What makes good content?

It can be difficult to tell.

That is because good content has many variables. It is based on:

  • The type of business you’re in
  • The demographics and audiences that your business is trying to attract
  • The platforms your business is on
  • The format of content you produce


What constitutes good content will differ for each business.

It requires a lot of time and energy to create good content.

It can feel overwhelming too. (If you do feel overwhelmed by the idea of creating content, it could be time to hire a marketing agency to help. Or at least consult with one, like us, to help focus your content strategy.)

If you decide you do want to create your own content, there are some suggestions we would like to offer. So, let’s get started:

Type of Business

The type of business you do is the biggest influence on your content.

As a marketing and advertising agency, we specialize in and primarily post about ways to improve your business through marketing and advertising.

Now, imagine if a pizzeria posted the same content we did.

It wouldn’t make much sense.

It doesn’t apply to the type of business they are, or the services they offer.

The pizzeria should be posting about daily slices or special promotions related to their pizza or even recipes for side dishes or facts about ingredients (we could go on and on and on) because they are trying to reach people who eat pizza.

You want the type of content you post to be relevant and worthwhile to your audience.

You could post the most amazing blog ever written, but it wouldn’t matter if it didn’t apply to your target audience.

Make sure you take the time to evaluate who is in your target audience.

Your Audience

Don’t know who they are? Here are some questions to ask yourself:

  • Who needs or wants what we offer?
  • What do they do?
  • Are they male or female?
  • What are their hobbies?
  • What could we offer that will add value for them?


(Interested in getting down and dirty with your target audience? We will create a blog post soon on personas and how to create one that will help you be really specific and feel like you have a person to talk to when you are writing. Stay tuned.)

If you’re not able to identify your target audience, your content will fall short no matter how “good” it is.

“Good” content will make an impact on your organization whether it is increased leads, sales, or donations.

Content Format

Next, think about the format of your content.

People engage differently with social media sites and content types.

What appeals to Baby Boomers does not have the same impact on Gen X and may need to be delivered on another channel or in another way. (We love this image that compares the generations.)

Some people connect well with videos; others prefer infographics. The list goes on and on and on.

Different Platforms

Taking the time to be on different social media sites, catering content to each site, and rotating between different formats of content are all important aspects to managing and creating good content.

Trust us, investing the time in your content will increase your email open rates, click rates and more.

Don’t want to invest the time? Stopped reading halfway through and jumped down to this line to see if there was a trick around it? Need to take some Ibuprofen for the headache you have with all your ideas? Consider working with a professional and stay tuned for our next blog post on why hiring a marketing agency can help you do more with less or join our email list for helpful insights to help you navigate the way yourself.