Content is… if you read enough online marketing-related posts, you will see some appellations given to content, such as 'king.' Others disagree, thinking 'the user' is king. Since it is marketing, and marketing content prompts conversions, it would be suffice to believe content that stimulates the user is king. Now that is settled, let's think about how to create the 'stimulating' content. Ah, there lies the rub.
A lot of people get frustrated at the vague notion of 'great content.' Is there such an objective entity? Well, maybe start by realizing the answer is subjective to each brand.
Sales People
How does your sales team persuade people to purchase your product/service? There must be some line of logic used. In essence, there's a buyer need, which is potentially addressed by your good/service. How does the sales team get the consumer to understand how your service/product addresses their need? Sales is about conversions. Time is money. Additionally, consumers don't have 'all day.' The message must be short and sweet.
Observe how your sales team speaks with consumers. Model your content around the same messages. If you don't have a sales team, you must think like one before devising your copy.
Ask Them
If you were going to entertain guests at your house, you may adhere to their likes. You may sit outside if they prefer fresh air or make a dinner consisting of some of their favorite foods. In short, you know something about them already; you know how to please them; there's no guessing. You could do the same regarding your market's approach to your content.
Devise a survey and ask potential readers about the kinds of content they desire. It could be industry reviews, case studies, glossaries, how to's, or other derivations. It's difficult to guess; but, it's very easy to ask.
Quota?
Is the public demanding a quota regarding your content? There's often a correlation between releasing content and achieving online marketing traction; yet, more is not always better. Online marketing warrants strategy and not just numbers. If you're concentrating on generating numbers, you may be alienating your readers. Perhaps some brands have trouble releasing quality because they attempt to spread it too thin. Is it better to release twenty pieces of content, which inspires lukewarm reception, or lesser numbers that generate higher amounts of interest? Don't work harder, work smarter.