What Makes Content Good?
When Bill Gates stated, “Content is King,” all the way back in 1996, he was right.
Now, with so much noise online, the real question isn’t just about creating content, it’s about understanding what makes content good. You might think good content is purely subjective, but we’re here to show you that truly effective content has clear qualities that drive results.
Good (web) content is findable.
We make it a point to remind our clients during our content strategy phases that good content becomes useless content if no one can find it. Good web content should easily be found via external search engines like Google, which means you need to put in the legwork to understand what your users are searching for to appear higher in search results. This means you’ll need a strong search engine optimization strategy – a good handle on your ranking keywords and how to best leverage them to direct users to pages that are important to your business.
Likewise, good web content is also easily findable on your own website. Is your navigation intuitive? Is content structured well so that your in-site search actually works? These are questions you’ll want solid answers to to make sure your users can find your content.
Good content is relevant.
Speaking of your users: good web content is highly relevant to their needs. You understand what they are looking for and what they want to do next. It also means that each page on your site is relevant to the topic and the title, with a single purpose.
Making good content requires thorough user research, too. Have you surveyed your site users to understand what they want? Do you understand what facets of your organization motivate them? Are you writing relevant content that is tailored to your target audiences, and not just tailored to you?
Good content is persuasive.
And, of course on the flip side – good content is persuasive and motivational. Good content will turn info seekers into supporters, in turn helping to convert on your membership goals and, ultimately, raise your organization money.
In other words: the best content speaks to your users by being relevant to their needs and moves them to action that support your organization. It needs to support your organizational goals while being important to your users, too.
Good content is concise.
If Ernest Hemingway were alive today, he’d be a brilliant web content writer. Prolific as he is concise, the dude packed a wallop in each sentence.
And that’s precisely what good web content does: it attracts the broadest possible audience by being concise and to the point. (Note that the author of this post is doing her best to be concise – how are we doing?).
Use visual cues like headers and bullet points. Keep your line lengths and sentences short. Follow plain language guidelines. And make sure each page of content on your website, whether it’s a blog post, a resource page, or another type of content, has a purpose.
Good content is original.
With informational content being saturated, simply rehashing what’s already out there won’t cut it. Good content offers a fresh perspective, unique insights, or new data.
Your audience isn’t just looking for answers; they’re looking for your answer. This means doing your homework, bringing your own expertise to the table, and not being afraid to stand out from the crowd. Originality helps establish your authority and gives users a compelling reason to choose your content over the countless others available.
Good content is actionable.
What’s the point of consuming information if you can’t do anything with it? Excellent content doesn’t just inform; it empowers. It provides clear next steps, practical advice, or specific tools that allow the reader to apply what they’ve learned.
Whether it’s a step-by-step guide, a checklist, a downloadable template, or simply a compelling call to consider a new idea, actionable content moves your audience from passive reading to active engagement. It answers the “now what?” question, turning insights into tangible progress for your users.
Good content is well-written.
Clear and precise content attracts the broadest possible audience by being concise and to the point, packing a punch in each sentence. Good writing involves clear, engaging language, an appropriate tone for your audience, and a flow that keeps the reader moving through the piece effortlessly.
Typos, awkward phrasing, or unclear sentences can quickly erode trust and send readers elsewhere. Well-written content respects your audience’s time and makes the consumption of information a pleasant experience.
Good content is informative.
Informative content provides value by giving your audience the knowledge they seek. This doesn’t mean it has to be dry or academic, but it does mean it needs to be accurate, well-researched, and comprehensive enough to address the user’s query thoroughly.
Whether you’re explaining a complex concept, detailing a product’s features, or outlining a process, good content delivers real substance. It leaves the reader feeling smarter and better equipped to tackle their challenges.
Good content remains relevant.
While some content is designed to be timely, truly good content has longevity. It addresses evergreen topics or core user needs that don’t change drastically over time. Think about the fundamental questions your audience asks or the foundational problems they face.
Content that remains relevant reduces the need for constant updates and continues to drive traffic and provide value months or even years after its initial publication. It’s an investment that pays dividends, consistently serving your audience with enduring insights.
Good content answers a question.
Every search query, every click on an article, starts with a question – even if it’s unstated. Good content explicitly or implicitly addresses and answers that core question for the user. It anticipates their needs and provides a clear, satisfying resolution.
Whether it’s “how do I do X?” or “what is Y?” or “why does Z matter?”, your content should aim to be the definitive answer. By directly solving a problem or fulfilling an information need, you prove your value to the user and establish your content as a trusted resource.
So, How Good is Your Content?
So the million dollar question: how good is your content? Connect with us here at WDG to better understand if your content is findable, relevant, persuasive, and concise. Our expert content strategy team is here to help you!
