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And the Winner is…High-Quality Content! March 7, 2011

Posted by David Dirks in Communication, Creating Marketing Materials, Creativity.
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In early March of 2011 Google confirmed for all time what I contend has always been the foundation of success in any medium: high-quality content.  Scrolls, books, magazines, newspapers and all other content delivery vehicles before the digital age have always lived or died based their content.  All Google did was declare war on sites that deliver low quality content that offers little use for readers.

As a creator and user of information myself, I’ve always been critical of content vehicles (digital or not) that offer little or no useful information.  In the digital world, the art & science (more art than anything because Google keeps its algorithm a secret), of “search engine optimization” or SEO, has created players who would rather game the system than provide you with solid content.

So it’s nice to know that the rules of the content game remain safely the same.  If you want to develop content of any kind, it must be created and engineered so that people easily recognize and value it.

I’ll throw in three basic tenants for developing content that I’ve learned over many years of trial, error, and success.

Relevant:  The content must be a match to the reader or user.  People will search for content in any delivery vehicle (magazine, website), which is material they instantly recognize as useful in the context of their interests.

Engaging:  High-quality content engages the reader by pulling their minds in directions they delightfully didn’t expect to go…but are glad they did when they get there.  Content that challenges and inspires the mind on a subject has always been a jewel.  High-quality content should be a great experience.

Insightful:  Content, whether written, verbal, or visual has to have enough depth to allow the creator to draw out any number of valuable insights.  My bias is for content to have insights that have a practical and actionable nature for the user.

Creating and sharing high-quality content is a timeless way to provide valuable information for both prospects and clients.  Google’s war against low-quality content just reaffirmed what we knew all along.

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