The document discusses different types of content on a spectrum from good to superb. It identifies traits of good, bad, ugly, and superb content. Good content is informative, shareable, and of proper length while bad content is vague, self-serving, and lacks focus. Ugly content is overly promotional and lacks purpose. Superb content helps others, moves metrics, and is shareable. Tips for creating superb content include knowing your audience, measuring performance, being prepared to fail, and reviewing/refining content.
18. Traits of Good Content
Greg Taylor @grtaylor2
Marketing Press
• Informative
• Spelling & Grammar are proper
• Good information
• Shareable
• Good length (not too long, not too short)
• Potentially addictive
• Connects people to people
• Delivered with some velocity
19. Now and forever Good will never be
good enough for success
Greg Taylor @grtaylor2
Marketing Press
21. Traits of Bad Content
Greg Taylor @grtaylor2
Marketing Press
• Vague
• Too long / too short
• Self serving
• No real focus
• Has the “So What” factor
23. Who cut the cord?
Greg Taylor @grtaylor2
Marketing Press
24. Traits of Ugly Content
Greg Taylor @grtaylor2
Marketing Press
• Over promotional
• Boring
• Repetitive
• Look at me, look at me content
• Click bait titles
• No purpose
• Lacks goals
• WTF factor
25. Now, for the good stuff…
The Superb
Greg Taylor @grtaylor2
Marketing Press
26. Traits of Superb Content
Greg Taylor @grtaylor2
Marketing Press
• Helpful
• The creator thinks like a reader
• Stimulates thought
• Moves the needle on your goals
• Increases conversion
• Helps someone else become an expert
• Perfect length
• Maybe viral (if lucky)
• Shareable and quotable
• Connects
• Possibly multiple voices
• Evergreen
• Posted
• Tells a story
27. What’s the scariest button in the
WordPress UI?
Greg Taylor @grtaylor2
Marketing Press