How to Create High-Quality Content (2023)

If you want to rise above the competition in the SERPs, all you have to do is publish high-quality content.

Sounds easy, right?

However, there are a couple of problems with this. Everyone thinks that their content is the highest quality out there.

Also, high-quality content is perhaps one of the most difficult aspects of SEO to define. Too often, people are focused on all the wrong things such as word count, keyword density (groan!), or formatting.

Content marketing strategists are constantly telling us that “content is king” and it’s critical for SEO.

But what exactly does that mean?

What is High-Quality Content?

In short, high-quality content achieves its marketing goals. It’s also:

  • Comprehensive.
  • Useful.
  • Helpful.
  • Educational.
  • Accurate.
  • The best answer for the searcher’s query.

Perhaps your primary focus is on increasing the number of social shares on Facebook. If your content is connecting with your audience and getting more shares, it’s a success.

But for another business whose main objective is generating more leads, that exact same content might not be performing well at all if it’s getting Facebook shares but failing to attract new leads.

Does that mean this is low-quality content? It all depends on who you ask.

Some of the most common KPIs to determine the value and effectiveness of your content include:

  • Ranking in the top three of Google for your target keyword(s).
  • Increasing brand awareness and customer loyalty.
  • Generating leads and sales.
  • Improving click-through rates and lowering bounce rates.
  • Increasing overall web traffic through a strong overall presence in organic search results.
  • Getting social shares and visits to your site from social media platforms.
  • Improving on-site conversions and bottom-line revenue.
  • Attracting a number of relevant links from authoritative domains.

If your content is achieving these top KPI goals, you’re on the right track with your content strategy.

Top 10 Ways to Produce High-Quality Content

Once you’ve set the parameters necessary to analyze the success or failure of your content marketing strategy, it’s time to start producing.

Here are 10 tips to keep you on track.

1. Know Your Search Intent and Call to Action

Search intent is the reason behind someone seeking out information online.

They may be searching for general information about a topic, looking for an answer to a question, seeking a solution for a problem, or browsing for a product to buy.

(Video) 7 Vital CONTENT WRITING SKILLS Needed to Create High-Quality CONTENT

How to Create High-Quality Content (1)

Before you start creating content, you need to understand how people will be finding and using it, as well as what outcome you want to see.

Are you trying to sell a product or service? Build your email subscriber list?

How can the needs of your audience work hand-in-hand with your marketing goals?

All of this needs to be factored into your content strategy so your call to action (CTA) can align with your content goals and user intent.

2. Use Proper Formatting for Readability

You want your content to be easily read, not just for your consumers but also for search engines as they crawl, index, and rank your website.

The way you format your content plays a big role in its overall performance. People skim through articles, which is why headings and subheadings, lists, and small blocks of text broken up by white space are easy to digest.

People don’t respond well to giant blocks of text, and neither does Google.

3. See What’s Trending and Create a Backlog of Content Ideas

All content begins with a topic. The topic you choose can make or break the effectiveness of your content marketing strategy.

It’s important to pick relevant topics that your audience will care about.

Check out your competitors to see what kind of content they’re publishing. If you’re like me and don’t have the time or patience to do that, tools like BuzzSumo and ExplodingTopics can help you find trending topics.

As you compile your list of topics, start filling in your editorial calendar to ensure you’ll never find yourself scrambling for a new topic at the last minute.

4. Do Thorough Research to Maintain Trust and Authority

Consumer trust in institutions and media is at an all-time low, according to the 2021 Edelman Trust Barometer.

It’s more important than ever to make sure your content is trustworthy, which means you need to do thorough research and find data to back up your assessments.

(Video) How To Make YOUR Content Better

Even if you’re writing about your own personal experiences, research is still important. You don’t want to risk losing your audience’s trust by presenting inaccurate information. Cite current and up-to-date studies and data.

One way to stay on top of any relevant updates is to set up Google Alerts for topics of interest. You can even do this with your own name and brand to quickly respond to online mentions.

How to Create High-Quality Content (2)

5. Make Topics Unique by Adding Your Own Perspective

Mark Twain wrote,

“There is no such thing as a new idea. It is impossible. We simply take a lot of old ideas and put them into a sort of mental kaleidoscope. We give them a turn and they make new and curious combinations. We keep on turning and making new combinations indefinitely; but they are the same old pieces of colored glass that have been in use through all the ages.”

The truth is, we’re always recycling content. But what makes it unique and worth reading is our own perspective.

Perhaps that means injecting your notorious sense of humor into an article that would normally be a serious topic. Or weaving personal stories and anecdotes throughout a piece of content.

With a little creativity, you can recycle content through your “mental kaleidoscope” and make it uniquely yours.

