High quality content is easy to recognize when you see it. But what is it about the writing that makes it stand out from other articles? As a marketer, you can choose to put in the time and energy into crafting a high quality content creation strategy and building a prosperous brand. You can also choose to take the easy way out and create mediocre content, but you won't be doing your business any favors.
When you make creating high quality content a priority, you'll establish authority, provide your audience with value, and earn a boost in search rankings. Fortunately, good content creation is not rocket science. In our opinion, there are five key characteristics of strong content. Take your content creation strategy up a notch by making sure your copy includes the following characteristics:
1. Unique Perspective
With so much content floating around on the internet, your copy needs to be unique to stand out. One of the most powerful things you can do as a writer and a marketer is to provide an unexpected approach. Instead of re-writing a compelling article that you found online, offer your own take on the topic.
Before you sit down to write, ask yourself why the topic matters. This will help you to find the larger story and fuel the passion behind the topic.
As humans, we want to be able to connect with the articles that we read. The best content is able to make a connection between a product and the experience that it provides. Instead of getting caught up in the details of product features, focus on how your product will resolve a pain point.
Nike does this beautifully with its "Run away from it all. Right right" campaign. The brand recognizes that for many, running isn't about running at all. Instead, it's an escape from reality. The copy connects the ad to the experience of running, and even the simplicity of the "run, run, run" wording used towards the end of the copy seems to make the sound that shoes make when hitting the pavement.
3. Strong Introduction
You've heard that 80 percent of people will decide if they want to read an article based on the headline. And if the headline is compelling enough, they'll read the first line of the article. Today's consumers have attention spans shorter than those of a goldfish. You can't afford to not give your content a strong introduction that captivates your readers.
4. Born From Listening
If you really want to serve your audience, simply listen to them. You'll find that they'll give you everything you need to put together some great content. When you have a clear understanding of who your core audience is and the issues that they want you to address, brainstorming content ideas will be much easier.
5. No fluff.
As a content marketer, it's easy to get caught up in trying to achieve a target word count. The trouble with this approach is that a lot of fluff and excess wording often makes it into your content.
Good content is direct and gets straight to the point. To eliminate the fluff, reduce verb phrases, trim wordy phrases down to single words, and avoid using vague nouns. As a rule of thumb, if you can shorten a sentence without losing the meaning, do so.
In summary, words matter. Good writing doesn't need to be dressed up with fancy language. When sitting down to write content, be cognizant of these key characteristics of strong content. You'll step up your content creation game by embracing these best practices.