If there’s one thing there’s no shortage of these days, it’s content. From websites and blogs, to social media pages, we’re immersed in it — information overload that forces us to be increasingly selective with what we take the time to actually read. And while most readers have no conscious mental checklist of what they’re looking for (beyond topic of interest, of course), they know it when they see it: good content.
Good content is unique.
With so many websites creating content on the same topics, it can be tough distinguishing from one article or blog post to the next. So when you discover content that strikes you as original, that’s a source you want to remember (i.e., bookmark). Content creators, take note.
- Do your research. Using just one source to gather information is a sure way to sound just like them. On the contrary, utilizing multiple sources for information guarantees you a broader knowledge base and, in turn, more original point-of-view.
- Draw from your own experience. This is not to say you should write in the first-person “I” (though that may be completely appropriate and preferable for your particular business or brand). But never underestimate the value of an informed opinion.
- Write it like you’d say it. You can go back and edit later, need be. The point is to use that unique voice of yours to create content that reads less like generic “web content” and more like a conversation with a human being.
Good content is easy to read.
The irony in all the countless content pages being created on a daily basis is that nobody really wants to read anything. They want to know or feel and move on. So be concise and precise in as scannable a format as possible.
Say it plainly via sub-headers, short paragraphs, and bullet points.
Good content is empowering.
We look to content for answers to things we want to better understand and/or do. So it’s incredibly frustrating to read through an article or blog that leaves us feeling more confused than when we started. It’s easy to create content that outlines lofty concepts or complicated how-to’s. What’s tougher is taking the time to share ideas and information in a way that leaves readers feeling more knowledgeable, inspired, and called to action.