Ted Ulle knows content. As part of the MEWS group, he focuses on search engine optimization, information architecture, site usability, graphic design, multi-media and marketing copy. He has developed successful web campaigns for music groups, educators in the legal field, and in the field of natural health care, for large enterprises and small businesses. He is also an Administrator at Webmaster World, sponsor of Las Vegas PubCon. Mike McDonald of WebProNews had the chance to talk to Ted at this year’s convention about what great content looks like.We’ve all heard the adage ‘content is king’ as it has become somewhat of a trendy phrase throughout the industry in recent times, but what aspects of writing actually qualify as effective content? Ted stresses that the first key to great content is abandoning traditional principles when it comes to writing paragraphs online. The goal should not be to completely finish a thought in bringing the paragraph to a close, but rather leaving a bit of the idea hanging at the end of each one, creating what Ted calls a ‘train effect’ by pulling the reader along with the content.Content writers should also keep sentences short and uncomplicated. The average Internet user is fickle by nature, and keeping it short and sweet will make the most of the small attention span window that content providers have to operate within. Also, it is extremely important to write to the “best” audience for the content. Publishers shouldn’t be afraid to aim articles and other items toward a niche group, because that will be more effective in garnering readership than simply publishing generic content.