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The 5 Elements of Excellent Content

September 14, 2012 - Posted by Shama Kabani

Transcription of “The 5 Elements of Excellent Content”

Shama: Hi, this is Shama Kabani, CEO of the Marketing Zen Group, and I have recently been wondering about what makes excellent content different from just good content, and I have come up with these five R’s of excellent content.  [inaudible 00:00:17] and there is no actual letter R in the word content but these five R’s really define what makes up excellent content.

The first is relevance.  Is it relevant to the person reading it and that context can make all the difference and you know that if you’ve ever been married and had to plan a wedding or you’ve ever renovated your house or worked on any project for a specific amount of time, you know that you’ve delved deep into everything related to that and all of a sudden it mattered so much more to you because it was relevant.  When you are creating content on the web, you want to make sure that you’re keeping it relevant to your audience and recognize that not everybody will love it.  Recognize, not one of our R’s but still important.

Number two excellent content keeps it real.  We can relate to it.  It relates to our real world.  It’s not something that we can’t really understand or we can’t connect to.  Think about real as also being giving people something that they can connect to, language that they can understand.

Three, Resonates.  Excellent content resonates with us at a level that we may not even fully understand, but we definitely feel and that’s what we see when we look at an image that makes us think twice or we read a paragraph and have to re-read a sentence or a phrase because it really resonated with us, and if you own a Kindle or you’ve ever even highlighted in a regular book something that stood out to you then you know exactly what I’m talking about.

Excellent content tends to be refreshing.  It allows us to look at things.  Maybe something we’ve already seen but from a fresh perspective.  It makes us think twice and then excellent content often reminds us of something that we already knew but maybe forgot and these five hours are the difference between good content and excellent content.

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