6. Capitalize on Your Own Experiences, Studies, and Data

Creating your own data and capitalizing on content that talks about your experiences are a huge plus for SEO.

If your experiences are detailed, useful, and thorough enough, you’re likely to have other people reference them and include a citation back to your website.

Backlinks on credible sites can help to give your SEO a massive boost.

Talking about your own personal experience, even if you’re disputing a popular opinion, also helps to establish you as an authority figure.

You aren’t just talking about another article you read – you can personally attest to an assertion that you’re making.

That level of authority makes people listen and take you more seriously.

7. Target a Niche Subtopic

To be fair, most of the topics we write about are technically subtopics. But I recommend diving even deeper.

(Video) How To Create High Quality Content That Gets Shares (2023)


To start, you’ll have less competition.

Targeting a wide topic, like “dog training,” for example, is too broad. There are tons of competitors vying for that keyword.

My content is going to be a tiny fish in the ocean, especially if I’m just starting to develop my content strategy and haven’t had a chance to establish my website yet as a worthy authority.

How to Create High-Quality Content (3)

However, narrowing the focus down to “dog training behavior” or “dog training commands” means I have a much higher chance of ranking on Page 1.

My site becomes a big fish in a small pond, and my content is targeted directly toward people who are looking for specific information that I can provide.

There are plenty of tools you can use to analyze keywords and topics. The example I used above is from Jaaxy.

Make sure you do some research to see if subtopics within your niche that aren’t regularly discussed will resonate with your audience.

8. Diversify with Multimedia Content

Visual content is easier for people to process and remember than plain text. Types of visual assets that complement written content well include:

  • Screenshots.
  • Photos.
  • Infographics.
  • Charts.
  • Videos.
  • Gifs.
  • Memes.

Using multimedia to enhance your content can improve engagement and, in many cases, is an effective way to illustrate a point or provide an example.

9. Review and Edit Prior to Publishing

If high quality is your main focus, then publishing first drafts without so much as a quick proofread shouldn’t even be on your radar.

This is where an editorial calendar can become a major asset. Use it to check on deadlines and give yourself enough time to write an article, let it sit for a day or two, and then come back and polish it up.

Don’t push out hastily written, unedited content and expect to maintain your high-quality reputation.

10. Use Analytical Data to Measure Content Performance and Adjust Your Strategy

The proof of your content’s success is going to be in the numbers.

(Video) How to Create High-Quality Content That Gets Shared [6.2]

Even if you think you’re producing high-quality content, your audience may disagree. And if that’s the case, it doesn’t matter what you think – it’s the consumers who have the final say over what content is valuable and what is not.

Use your top KPIs that we discussed at the beginning of this article to gauge how your content is doing.

See which topics are performing well and which ones have little or no traffic.

This information will give you a basic roadmap of where your focus should be moving forward.


It’s an undeniable truth – if you want to stand out from the avalanche of content being produced every single day, you have to focus on quality.

It’s one of the best ways to cement your authority within your niche, engage your audience with the topics that matter to them most, and set your website up for success with search engines.

Creating high-quality content is one of the most difficult aspects of SEO, but creating the best content you possibly can has been proven time and again the best way to attract the most relevant audience.

Always strive to be the best you can be. You don’t need to chase after skyscraper content or 10X content, or whatever else the latest buzzwords tell you to do. You just have to create content that is better than your closest competitor’s.

Put yourself in a searcher’s shoes. If your article was ranking #1, would that searcher be happy with how that content answers their question, solves their problem, and brings value and utility to their life?

Don’t go chasing algorithms… or waterfalls. Or anything else. The secret to high-quality content is writing to your audience.

More Resources:

  • What Is Great Content? The 6 Standards of Content Greatness
  • How to Do Keyword Research for SEO: The Ultimate Guide

Image Credits

All screenshots taken by author, July 2021

Category Content Friday Focus

(Video) How to Create High Quality Content Using ChatGPT


What are the four rules for creating quality content? ›

These are the four rules I swear by for creating quality content.
  • Rule #1: Establish Authority. If you want to stand out with your content and create a competitive advantage, you should create content you're uniquely qualified to make. ...
  • Rule #2: Be Accurate. ...
  • Rule #3: Make it Relevant. ...
  • Rule #4: Help them Take Action.

What are the three rules in creating quality content? ›

From this realization came my three rules of content: Informative, Interesting and Relevant. No matter what niche the content is for or where it will be posted, these three characteristics are a must for quality content.

What does high-quality content mean? ›

Anything that adds value to the reader is quality content. It's industry-focused, not trite and trivial. It increases a reader's understanding of a topic in a way they may not have been aware of.

