Great content combines multiple elements of the qualities listed below:
Relevant and recent: Instead of writing about how to create a great piece of content, write about the impact of a great piece of content on an event or topic the audience is familiar with.
Long-form: Take a deeper dive on a topic than the audience is used to seeing, even if the information itself is familiar. What the Wait But Why blog did with the Fermi Paradox is a stellar example of evergreen content.
Targeted to a specific persona: With at least some of your content, aim to knock the socks off a small segment of your audience or potential audience. This level of focus on meeting the needs of a small few can pay huge dividends in better informing you about what the larger community expects and needs from your brand.
Evergreen: We talked about this earlier, but focus on creating content that might not be timely but that can deliver traffic over the long-term.
Interactive: Don’t be afraid to allow users to control their experience, whether that’s text, graphics, videos, etc.
Personal: Who doesn’t like things tailored specifically to us? For example, you can use IP addresses to target content to your reader’s area like The New York Times did with The Best and Worst Places to Grow Up.
Not created from the standard article template: No matter what content your team creates and shares, strive to make it uniquely valuable in some way. That could be through the use of images, interactive elements, or an authoritative voice.
Maybe the most important element to remember is to dive in, get started, and don’t fear failure.
Content marketing isn’t some specialty vehicle only a few can use successfully.
It can be a rewarding endeavor for any brand willing to make smart decisions about content; capable of learning how that content is received and rewarded by visitors in search; and has the resilience to stick with it long enough to realize significant results.
Who Said Content is King?
There is a trendy phrase that marketers like to use when talking about marketing. Sometimes it is mentioned as the ‘content is king quote’ and was made famous by Bill Gates.
In January of 1996, the American business industrialist and software developer wrote an article that he gave the title ‘Content is King’. He also stated that, in the future, content is where the real money will be.
Content is where I anticipate much of the real money will be made on the Internet, just as it was in the relay. – Bill Gates
And he was right!
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