But what is quality content? If you look it up the words “quality content” in Merriam-Webster’s dictionary this is what they had to say. NOTHING! If you look up quality content through Wikipedia you know what you will find. NOTHING!Subscribe Today
That is because quality content is like art. It is all subjective to how the user interprets and uses the information provided. So, where one user finds the answers to the questions that they were looking for, another might see it as useless information altogether.
We can take steps to write killer content, but the word content in itself can mean so many things (not just writing). To put it simply, content is everything on your website that your prospects and customers come into contact with. Everything from:
- Social media
- Subscription page
- Landing Pages
- and so on…..
Everything under the sun ” sort-of-to-speak” is content on your site. It is the whole experience that you give the user who comes to your site. That is what content is!
The best definition of quality content did not come from a dictionary, but from a great book called “Everybody Writes” by Ann Handley.
Definition of Quality Content: Content that is packed with clear utility and is brimming with inspiration, and it has relentless empathy for the audience. (HA) Take that Merriam-Webster and Wikipedia!
Two thumbs up for Ann here! Now you are probably wondering about the three aspects of quality content; utility, inspiration, and empathy! Well don’t worry, I won’t leave you hanging!
The Three Aspects of Quality Content
(1) Utility means you clearly help the users that come to your website do something that matters to them! In other words, It is not about just what you think is valuable, but what people who visit your site think is valuable.
You help them by easing their pain and making their burdens your burdens. You can do this by:
- Providing useful and valuable information
- Helping someone make a decision
- Showing someone how to do something (through video and other means)
However you help them, make sure that the user is walking away from your site having gained something of value!
(2) Inspiration means that your content is inspired by data and facts or is creatively inspired (or both). This is content that is well-written, fresh, different, and content that could only come from you!
Imagine a police line up of some of the nastiest content ever hit the streets. Now in the mix of these hardcore content thugs is your nice (and probably terrified) piece of content with its pocket protector and glasses. (Funny)
The point is your content should be unique and different from other pieces of content. That is how readers start to connect with your content. Including facts and data in a way that is entertaining is what inspirational content truly is.
(3) Empathy means that you write for the user. You are continually focused on the people that are visiting your site. You take the time to take your shoes off and step into their shoes and see what they are experiencing when they visit your site.
Remember, content is everything on your website, so if there is something that is amiss or does not flow with the rest of your site, you may want to take it out!
Think of it like how you would edit your writing. There are mistakes that you make, and sentences that can be truly ugly. So you either fix the problem or remove it altogether.
The same needs to be said for your website. You have to make sure that everything on your website feels right.
This is your business and with any business you want to make sure that the prospects and customers who come to your site enjoy their experience and walk away feeling better then before they came to your site!
There is a simple math equation that you can use to sum up the importance of these three aspects. If the value of one of these aspects is zero, than the value of your content is zero.You need to incorporate all three of these things in your content to make your copywriting unique!
Utility+Inspiration+Empathy= Quality Content!
Now You Know
Now you know what quality content is. I have to give another shout out to Ann Handley for doing something that both Merriam-Websters dictionary and Wikipedia failed to do. That is, give us a TRUE definition of what quality content really is.
I would suggest to everyone that is interested in stepping up their writing to go and pick up this awesome book! This book has helped me by not only shedding light on what quality content is, but what quality writing is! Thanks Ann!