What does high-quality content look like? ›

High-quality: Your site's content should be unique, specific and high-quality. It should not be mass-produced or outsourced on a large number of other sites. Keep in mind that your content should be created primarily to give visitors a good user experience, not to rank well in search engines.

What are 2 key qualities of good content? ›

The 5 Characteristics of Great Content
  • Readable. When you create content, nothing is more important than making it easy to understand, which mainly depends on whether the content is readable. ...
  • Engaging. ...
  • Consistent. ...
  • Findable. ...
  • Translatable. ...
  • 5 characteristics = impactful content.
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What are the seven 7 factors to consider in producing a good content? ›

7 Factors You Need to Create Great Website Content Readers Will...
  • It's Actionable. ...
  • It's Credible. ...
  • It's Original. ...
  • It's Thought-Provoking. ...
  • It's Easy to Read. ...
  • It Provides Value. ...
  • It Has a Purpose. ...
Feb 2, 2018

What are the 5 steps of content development? ›

5 Vital Steps for a Successful Content Development Process
  • Set Content Goals. Before you even think about topics or audiences, consider what you want your content to accomplish. ...
  • Perform Audience Research. ...
  • Hone Your Content Strategy. ...
  • Write. ...
  • Publish and Distribute.
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What are the main components of quality content? ›

The 3 Essential Elements of Quality Content
  • It has to be useful. Content marketing needs to solve some kind of reader problem. ...
  • It has to be interesting. Good content has personality. ...
  • It has to have the “cookie factor”

How can social media create high quality content? ›

How to create a social media content plan in 7 steps
  • Learn about your audience. Studying your audience can help you decide what types of posts will perform best. ...
  • Set goals. ...
  • Perform competitive analysis. ...
  • Gather content. ...
  • Develop a content creation plan. ...
  • Create a calendar. ...
  • Evaluate content.

What are the 3 types of content? ›

The best way to look at the kind of content you're using across your digital landscape, including social media and email marketing, as well as social media and your blog, is to divide it into three types. They are: Creation, Curation, and Creative Curation.

What are the four types of content? ›

There are four content categories used in content creation and marketing—attraction, authority, affinity, and action. It's important to note that the four content categories are not mutually exclusive, and a single piece of content will often fit in multiple categories.

How do you strengthen your content? ›

6 Things to Improve Your Content Performance
  1. Use keywords based on target audience's search intent. ...
  2. Make your headlines irresistible AND helpful. ...
  3. Improve your writing flow. ...
  4. Include relevant, interesting images to illustrate your points. ...
  5. Show the value immediately. ...
  6. Create an utterly clickable CTA.
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What are the five pillars of content marketing? ›

The Five Pillars of Content Marketing
  • Plan. The process does not begin with writing a blog post. ...
  • Create Content. With a clear marketing strategy in mind, it's time to begin creating. ...
  • Optimize Your Content. ...
  • Distribute Your Content. ...
  • Analyze Your Results.
Aug 29, 2017

What is the best content strategy? ›

Content Creation Tactics for the Best Strategy
  • Set Up Your Blog. If you haven't set up your blog yet, it's high time you get started. ...
  • Publish Keyword-Rich Content. ...
  • Optimize Your Content Structure. ...
  • Write Compelling Headlines. ...
  • Use New Content Formats. ...
  • Use Awesome Images. ...
  • Include a CTA. ...
  • Publish Case Studies and Checklists.

How do you make content stand out? ›

How to Make Content Stand Out for Increased Consumer Awareness, Conversions, and Credibility
  1. Find Your Unique Spin. ...
  2. Format with the Hook, Story, and Offer. ...
  3. Make The Content Actionable. ...
  4. Provide More than an Answer. ...
  5. Use Multimedia to Your Benefit.

What are the six characteristics of perfect content marketing? ›

There are many elements to consider, such as social media, your website, videos, and more. However, at the heart of every focus is one thing: great content.
The 6 Essential Characteristics of Compelling Content
  • Clear and Coherent. ...
  • Human. ...
  • Relevant Knowledge. ...
  • A Memorable Hook. ...
  • Purpose. ...
  • Believable and Trustworthy.
Apr 2, 2018

What are the six steps for creating a content plan? ›

6 steps to create a content strategy for your Startup
  1. Define the objectives.
  2. Identify your audience.
  3. Define the message well.
  4. Choose your formats.
  5. Evaluate resources.
  6. Create a content calendar.

What are important keys to develop a good content? ›

7 Easy Tips for Effective Content Writing
  • Write a Head-Turning Headline. The headline determines whether audiences will read the rest of your work. ...
  • Create a Hook That Grabs Their Attention. ...
  • Do Your Research. ...
  • Focus on a Single Purpose. ...
  • Write in a Unique Voice. ...
  • Optimize Digital Content. ...
  • Edit Your Work.

