What Makes Good and Valuable Content? A Checklist  

We could open this article with yet another emphasis on how important content is to any business, but for content marketers such as yourself, you already know that quality content has become the lifeblood of B2B businesses.   

You can do a lot with quality content and achieve a lot when distributed to the right audience.  

However, before anything else, let us zoom into a more important variable: quality content. Now, well-crafted and valuable content has the power to attract, engage, and convert potential customers. It serves as the bridge between businesses and their target audience, establishing trust, credibility, and authority. But what exactly makes content exceptional and valuable? Is your content up to par? Does it meet the qualifications to be a solid bridge to narrow the gap between your business and your audience?  

This comprehensive guide will unlock the secrets to creating content that not only captivates your audience but also delivers tangible results for your B2B business.  

Well-Written Content  

The foundation of exceptional and valuable content lies in its building blocks. Quality content usually means it is well-written. It is easy to understand, and it did the trick of sending what you want to say over to your audience.  

Well-written content is not only grammatically correct but also engaging and informative. We’ll talk more about the latter later on. It should be able to convey complex ideas in a clear and concise manner, making it easy for readers to understand and relate to. Writing for audiences who share your native tongue does not necessarily mean that you can skip this part when auditing your existing content.   

Seventy-five percent of large companies outsource content writers. These companies understand that crafting well-written content takes time and effort.  

To create well-written content, it is essential to understand your audience and tailor your writing style to their preferences. Whether your target audience consists of industry experts or decision-makers, your content should strike a balance between being informative and accessible. Use simple language, avoid jargon, and break down complex concepts into digestible chunks. Additionally, pay attention to the structure of your content, using headings, subheadings, and bullet points to enhance readability.  

Fresh Content  

There is no such thing as original content in the age of content inundation. Everything is patterned or inspired by something else, but it does not mean this is malpractice. For example, consider research papers and their scope. Over the years, these once downright absolute papers become outdated, birthing the need for new research.  

The same thing can be applied for your content marketing efforts. Find the knowledge gap. Find a fresh take. Find a new perspective that is yet to be explored. It is crucial to create content that stands out from the crowd. Fresh content not only grabs the attention of your target audience but also keeps them coming back for more.  

Compelling and Engaging Content  

Engaging content is the secret sauce that keeps your audience hooked and coming back for more. It goes beyond providing information; it evokes emotions, sparks curiosity, and encourages action. In the same field of writing, take note of those novels that did not hesitate to make the plot uncomfortable. Those that one way or another, frustrated the readers to drive the characters forward to grow. Now, these are the stories that evoked emotions and made the readers want more.  

For businesses, you cannot easily do the same thing. However, you can still create compelling content with storytelling. Humans are hardwired to respond to stories, which can captivate and resonate with your audience. Whether it’s sharing customer success stories, personal anecdotes, or industry narratives, storytelling adds a human touch to your content and makes it relatable.  

Structured Content  

Structure is the backbone of exceptional and valuable content. Before creating or writing content, think of how you should mold the cast. How do you want the words to form into one whole piece? This provides a logical flow that guides readers through your message and ensures they can easily navigate and comprehend your content.  

Structured content is more effective at attracting and retaining readers. It provides a clear and organized framework that makes it easier for readers to navigate and understand the information being presented. When content is well-structured, readers can quickly scan the page, identify key points, and find the information they are looking for. This helps to keep readers engaged and encourages them to stay on the page for longer periods of time.  

Additionally, structured content helps to improve readability by breaking up large blocks of text into smaller, more manageable chunks. By using headings, subheadings, bullet points, and numbered lists, content becomes easier to read and digest. This is important because most online readers have limited attention spans and tend to skim or scan content rather than read every word.  

Finally, good structure enhances the overall user experience. When readers visit a website or blog and find content that is well-organized and easy to navigate, they are more likely to have a positive experience and feel satisfied with their visit. On the other hand, if content is poorly structured and difficult to follow, readers may become frustrated and leave the site.  

Discoverable and Optimized Content  

Exceptional and valuable content is only effective if it reaches the right audience. Moreover, what is the good of publishing fortnightly blogs if no one can find them online?   

When your content is easily discoverable, it increases the chances of being found by your target audience. This leads to greater visibility and exposure, allowing you to attract more visitors to your website or social media platforms.  

Discoverable content allows you to establish yourself as an authority or thought leader in your industry. When a piece of content consistently ranks well in search engine results, it demonstrates that you have valuable insights and expertise in your field. This can build trust and credibility among your audience, leading to stronger brand loyalty and a higher likelihood of repeat visits or purchases.  

Furthermore, it also plays a significant role in optimizing your search engine rankings. Search engines like Google use complex algorithms to determine the relevance and quality of content, and the more discoverable your content is, the higher it is likely to rank in search results. This is where search engine optimization (SEO) comes into play.  

Informative Content  

Informative content is the bread and butter of B2B content marketing. For B2B businesses, providing information and solving client’s problems should be your goal. Content without any related attributes is of no value. Provide valuable insights, thought leadership, and educational resources, and you position your brand as a trusted advisor in your industry. So, is your brand a go-to for information by your target audience?  

