Are you obsessive about creating nice content?

I hope not.

Today, that’s a horrible strategy to content creation.


  • Great is such a obscure descriptor that it’s ineffective.
  • You’re biased.
  • You don’t get to resolve if one thing’s nice – your readers do.

Anyone who’s been at this for some time is aware of the bone-numbing horror of hitting the publish button on what they suppose is their best content ever, solely to have it savaged by readers.

Or worse, ignored by individuals and engines like google alike.

Nowadays, nice content fails miserably for one large purpose: you’re not likely giving individuals a purpose to go to your website and browse your content.

“Great” content isn’t an ideal factor to create anymore.

So, what ought to we be creating as an alternative?

Read on to find the reply to that query.

If Everyone Is Creating Great Content…

For a very long time, content creators and search engine optimization blogs suggested that the very best factor you are able to do to enhance your place within the SERPs was to create “great” content.


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For a very long time, that was unbelievable recommendation.

If you’re up to the mark along with your web historical past, you realize that Google was as soon as flooded with low-quality, skinny content aimed toward rating effectively fairly than offering any precise worth to readers.

Even Google recommended it in its content guides.

Thanks to efforts by Google, although, to punish dangerous content and reward nice content, nice content now’s now not a rarity.

Plus, there’s additionally a rising consciousness that high-quality, customer-focused content actually does ship higher in the long term.

(Not that I’m complaining. Believe me, we’re higher off for it.)

However, in 2020, that creates a little bit of a conundrum for content creators.

According to Worldometers, there might be 800,000+ weblog posts revealed at present. (You can watch the ticker for your self.)

Sure, not all of them might be nice, however even when 1 / 4 of them are, that’s simply over 200,000 different weblog posts at present drowning out yours within the sea of greatness.


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In different phrases, nice is the brand new mediocre.

And no person ever seized a aggressive benefit by being merely common.

So, what do you do in such a state of affairs?


You want higher content.

Greater content isn’t simply catchy, well-written weblog posts with an perspective.

It’s 2020, and we all know precisely what Google (and our readers) count on.

Consider these 10 methods to step past mere greatness in your content.

1. Accurate Content

In the period of misinformation, be sure to’re standing out for the fitting causes.

You slave away at that weblog publish for hours or days nevertheless it’ll do nothing for you if it will get flagged on social media for misinformation.

Worse, inaccurate content will destroy your credibility in your business, particularly in case your opponents discover.

How can we make content as correct as doable? There are two simple and very important issues you are able to do:

  • Check your details. Whether it’s stats, claims, or quotes, all the time verify your details. FactCheck is nice at this, as is Snopes.
  • Revisit previous content. Just as a result of one thing’s true now doesn’t imply it’ll be true in a number of years. Things change on a regular basis, so maintain your content up to date.

2. Comprehensive Content

Google – and readers – like complete content.

That’s content that solutions each query they’ve (and questions they didn’t understand that they had) conveniently in the identical place.

According to HubSpot, the perfect publish for search engine optimization ranges between 2,100 and 2,400 words – which takes about 7 to eight minutes for a median grownup to learn.

Our personal survey instructed that between 1,000 and a couple of,000 phrases was the very best size.

Seem like a wide range? It is.

That’s as a result of complete content doesn’t imply lengthy content.

It’s a mistake to give attention to attaining some magical phrase depend past what your opponents have in a misguided try to outrank them.

People don’t need tangents.

They don’t need to learn concerning the biography of your grandma’s finest pal’s nephew’s boss’s golden retriever earlier than you give them the recipe.

Let your content dictate the size, not the opposite manner round.

3. Credible Content

Are you serving professional, authoritative, and reliable content?


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If so, Google will discover and so will your readers.

The idea of E-A-T (which stands for Expertise, Authoritativeness, and Trustworthiness) is talked about 135 occasions within the Google Search Quality Guidelines.

If you’re in a distinct segment that “impacts the future happiness, wealth, or health of users,” you’ll have to do even higher than that and meet Google’s expectations for a stage they name Y-M-Y-L, Your Money or Your Life.

Stop Saying ‘Create Great Content’ – Say This Instead

Credibility entails your demonstrated experience on a subject.


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Simply put, are you a professional professional on this subject?

Or for those who’re not writing the content (which is widespread and even advisable for those who’re not a author), is the individual or writer publishing in your weblog a professional professional?

The experience and worth of the content and its writer is one thing high quality evaluators are skilled to verify for, so make it simple by making the data accessible.

There are a number of methods you could sign the writer’s credibility on a subject.

I like to recommend creating writer bios in your content creators that embody:

  • The writer’s image.
  • Links to social media handles.
  • Mentions of awards and accomplishments.
  • Areas of focus and years of expertise.

