Defining Quality Content
If we had to pick a single buzzword that is driving conversations about the future of the internet, it would be the concept of valuable content. Google's Matt Cutts emphasized that search algorithms are only going to get better at identifying and rejecting content that doesn't bring anything new to the table. Quality content requires more avoiding plagiarism or using proper grammar to shape ideas around important keywords. Identifying high-value content requires understanding the intent behind the words.
For your content to matter, it needs to hold a proper role in your inbound marketing strategy. Low value content is produced and distributed for the sole purpose of profit. The best business blogs realize the secret of quality content is to understand that blogs aren't for making sales, they're for establishing thought leadership. Landing pages are for initiating relationships that last beyond the site visit. The only time your sales technique should show is in final-stage lead nurturing.
Original content requires more than rephrasing established ideas with the maximum number of keywords. High-value content brings something to the web which can't be found anywhere else. The Internet just doesn't need more tutorials on how to boil an egg. Curating a list of obscure recipes for serving hard-boiled eggs is going to provide a lot more value to the topic and keyword. Originality is increasingly difficult, which is why many effective business blogs include curation as part of their content calendar.
Outside the Box
High-value content is often a little surprising. Readers are looking for products and services that are above-average. Your business log is a the perfect platform for developing a distinct voice that readers will remember. Marketing guru Seth Godin agrees that weird is the best approach: "If you're an average person...doing average work, there's going to be someone else out there doing the exact same thing as you, but cheaper." Always write with your market in mind, but don't be afraid to take a stand, voice opinions and have a little fun on your business blog.
Writers of high-value content rarely work between the hours of 9-to-5. This doesn't mean you need to dedicate hours to drafting each piece of content, but you should always keep content creation on the back burner. Look everywhere for inspiration, and write from topics that excited you and matter to your readers. Source ideas for content from google news and listening to your customers engage on social media. Ask your customer service representatives for insight into the pain points and priorities of real leads. Take the ideas that excite you and use this as a starting place for content that counts.
Extreme Examples: From Belly to Bacon
Personal blogs are easy to love because they aren't selling anything. Content is driven by passion, and few personal blogs achieve better content from. Objectively, From Belly to Bacon is one of the best blogs I know in terms of adding unique content to the web.
From Belly to Bacon is a series of charcuterie tutorials that originate in the personal kitchen of a foodie. The blog is weird, niche and definitely not safe for vegans. Recent content has included tutorials for creating Chicken Skin Satchels and Turducken Confit. His recipes are strange, but Belly to Bacon hits all the right notes for high-value content. Without trying to do anything other than educate reader on cutting-edge charcuterie, the blog owns top search engine results. The internet needs more blogs that emulate From Belly to Bacon's organic passion and originality.
How do you define high-value content? Can you offer any extreme examples of great blogs?