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Two Secrets of Super Valuable Content

Super valuable content – what exactly does that mean to you? We aren’t talking about what the content is worth when you’re paying writers; we mean how much it’s worth to the business in terms of return on investment.

Every business uses content in a slightly different way, but at the end of the day, most want either conversions, visitorship, signups, or some form of interaction. Good content always helps you to achieve those goals, but there’s a significant amount of misconception around exactly what “good” really means. These secrets of super valuable content make the definition easier to understand.

It’s Original

There’s nothing wrong with content curation – the process of finding content already written and re-sharing it to your audience. But too much unoriginal content can be a bad thing. If you’re solely re-sharing someone else’s content without adding your own spin or information, or if you’re only curating and not creating original content, you’re leeching drips of value off of someone else’s work.

Original content is much better because it’s new, fresh, and hasn’t been seen before; this is inherently more engaging. But it’s also far less likely to spur on cries of, “stolen content!” especially where social media is concerned. Sure, you’ll pay a little bit more to have it written right, but it’s well-worth the investment.

More importantly, if you’re flat-out plagiarizing or stealing someone else’s content, you should know you aren’t doing yourself any favors. This can lead to Google penalties, bans from social media platforms, and even lawsuits from original content owners.

It Asks a Question (and Provides an Answer)

Good content poses a specific question – preferably, something the reader is already asking themselves. It isn’t always phrased as a question; it might be in the form of a DIY, a how-to, a list of tips, or even a long-form white paper on a topic. But ultimately, it can be boiled down to a specific question the content should eventually answer by the end.

Here’s an example to clarify the concept. Let’s say a plumbing business releases an article titled, “10 Ways to Stop a Leak Temporarily.” The “question” this content targets is probably, “how do I stop a leak until the plumber comes?” The answer, of course, is found in each of the tips throughout the listicle.

Now, here’s where things get complicated. Every industry, niche, and audience will have its own preferred questions and answers, and that means you need to put the time and effort in to find what your readership wants to consume.

Until you have those numbers, your main goal should be to address actionability and usefulness  through your content. Write about topics that provide some form of information the reader can really take action on.

Having trouble finding the right content for your audience? Still seeing high bounce rates? Go Digital WSI can help. Let’s talk about how we can make your content marketing strategy shine.