One of the most challenging parts of advertising and marketing is evaluating content. Is this ad, blog post, or social post good enough to share? How will I know it’ll be successful?
We wondered the same thing, and searched far and wide for the answer. The reality is that no one has the answer to these questions—until now.
Review and treat this post like a checklist. The more points your content has, the more likely it will be successful.
Here’s our list of the 10 best ways to grade your marketing content.
#1 – Value
Content has appeal if there is value for the consumer. To some, value might be a funny comic, a free sample of laundry soap, or a helpful tip on buying a car. Either way, there should be some sort of takeaway for the consumer.
#2 – Context
Content has appeal within specific circumstances. Have you ever noticed how much more interesting ads on the bus are when you don’t have a book with you? Or how much more you’re willing to listen when a lecture comes from a treacher and not a parent? The right context can make content so much better.
#3 – Expectations
Content has appeal if it meets or exceeds expectations consistently. The only time someone might complain that a movie was only 90 minutes long would be for a Lord of the Rings movie. The only time some might complain that 500 words is too much to read would be on a Buzzfeed article. If you set the right expectations, people will spend time with your content.
#4 – Originality
Content that is new, creative, and different has appeal. A new type of product or service, a creative design for something that already exists, or an unusual mix of two common things or ideas has a better chance of being successful than something that’s been done to death.
#5 – Quality
High-quality content has appeal. This means no typos or blurry images. This means websites that load properly. Quality represents the amount of attention and effort that went into the content. Quality also reflects on your brand—if your messaging is full of errors, then how does the product function?
#6 – Length
Content has appeal if the amount of time spent consuming it is equal to its value. If you want to learn a 3-second trick to folding your shirts faster, then you’re not going to sit through a 45-minute video. If you’re looking for contact info on a website, it shouldn’t take 10 clicks to find it. Content length decides if someone consumes the content after you caught their attention.
#7 – Clarity
Content has appeal if it has a clear primary subject. Visuals should complement text, ideas should be instantly identifiable, and design should be intuitive. If your content is confusing or disjointed, then people won’t bother.
#8 – Credibility
Content with plausibility has appeal. Linking to trustworthy sources, using unedited photos, and promising attainable results are the best ways to build credibility. On the other hand, promising that you’ll lose 25 pounds in 3 days is pretty dishonest, and people won’t spend time with your content.
#9 – Familiarity
Content that has recognizable subjects has appeal. We like seeing photos of family and friends, not of strangers. We enjoy reading about familiar topics. We even prefer looking at places we’ve been to, and not places we want to go. Familiar content creates an instant connection with the consumer.
#10 – Popularity
Influential content has appeal. Reviews help sell products on Amazon, a video with a million views is more alluring than a video with 10 views, and if your friends enjoy it, odds are you will, too. Popularity is hard to predict, but it’s easier to earn with a good product.