What is good content? Whether it is meant to inform, engage, or serve as a call to action, good content accomplishes what it sets out to do by drawing in an audience and keeping them until the end. Hopefully, it leaves them wanting to see more from your brand or business. While there might not be an official checklist for achieving the gold standard of good content, below are 5 points to keep in mind that can help you along the way.
Good Content Tells a Story
If you're trying to get to the bottom of how to write content that captivates, telling a story is a great place to start. Stories draw in an audience and invite them to imagine themselves in the protagonist’s shoes, forming personal connections. Stories can take on many different forms, but the goal of including a story in your content should be to connect with your audience. People are more likely to trust someone if they feel they know them.
When telling a story in your content, such as a personal anecdote, always remember to keep things relevant. There must be a purpose to including the story, and no one should have to dig through your words to find the point. These stories should also be short—good content should be lean. Someone clicked on your work because they wanted to know more about the headline, not your flowery prose.
While good content does not necessarily need to contain a story, it does need to establish a connection between the audience and the creator. Telling a story, whether it is an anecdote or how you have structured your content, is an efficient way to achieve that connection.
Write Content That Answers Questions
Consider how someone would stumble upon your content. What question are they looking to answer? What do they want to learn? It all begins with a search. Part of writing good content is understanding how and what people search.
HubSpot writes that with Google’s current algorithm, it is more important that your content answers the searcher’s intended question, rather than simply containing the searcher’s keywords.
When looking to understand the intent behind a keyword, type it into Google. Take note of your results. They may reveal that the keywords you had in mind don’t share the same intent you thought they would. The search may even reveal a blind spot that your content can fill or heavily searched questions relating to your topic that can give your content some weight.
Searching before committing to writing sets your content on a path towards an audience. Good content is informative. Always make sure that your content answers questions that are relevant to the searcher’s intent.