The Top 3 Characteristics of Effective Content

The Top 3 Characteristics of Effective Content

No one creates content so it can sit, stagnant and forgotten, on a web page or social media profile. The point of online content is for audiences to engage with it, learn from it, enjoy it, and share it with other consumers. So how do you make content that does all of that?

A B2B Content Marketing Spotlight Report published in the LinkedIn Technology Marketing Community highlights three characteristics shared by all types of effective content. As you create new content for your website and social media profiles, keep these three things top of mind. Incorporating these highly effective content characteristics is a sure way to produce improved content that gets results for your business.

1. Resonates with your audience

According to the report, audience relevance is a key component of 58 percent of effective content. Your content must matter to your target audience. If it doesn’t, then why would they read it, watch it, or share it?

Whether your purpose is to entertain or educate your audience, find ways to connect with the individuals who are your audience. Considering the various personas that make up your target market is helpful. Then, you’re communicating with specific types of people rather than a nebulous group of unknowns.

2. Tells a compelling story

Engaging storytelling is a natural companion to audience relevance. It’s no surprise that 57 percent of effective online content incorporates high-quality storytelling. In the words of author J.K. Rowling, “There’s always room for a story that can transport people to another place.” 

Whatever product or service you’re selling is ultimately useless until you explain — through storytelling — why it isn’t. Storytelling helps your audience understand how your products can fit into and affect their lives.

“There’s always room for a story that can transport people to another place.” 
— J.K. Rowling

3. Triggers a response

Finally, 54 percent of effective content triggers a response or action from audience members. As a business, a primary goal of content creation is to get your audience to do something after engaging with your content. Some examples include: 

  • Subscribe to an email list
  • Share a post
  • Download gated content
  • Make a purchase

If you’ve met the first two standards of effective content — audience relevance and engaging storytelling — your much more likely to elicit a response from your target audience. Web analytics and insights provide actionable feedback about what content works for you and what doesn’t. 


The more content you create, the better you’ll get at producing the types of effective content that achieve the ideals of audience relevance, compelling storytelling, and response evoking. And if you need some extra support in the content creation department, reach out to a writer or content creator who will work with you to get the job done.

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