You're scrolling through your feed, bombarded with posts left and right. In a sea of content, what makes you stop and pay attention? The just-right content that helps you, surprises you with something fresh, and feels like it's written just for you.

With tons of opportunity in digital marketing, the demand for high-quality content has never been higher. But what exactly does it take to create content that captures attention and leaves a lasting impact?

There are three must-dos for high-quality content creation: help readers achieve their goals, offer something new, and focus on the reader.

When you do these three things, you’re creating content that resonates deeply with your audience and drives meaningful engagement.

In this guide, we'll explore each of these essential elements, exploring practical strategies and insights to help you create content that informs and entertains but also inspires and connects.

Help your readers achieve their goals

It’s one of the golden rules of content creation: it’s not about you, it’s about them. 

Imagine you're planning your next vacation. You're scouring the internet for inspiration, tips, and recommendations. What do you want? You want content that speaks to your wanderlust, guides you to hidden gems, and helps you plan the trip of a lifetime, right?

It's the same for your readers. Whether they're dreaming of their next adventure, building the business of their dreams, or simply seeking a little pick-me-up, your content should be helping them achieve their goals.

Let’s be honest. The reason readers are engaging with your content is not because they like you (although hopefully they do). It’s because they need something, want something, desire something – and they’re looking to you to help them get there.

So what are your readers’ or customers’ goals? 

Maybe their goal is to decide where to escape on their next trip. Maybe it’s making a decision about the next steps in their business. Maybe it’s understanding the problem they have and how to find the solution (your solution). Maybe it’s finding something to make improve their life, inspire them, or lessen their stress.

Whatever it is, make it your mission to deliver content that's tailor-made to their needs and aspirations. When you help your readers win, you win too. (Plus helpful content is being favored more and more by Google, so it’s a boost for your SEO too!)

So, step into their shoes, do a little detective work, and figure out how you can help them. Then create content that delivers.

Learn more about your target audience’s goals

If stepping into your readers’ shoes and learning more about their goals is such a crucial step in creating helpful content, how do you do that? Here are a few easy ways.

Conduct surveys. Engage with your audience through surveys, polls, or social media. Ask them about their biggest challenges, dreams, and what they hope to achieve. Their responses can provide a lot of valuable information about what topics and solutions they’re looking for.

Analyze the data. Dive deep into your analytics. Take a closer look at which pieces of content resonate most with your audience. Are there certain topics that consistently generate high engagement or shares? Pay attention to the comments and feedback you receive—these nuggets of wisdom can contain clues about what your readers are craving.

Talk to them. Don't underestimate the power of good old-fashioned conversation. Engage with your audience in online communities, forums, or one-on-one conversations. Listen attentively to their stories, struggles, and successes. By actively participating in these conversations, you'll gain a deeper understanding of their goals, challenges, and the language they use to express them (Voice of Customer).

At the end of the day, you really just have to put yourself in your readers' shoes and ask yourself: What keeps them up at night? What are their dreams? What obstacles stand in their way? By empathizing with their journey, you'll be better able to create content that truly resonates and adds value to their lives.

Write something new

There is so much digital content out there. And when it’s all basically the same, we just tend to scroll right on past. Our eyes glaze over and we stop paying attention. 

What makes us stop the scroll is something new, different, or unexpected. 

Yes, it has to be well-written and nicely designed, but it also has to be different from all the other content that’s out there. Provide a fresh perspective on something they’ve seen before, and it’ll suddenly be more valuable.

I recently went on a Caribbean cruise with my family. At each port there were shops and vendors selling souvenirs and beach gear. By our last stop, I was so bored of the offerings – they were all the same. (My daughter asked for the same mermaid doll in every country.) 

But then I spotted something I hadn’t seen before – a collection of glass animals. All of a sudden, I was intrigued. And you can bet I went right into that shop to check it out. 

That’s the power of offering something new in your content. If you’re offering a fresh perspective on a topic your audience is interested in, you’ll stand out from the crowd and create enough intrigue to engage them.

But hold up—does "something new" mean you have to reinvent the wheel with every blog post? Not necessarily. Please don’t let the thought that “it’s been said before” hold you back. It’s all been said before – you just have to add your own spin.

You have unique experiences and perspectives that no one else has. Embrace your inner storyteller and infuse your content with personality, humor, or a dash of quirkiness. Share personal anecdotes, case studies, or behind-the-scenes peeks that give your audience a glimpse into your world. 

You can provide the “same” information everyone else does, but if you do it through the lens of your experiences, it’ll feel new to your readers. And maybe even resonate with them more.

Focus on your reader

Your customers are busy, just like you. They don’t want to sit down to read something lengthy that could be shorter, or college-level text that could be simpler.

So when you’re writing your content, think of your reader.

Respect their time by writing something that’s clear and concise. In a world where attention spans are shorter than ever, every word counts. So, cut the fluff and get straight to the point. If you can say it in fewer words, do. 

Avoid jargon, lengthy hard-to-read sentences, and confusing metaphors. Instead, strive for simplicity. Break down complex ideas into bite-sized pieces. Use shorter sentences and more white space.

And not only that, but write with empathy.

Take the time to understand them – their struggles, their fears, and their dreams. Meet them where they’re at. Show them you care, that you get it, that you've been there too (if that’s true), and that you're here to help them.

Sharing pieces of your own story and writing with empathy go a long way in building a genuine, authentic connection with your customers. 

Writing High-Quality Content

It’s not just what you write – but how you write. With purpose, with a fresh perspective, and with empathy. 

Your readers are the heroes of your story. By understanding their goals, aspirations, and challenges… by writing through the lens of your unique experiences and perspectives… and by keeping your readers top of mind… you can create helpful content that truly resonates and connects. 

Elevate your content with these things in mind, and you’ll be well on your way to standing out from the rest.

If you need support with creating high quality content, don’t be afraid to reach out or schedule a call.

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