There's a saying that content is the lifeblood of your business. I'd argue that paying customers are, but semantics aside, content plays a powerful role. It's what connects you to that paying customer. It makes a relationship, preferably one to last the ages, possible.
In its simplest form, the goal of content is to capture and convert attention. And we're not just talking about blog posts or Facebook Ads, either. Even when you post something on social media, your hope is to convert that attention into likes, comments, retweets, or shares.
Money is not always the objective. Often, it's a hit of dopamine so we can feel good.
From making content my business, I've noticed several key patterns that separate the awesome content from that which floats through purgatory. It is not about GIFs, clickbait headlines, cute puppies, or 37 hacks. Though, that doesn't hurt.
It is following The Triad in the content creation process.
Is It Useful?
We are all at least a little bit selfish. In other words, we all want to know what's in it for us. Whenever someone reads your content, they want to get something out of it. They do not want to feel like their time was wasted. Useful can also mean helpful or educational.
Remember: It is not all about you. It is about the reader and what they want.
Is It Interesting?
Whether something is "interesting" or not is totally subjective, but ultimately, does it resonate with the person you are trying to reach? Interesting can also mean entertaining.
Remember: Your job is not to please everyone. Your job is to best serve the people that matter to you.
Is It Digestible?
The greatest content is not difficult to consume. It slides down the hatch with absolute ease. It should flow like a stream, not a raging rapid. It should be easy on the eyes, and exactly as long as it needs to be. Far too many are worried about writing for SEO.
Remember: You are writing for human beings.