innovative content, compelling content, useful content, quality content

Content Marketing: Innovative, Compelling, Useful: What Really Matters?

What Makes Content Good?

When you read the Inbound Marketing trade press you learn that content has all kinds of abstract attributes, all kinds of qualities.

Content can be innovative, compelling, of quality.

We’re all told to ensure our content meets those standards.

The problem is those terms are rather vague and mean different things to different people.

Additionally, some recognized marketing guru’s spread this same message. There is talk on the Internet where Seth Godin instructs us to make products that are “remarkable”. Some other marketing guru (whose name slips my mind right now) believes the recipe to success is for your product or service to be “amazing”, then allow “word of mouth” to be your marketing.

Easier said than done, especially if you sell boring products or services like concrete, pressure washing, or pet food.

Your Content Must be Innovative

Serious, what does that mean? My content is going to cure cancer? Settle Mars? Improve my kid’s grades?

My best interpretation is your content must describe something innovative.

Which is great unless you sell something really useful, but boring. Like gasoline. We all put it in our cars, but gasoline due to it’s very nature is not very innovative.

Your Content Must be Compelling

This is a little better. Compelling means people want to read it and more importantly want to share it.

Why do I distinguish between you reading it and you sharing it? Because we can all be tricked into reading (or at least starting to read) a post by a compelling headline, but if the post is crap we don’t share it.

Back to gasoline. If you had truly innovative gasoline (let’s pretend you’ve figured out how to make zero emission gasoline), people would share it.

Your Content Must be Quality

What defines quality content? How do I distinguish low quality content from high quality content?

Since different people have different views on what is quality, what is your guideline?

What Does Google Say?

Fortunately, Google is very clear on what quality is, and below is one sentence that encapsulates their idea beautifully…..

Another useful test is to ask, “Does this help my users? Would I do this if search engines didn’t exist?”

Your Content Must be USEFUL

Google uses the paradigm of “do, learn, go” in defining what is and is not useful. People search online in order to do things, learn things, and find things.

The better your content helps your readers “do, learn, go”, the higher it’s quality.

Affordable Inbound Marketing

Learn more…

Download the eBook: The 7 Fundamentals of Being Found Online


Related Posts

Fundamentals of Marketing Apply to Online Lead Generation Too, Part 2 Poor Marketing Fundamentals Hurts Online Marketing Part 1 of this post provides a tangible example of a small business which I feel (and this is stri...
How to get more readers using different types of content Is your content marketing working? What types of content do you use in your marketing strategy? The purpose of this article is to highlight the com...
Focusing on your small business customers experience. For small businesses to be at the top of their game, it’s all about you focusing on your customers. Whatever kind of business you are involved with, p...
How to Increase small business website conversion rate Increasing your conversion rates is extremely crucial. You can double the number of leads your business receives through your website in the follow...
Internet Marketing Strategy | WordPress: WordFence Security Plugin This post is part of a series about the Internet marketing strategy I call Inbound Marketing, as well as part of a sub-series on the technical aspects...

Leave A Response

* Denotes Required Field