Ever since content marketing moved from its more rudimentary, ‘offline’ form into the digital form we know and love today (since c.2004) — and with drivers such as subscription-based content marketing platforms and the decline of cold sales pushes elevating the practice squarely into the mainstream – the level of focus placed on the ‘importance of content’ has ramped right up. And that’s no bad thing.

However, the vast majority of us have probably noticed over the past several years that, while brands might have finally accepted that content is critical, this widespread acknowledgement has also led to quite a great deal of sub-standard/super mediocre content being produced.

Although getting content created in the first place may be far nearer the top of organisations’ to-do lists these days, are all organisations managing to make the proper investment needed to support this content creation?

I’ve banged on previously in many a blog about how frustrating I find the enduring habits of some; the thinking that running off any old nonsense content will do. And, over the past several years, I think we have recently entered a phase of content marketing renewal — there are more boxes to tick now than there were a decade ago. Not only should we be delivering high levels of value and quality to our readers, but there is also a precedent to convey authenticity through our content, as well as considering all aspects of accessibility and inclusion in the content we develop.

Again, this is no bad thing at all.

The fact that words and the way they are stitched together can be very subjective. For example, an article crammed with jargon, technical, or industry-specific language might be high quality in the eyes of some, but others might feel it misses the mark because it’s too hard to digest for the reader. It’s simply not readable.

Add to that the fact that sometimes it might be perfectly reasonable to use more technical or niche language, and really you might become quite overwhelmed by the prospect of what even makes a quality piece of content.

Let’s take a look at what I believe to be the ‘five basic principles’ for creating quality content…

The five basic principles

Everyone’s experience is different, but I believe that there are, at the very top level, some basic principles regarding content creation (for the web) that will always stay the same.

These principles can provide the basis for an acid test of each and every bit of content out there.

These are:

• Value

• Accuracy

• Writing for the end reader

• Uniqueness

• Optimisation

Value

First and foremost, what your content actually offers the end reader has to be one of the most important considerations when you’re creating content. When people start reading something — even from the first headline — they’ve started doing so because they’re looking for something; whether that’s information, guidance, inspiration — or even comfort and reassurance.

It means that what you’re creating really needs to hit those notes of being useful and relevant for your intended audience. If the content has no real value, what’s the point of it being created in the first place?

🔎 Related: How to instantly create better content

Accuracy

Sometimes, something can appear to be really good — it reads well, looks credible, it’s spot-on in terms of tone of voice… but it’s actually flawed because it’s missed the mark with the real meat of the content. The all-important facts. The truth. The numbers. The specific piece of advice. The backbone.

Accuracy matters.

So, do that extra reading around the subject. Use those investigatory content tools to uncover interesting third-party sources you can draw on. Do some deliberate digging.

There is of course another kind of accuracy to be noted here, and that’s ensuring that things are spelled correctly, typos are avoided and formatting is stylistically spot-on (for example, making headings/sub-headings clear).

Writing for the end reader

Something we writers can be guilty of on occasion is a bit of self-indulgence. I’m totally guilty of this sometimes. Being wrapped up and immersed in your own views, preconceptions and assumptions can really dilute or even distort the end read for your audience. Also, think of your clients; they are counting on you to create something which really resonates with their prospects or existing customers — they’re not actually looking for your opinion on the matter.

In order to stay on track when it comes to keeping your end reader in mind, you need to be able to keep assessing and checking your draft content at various points throughout the drafting and editing process, to see if it’s still meeting the brief. Try to use objective eyes as much as possible. Ask a peer for their opinion if need be!

Uniqueness

No prizes for guessing what this principle is all about. The key to producing content that truly engages people often lies in how unique and relevant that content is. Is it bringing something different or exciting to the table, or not? Is it reworking something else, but giving it a fresh new spin?

Suffice to say, to stand a chance of your content really striking a chord with the end reader, real consideration needs to go into it; no matter whether it’s a one-off social post or a lengthy whitepaper.

We all have different approaches for this, and that’s fine. I know that I often take some time to reflect on a brief or the task at hand (particularly if I have too much free rein from the client!), and then I’ll usually give it some space to ferment in my head (admittedly, this can border on becoming procrastination).

It’s like the transient filtering of ideas, down to a final cut. It’s then—when I’m confident about the approach and angles I’m going to use, that I’ll finally jump in, put fingers to keyboard, and start crafting something.

🔎 Related: Your content isn't working, because you're passive and vague

Optimisation

There are so many ways you can cut this one. There’s optimisation for search engines of course, but you could also look at optimisation in the context of user intent.

For example, have you fully understood what it is the end reader might have questions on/their pain points, and addressed these thoroughly throughout your content?

You could also look at it from the point of view of accessibility; i.e. have you optimised the online media your content is going to end up on? Will the content be as easy to read and understand as possible? Is the format responsive on a mobile? What about your font choice—and the size of that font? It all counts.

And yes, it’s my ‘hot take’ on it

What I’ve tried to set out in the above is really my own views on what makes content, good content.

Creating written content can be a complex business — I know that! And executing these principles will be tricky sometimes, depending on the brief. However, what I hope this article helps you to do is reflect and refocus on what’s truly important.

=====

Now that you’ve read this, these articles may be of interest