A colleague forwards you link with a short note: “this is awesome, we should be doing this.” Your interest is perked. Your expectations are high. You click and… your heart sinks.
Its last decade’s news and isn’t relevant for your business today. What was gold to your colleague was a waste of time for you.
Content quality is in the eye of the beholder. At the end of the day, no other perspective matters. Here is the litmus test we need to apply:
“Was reading/hearing/watching that the best or most rewarding available use of my time?”
If someone answers no, your content wasn’t good enough for them.
Great Marketing Content
I’m sure you have experienced bad content. You click back to Google in frustration because the page you landed on was all promise, with none of the payoff you were looking for.
You have experienced great content as well. You come away saying “that was excellent” or “that was exactly what I needed.” Not “that was great, but it could have been shorter” or “that was good, but I wish ….” No, there are no buts about great content.
What does content that passes this test look like? It definitely takes more than a simple content formula! Unfortunately, since it is judged from the perspective of your audience, there is no hard and fast rule you can follow. However, there are a number of characteristics great content often has.
Great content is:
- Educational (or entertaining). You come away wiser or with your cares temporarily melted away.
- Empowering. Great content is more than just actionable, it empowers you to do something you couldn’t have done before.
- Emotional. It makes you feel something, not just know something.
- Respectful of your time. It accomplishes the above without dragging on.
What marketer’s content consistently passes this test? Does your content pass? Share your answer in the comments below or with me on Twitter (@wittlake).