High-quality content is always the end goal for creatives, marketers, and brands, but what does this rather vague term actually mean, and how can you go about achieving it? Here are six definitions.
Quality content should be clear, to the point, honest, and not in the service of any hidden agenda. Audiences are smart and will recognize when you are not being sincere or are trying to push brand-oriented messages.
Serving up content that your audience needs and will struggle to get anywhere else is a sure sign of quality. You need to create materials that possess a complete understanding of your audience and their challenges. Before embarking on a content campaign, think about the special areas of expertise you have that will be of benefit to end users. Leverage this expertise and data to position your uniqueness effectively.
Mix it up
Audiences want to consume content in new and interesting ways, so it is important to vary the formats you use to keep them interested and engaged. Always think about a reader or viewer’s experience. High quality is not just defined by the substance but also by the structure and how it is presented. Mix up written words with eye-catching visuals, and use data-driven infographics to get your point across.
Immediate gratification, long-term benefits
Content needs to work in the moment and in the long term. A high-quality article will not only inform readers in the here and now, but will also entertain and educate for years to come. The idea of evolving content feeds into recycling and repurposing. You can revamp content that you have already published, or update it so that it remains relevant. These forms of evergreen content can deliver returns long after publication.
Supporting your thesis and statements with reliable sources and quantifiable evidence will elevate your content and enhance brand authority. You can even sprinkle in unique perspectives, hard data and unique points of view to offer a counterpoint to arguments to build a greater body of work.
Velocity’s co-founder Doug Kessler believes that content needs to resonate above all else for it to be defined as high quality. He said: “Quality content resonates with its audience. If it doesn’t do that, it may be smart or beautiful or funny, but it ain’t quality.”