Informative content is highly valuable for digital consumption due to several key reasons. Firstly, informative content provides users with knowledge and insights on a particular topic or subject matter. This helps them make informed decisions, solve problems, and gain expertise in a relevant field. When it comes to digital consumption, users have easy access to vast amounts of information. Therefore, informative content that stands out is the one that is well-researched, credible, and provides in-depth information. This content is relevant content. Such content enables users to gain a deeper understanding of the subject matter and builds trust with the brand or the content creator.  

Visually Appealing Content  

We mentioned the importance of well-written content, but without the proper visualized content, even the best content online can be overlooked. Visuals have the ability to capture attention, convey complex ideas, and evoke emotions.  

The science behind visual learners and the visual tendencies of readers online can be attributed to several factors. Visual learners, as the name suggests, prefer to consume information through visual aids rather than other forms of communication, such as auditory or kinesthetic methods. This preference is supported by the way our brains process and retain information.  

Research has shown that the human brain is wired to process visuals more efficiently and effectively compared to text-based information. Visual stimuli can be processed in parallel, meaning that multiple pieces of visual information can be absorbed simultaneously. On the other hand, text-based information requires sequential processing, as we read and interpret words one after another.  

When it comes to online readers, the visual tendencies can be traced back to the rise of the digital age and the increasing amount of information available on the internet. With the abundance of content online, readers are often overwhelmed with choices and have limited time to consume information. As a result, they tend to scan and skim through content rather than thoroughly read every word.  

Incorporate videos into your content marketing strategy. Almost 78% are planning to create more video content in 2024. (Wistia). Videos have become increasingly popular and can effectively convey information in an engaging manner. Whether it’s explainer videos, product demos, or interviews, videos add a dynamic element to your content and keep your audience captivated.  

Relatable Content  

Relatable content is the key to forging a connection with your audience. It makes your brand more human, builds trust, and fosters a sense of empathy.   

Relatable content triggers emotions such as nostalgia, empathy, and understanding. For example, a blog post sharing tips on managing stress at work can resonate with many individuals who have experienced similar challenges.  

Creating relatable content also shows that you understand the audience’s needs and experiences, making them more trustworthy. This authenticity helps establish a stronger relationship between the brand and the audience, leading to higher levels of engagement and brand loyalty.  

Moreover, it validates the audience’s experiences and makes them feel understood. This sense of validation fosters a sense of belonging and community. For instance, a social media post sharing funny parenting moments can resonate with parents who can relate to the challenges and joys of raising children. This creates a sense of community among like-minded individuals, leading to increased engagement and sharing within that community.  

Finally, you would have virality potential. Relatable content has a higher chance of going viral because people naturally want to share it with others who they believe will also find it relatable. When content strikes a chord with individuals, they are more likely to share it on social media or recommend it to their friends and family. This organic sharing can significantly amplify the reach and visibility of the content, driving more traffic and engagement.  

Brand-Consistent Content  

Consistency is key when it comes to creating quality content. You would want for your audience to take a glance over a headline and know it is you. A consistent brand image helps to establish and maintain your company’s identity in the minds of your target audience. When your content aligns with your brand, it reinforces the values, qualities, and messaging that your business stands for.  

Consistency not only builds trust and credibility among your audience but also helps for brand retention. This consistency in visuals, messaging, and tone helps to reinforce your brand’s presence and makes it more memorable in the minds of your customers.  

Finally, from an SEO perspective, consistency in brand messaging and keywords can improve your search engine rankings. Search engines value consistency and relevance when determining the quality and authority of a website. When your content consistently reinforces your brand’s keywords, values, and offerings, search engines are more likely to rank your website higher in search results.  

Updating and Repurposing Your Content for Continued Value  

Creating exceptional and valuable content doesn’t end with its initial publication. To maximize its value, consider updating, repurposing your content, and syndicating them. Creating quality content is only the beginning, distributing them to the right audience is what follows.  

We’ll let you in on a few tips with both creating and distributing in mind:   

Regularly update your evergreen content. Evergreen content refers to content that remains relevant and valuable over time. Conduct regular audits of your evergreen content and update it with new information, statistics, or insights. This helps maintain its relevance and ensures it continues to provide value to your audience.  

Repurpose your content into different formats. Take your existing content and adapt it into new formats to reach a wider audience. For example, turn a blog post into a podcast episode, create a presentation from a whitepaper, or compile a series of articles into an ebook. Repurposing content allows you to cater to different learning preferences and expand your reach.  

Quality Content is Already an Offering Itself  

Content is considered a business offering and a lead generation material because it serves multiple purposes in the digital marketing landscape.   

As a business offering, high-quality content is a valuable asset that can be used to showcase a company’s expertise, knowledge, and unique selling points. Whether it’s a blog post, an informative article, a comprehensive white paper, or even a visually appealing infographic, well-crafted content can position a business as a thought leader in their industry. Quality content can attract potential customers and drive business growth.  

You can get in-depth insights and step-by-step guide when you download our “Fortifying Your B2B Marketing: A Guide to Developing Better Content” ebook.   

But if you ticked all the boxes above, let us move to the next step: content distribution. Reach out to a DemandScience expert and let’s talk about syndicating your best content.