevity and impact. Master those three aspects, and you're already ahead of the curve.
Topic Selection
It's an understatement to say that online content cuts across disciplines and interest groups. Everything from health to pet care to diet plans have become dominant topics for online content creators. When thinking about potential topics, you need to have at least some experience with the subject matter. Readers can generally tell if you're making things up as you go along. Write about what interests you, but still be prepared to do some research. Backing up facts with proof is an excellent way to build credibility.
Audience
The most easily neglected aspect of content writing is the audience. Consider carefully who you want to see your writing, and what they should learn from reading it. Your audience defines the angle that your writing will take. In general, academic style writing is not appropriate for online content. Unless your audience is specifically the academic community, you want a voice that reaches out to as many readers as possible.
Building an audience is more complicated in the virtual world than the physical. For one, readers are never going to deliberately search for you and your writing. They will stumble upon your content almost by accident, in pursuit of specific answers to a specific need. Online audiences have virtually no attention span. The lure of the next link, the next bit of stimulation can be overwhelming. Your content must combine quality and freshness, or your potential readership will go elsewhere.
Structure
Write paragraphs, not papers. This bit of advice runs more or less contrary to everything you learned in school about organization and flow. Internet audiences have learned to expect blocks of information rather than long-format documents. With that in mind, a 500 to 1,000 word article is about the perfect length. It's likewise important to finish and start strong. I can spare you the finer points of crafting a good "lede" or hook, but suffice it to say that your readers will only spend a few seconds deciding whether your content is worth their time. Beyond that, each paragraph must be densely constructed and focused on a single idea. Transition smoothly and quickly to the next paragraph rather than simply terminating the line of thought.
Revision
Drafting and revision are at the heart of producing superior content, no matter the venue. Hemingway once said that the first draft of anything is always poor. With most online content, the trick will be to reduce, reduce and reduce some more. Avoid unnecessary verbiage and long, rambling passages that add nothing to your message. Ask a friend or colleague to read an early draft and solicit their honest reaction. When you feel you've reached the zenith of composition, sleep on it. Look over your production one last time before publishing it for all to see.
Tie Everything Together
There can be no weak links in the writing process. Leave out one essential element, and the entire foundation is compromised. A satisfied reader will come back for more. An unsatisfied reader won't bother finishing the piece you just spent hours of time crafting. Get every element right before publication, and success will follow.