THE BLOG

5 Ways to Ensure You Are Writing Intelligent Content

05/07/2015 04:47 pm ET | Updated May 07, 2016

It's one thing to write content for your content marketing efforts, and it's another to write intelligent content.

Intelligent content has unique properties that make it stand out from most of the mediocre content found online. If you are serious about branding your business with content, make it intelligent content.

5 Ways to Ensure You are Writing Intelligent Content

Intelligent content is...

1. Reusable: Write it once -- and then use it over and over and over again. That's smart. That's effective. That's the power of building a noticeable brand.
Example: This article you are reading right now will soon appear as a blog post. And...as a series of images about intelligent content. And... as a Huffington Post article. And... it will also most likely appear, in bits and pieces, on my social media feeds.

2. Valuable: Intelligent content solves a problem for your audience. It may do that by entertaining, inspiring or educating.
Example: My podcast, Transforming Public Education, is more successful than I could have ever imagined when I launched it just 13 weeks ago. I have heard from many of the listeners who are using the tips from each episode to make their school and classroom a more loving place. At a time when education is so hostile in the media, I have provided an uplifting podcast that teachers and parents are flocking to for support and advice.

3. Personal and conversational: When you write content, make it personal. Imagine you are having a conversation with just one person, over coffee or wine. People want that now, more than ever.
Tip: Use the word "you" when writing your content.

4. Findable: Intelligent content can be found when it is searched for online. This means that you have a basic understand of long-tail keywords and how they work. You also have made your name and your business name a tag in everything you put online.
Tip: Need help with long-tail keywords and how they work? Here is a piece I wrote about it. I wrote this so the average person could understand SEO.

5. Engaging: How are you engaging your readers with your content? Are you including a "tweet this" in the text? Are you asking questions for them to think about? Are you answering them online when they post/comment about your brand?
Example: Most of my newsletters have "tweet this" in the text. There's a reason for that -- I want to engage with you online.

How does your content rate based on the 5 intelligent properties above?

Content marketing isn't going away. In fact, studies show that customers look at your content for at least 6-8 months before they ever contact you. They are shopping you online. They want to know what you know. They want to know if they can trust you.

Is it time to start creating intelligent content for your small business?