Lackluster content results can occur when content is simply misaligned with organizational goals or when the content itself is uncompelling. First and foremost, content creation should be focused around furthering the conversation on a given topic, instead of just adding to the noise. To be effective it must be readable and actionable. Without these pillars content can’t gain traction, but even with these key elements it should still be promoted through brand channels and within industry corridors.
These “secrets” to writing effective content aren’t really secrets at all, but they’re often more difficult in practice than in name. Before creating blog posts, emails, scholarly articles, videos, white papers, infographics, or any other form of content, follow this content checklist to ensure the best possible results.