What Is Remarkable Content?
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I’ve been using several criteria to describe remarkable content for several years and the more I observe, the more I believe in these three tests. Good content either educates, entertains or inspires. Great content does all three.
Education is the cornerstone of content marketing. Any business that has domain expertise should be able to generate content that makes people smarter at what they do. It’s important – no, critical – that the content makes the reader better able to accomplish one of their own goals, not one of yours. I say this because some people might consider a product brochure to be educational.
Sometimes content is remarkable because it finally inspires us to do something we already knew we should but hadn’t done for one reason or another. Nike is quite possibly the king of inspirational content. Most marketing is focused on fulfilling demand. When you educate people about your products and services, you’re assuming (and/or hoping) that there is a demand. When you inspire, you’re creating demand.
Sometimes content is remarkable because it makes us laugh or cry. The most frequently viral content on the Internet is funny. Whether it’s “the most interesting man in the world” or “Charlie bit me” or cats on treadmills, humor goes a long way. Military reunion videos have become a tearjerking viral phenomenon. When it comes to content marketing for businesses, this is probably the toughest to pull off. We tend to think that anything entertaining is “unprofessional” and doesn’t belong in serious business discussion. Maybe you don’t have the comedic timing of Dollar Shave Club or the video production skills of Hubspot. Blendtec took a fairly pedestrian product and created an Internet sensation with its low budget, deadpan product demonstrations.
Educational content is the meat and potatoes of inbound marketing. When it’s done well, it can really help increase traffic and generate leads. But when you can add inspiration and/or entertainment to the mix, it takes your content marketing to a whole new level.
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