4 elements of excellent content, according to Google research
What makes a piece of content excellent?
Google’s research says it should be intellectual, sensorial, stimulating and emotionally.
Excellent content, above all, is all about the story.
Excellent content has four elements:
1. Relevant Content
People want content relevant to their interests. But they also want content that is created by approachable and relatable creators.
2. Intellectual Content
People want content that introduces them to new things. This includes brands.
Many people seek out content that reinforces things they already believe, regardless of the level of “intellect.” That’s why over the past decade there have been so many concerns around filter bubbles and what engagement-driven algorithms recommend to us.
3. Sensorial Content
Good storytelling is all about the details. For video specifically, people said “unique storytelling or production” can be more stimulating than “cinematic quality.”
What it means: content doesn’t have to be perfect. But your content should always be authentic, be useful/helpful, have a purpose and tell a story.
4. Emotional Content
Most people want a content experience – something that makes them feel something – or even multiple emotions (though it failed to specify whether positive or negative emotions made a difference).
Bonus: if you can achieve this with your content, this can help create a deeper connection with your audience. In other words, content that wins peoples’ hearts should translate to greater loyalty.
To figure that out, we look at things like:
- Number of page views
- Time on page
- Number of links
- Organic visibility / ranking
- Organic traffic
- Click-through rate
- Engagement (comments, shares)
- Bounce rate
- Lead generation / task completion (e.g., add to cart, subscribe, content download, book an appointment)
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