4. Engaging Content

Here’s one other adjective that will get thrown round so much: participating.

In the world of on-line writing, it doesn’t simply imply snappy and humorous albeit shallow one-liners.

Some writing gurus will let you know to write down with an perspective, however actually, participating has a special definition in relation to content:


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Engaging content is content that makes appearing on the data so easy that your readers accomplish that with no second thought.

That could be a social media share, a go to to your retail location, or a subscription signup.

And a lot of that’s technical fairly than literary.

To make your content extra participating:

  • Use headers. They break your content up by concept and make it simpler to skim.
  • Convey info with photos. I like this method for illustrating ideas or mentioning statistics. No one needs to learn strings of numbers, however infographics are addicting.
  • Keep it quick and easy. Short sentences, quick paragraphs, quick explanations that drive residence the purpose.
  • Use bullets. Like this one – you may skim the daring textual content to get the principle concept, or you may learn the entire thing.
  • Reduce limitations to the subsequent step within the funnel. Make the CTA clear, place the social media buttons prominently, add a signup field proper there on the web page.

5. Informative Content

Your readers got here to you for info – so give it to them!

Each piece of content you produce ought to train them one thing.

Make your content as informative as doable by:

  • Crafting a particular, descriptive headline that tells your readers precisely what they’re getting.
  • Provide the reply they’re on the lookout for upfront, then go into element.
  • Answer the query they’ve straight – don’t dance across the subject.


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6. Specific Content

Sometimes, the very best content is the content that’s quick and exact.

A reader has a particular query, and so they want a particular reply.

In that case, you’ll do higher within the SERPs for those who’re capable of present the reply extra particularly than your competitors.

Content sorts that profit from being ultra-specific (fairly than tremendous lengthy) embody:

7. Unique Content

Imitation could be a honest type of flattery, nevertheless it gained’t show you how to rank higher than your opponents.

It might harm you, particularly in case your efforts to copycat your rivals don’t fairly pan out.

Instead, go for distinctive content. If you’re fighting that:

  • Turn to your model. What is your distinctive voice, fashion, angle?
  • Identify your USP. What do you provide that your opponents don’t?
  • Original analysis. What insights are you able to provide from your personal business expertise?


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8. Useful Content

Google likes the phrase helpful.

In their mission statement, they use it 4 occasions – the one different phrase they use extra continuously is related.

Stop Saying ‘Create Great Content’ – Say This Instead

To create helpful content, suppose by way of utility.

You ought to all the time attempt to reply the query, “what purpose does this content serve?”

If you may’t reply that, you don’t have to create it.

9. Valuable Content

At the core of content advertising and marketing lies invaluable content – it’s you delivering content that enriches the lives of your readers with out them needing to offer you something in return.


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Creating content that your readers discover invaluable is a technique so that you can exhibit that you simply care about them and their well-being.

Valuable content can take many kinds.

In common, content is effective if it:

  • Solves an issue (not simply promoting how your product solves an issue).
  • Teaches a ability.
  • Saves your reader time or cash.
  • Provides information or perception.
  • Gives your reader assets.

Always ask your self: how does this content make my readers’ lives higher?

If you may’t reply that, return to the drafting board, and take into consideration what you may add in order that it does.

10. High-Quality Content

If you’ve hit all 9 sections, then you definitely’ll have high-quality content.

But simply in case, let’s circle again to Google’s definition of “high-quality” for only a second.

When it involves high quality, Google takes into consideration extra than simply the precise writing in your pages.

The search engine considers your website’s design and technical features.


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It’s additionally excited by realizing that:

  • The info your guests are on the lookout for is displayed clearly, particularly on the house web page.
  • Other websites hyperlink again to yours.
  • Your website is accessible, with a logical hyperlink construction and cellular compatibility.
  • You’re utilizing alt textual content on photos.
  • Your content is exclusive to every web page, not copy-pasted throughout a number of.
Stop Saying ‘Create Great Content’ – Say This InsteadQuality is a large focus for content entrepreneurs in 2020 as revealed in Content Marketing Institute’s 2020 B2C Content Marketing Report.

Takeaway: Go Greater or Go Home

Great content is boring.

Today, you ought to be creating higher content – content that informs, excites, and enriches the lives of your readers.

Remember that it doesn’t must be 10 occasions or 100 occasions higher than your opponents’.

It doesn’t even must comply with the so-called skyscraper approach.

It simply must step past what’s already on the market, even when it’s by an inch.


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Go forth, create higher content and your model will thrive.

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Image Credits

All screenshots taken by writer, August 2020

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