What are the pillars of content strategy? ›

#1: What is a Content Pillar? Content pillars are 3 to 5 topics your brand will consistently discuss, amplify, and create content for on social media. As social media strategist Christina Galbato explains, “You might hear them called content categories or content buckets. They all mean the same thing.”

What are the 7 key principles of quality? ›

The seven principles of quality management are:
  • Engagement of people.
  • Customer focus.
  • Leadership.
  • Process approach.
  • Improvement.
  • Evidence-based decision making.
  • Relationship management.

What are the five elements of quality? ›

  • Five Elements.
  • Element 1: Design and Scope.
  • Element 2: Governance and Leadership.
  • Element 3: Feedback, Data Systems and Monitoring.
  • Element 4: Performance Improvement Projects (PIPs)
  • Element 5: Systematic Analysis and Systemic Action.

What are the 3 principles of total quality? ›

Total Quality Management (TQM) is a management philosophy or approach that is grounded on three core principles: a focus on the customer, participation and teamwork, and continuous improvement.

What is high quality content marketing? ›

High-quality content is both what customers and search engines want to see. Every additional page of quality content is a new landing page, or avenue, for consumers to find you through.

What are the four pillars of high quality media? ›

The answer lies in four pillars of content creation that will help you create high-quality content that ranks well in search engines: originality, relevance, engagement, and relevancy.

What creates smart content? ›

Smart content, also referred to as dynamic content, is website content that changes based on the interests or past behavior of the viewer. Smart content is designed to offer a more relevant and personalized experience to your website visitors -- one that static content can't provide.

What are the 3 types of social media content? ›

What are the three types of social media content? The three types of social media content that tend to get more social shares are educational content, interactive content, and inspirational content.

What are the four elements of content? ›

Good content has four elements:
  • Relevant. People want content relevant to their interests. ...
  • Intellectual. People want content that introduces them to new things. ...
  • Sensorial. Good storytelling is all about the details. ...
  • Emotional.
May 24, 2022

What are the 4 contents? ›

There are four content categories used in content creation and marketing—attraction, authority, affinity, and action. It's important to note that the four content categories are not mutually exclusive, and a single piece of content will often fit in multiple categories.

What are the rules of content? ›

The rules of content marketing
  • Engage first, sell later. So this is the obvious one. ...
  • NEVER underestimate your audience. If you're a human, you'll know when you're being sold to. ...
  • Be patient. ...
  • It's not all about content. ...
  • Create your own content. ...
  • Be relevant to your audience.
  • Have a strategy (more here)
  • Be consistent.

What are four guidelines for creating content for social media? ›

Four Golden Rules of Creating Social Media Content
  • Research and define your target audience. When marketing a brand or product, the content creator must keep their ideal audience in mind. ...
  • Select your social media platforms. ...
  • Draft unique posts for each platform. ...
  • Proofread your content before posting.
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What are the best types of content? ›

According to Hubspot, videos are actually the most popular content type in 2021, overtaking blogs and infographics. With videos, you can achieve maximum engagement and shareability that will help you gain new audiences.

What makes a successful content marketing? ›

An essential element of successful content marketing is the ability to tell a story well. When looking at the top content marketers' qualities, storytelling should rank high. You may have the best product on the market and the right data to market it well. A great story will help boost your content marketing efforts.

What are good contents? ›

Good content is original, actionable, and answers a question. It's properly sourced, unique, concise, grammatically correct and is formatted properly. Use this formula to craft content that will increase likes, shares, and will rank well on major search engines. Need more help creating good content?

How do you write content like a pro? ›

7 Easy Tips for Effective Content Writing
  1. Write a Head-Turning Headline. The headline determines whether audiences will read the rest of your work. ...
  2. Create a Hook That Grabs Their Attention. ...
  3. Do Your Research. ...
  4. Focus on a Single Purpose. ...
  5. Write in a Unique Voice. ...
  6. Optimize Digital Content. ...
  7. Edit Your Work.

How do you structure a content? ›

Top 9 Guidelines For A Better Content Organization
  1. Define a clear information structure. ...
  2. Start with critical content. ...
  3. Group related content. ...
  4. Show only what's relevant. ...
  5. Show everything that's relevant. ...
  6. Consider different audiences. ...
  7. Offer different entry points. ...
  8. Offer customization.
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What are the 5 C's of social media? ›

The 5 Cs of Social Media -- Coordinates, Channels, Content, Connections, and Corrections -- are interconnected elements used to craft an effective strategy.

What are the 7 C's of social media? ›

These facets form the base for the world of social media and can be referred to as the 7 Cs of social media. These seven Cs are - content, community, conversation, capital (social), culture, collaboration, and conversion respectively.


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