{"id":28416,"date":"2017-07-12T10:30:00","date_gmt":"2017-07-12T17:30:00","guid":{"rendered":"http:\/\/contentrules.com\/?p=28416"},"modified":"2026-01-09T05:26:12","modified_gmt":"2026-01-09T10:26:12","slug":"create-great-quality-content","status":"publish","type":"post","link":"https:\/\/contentrules.com\/create-great-quality-content\/","title":{"rendered":"From Basic to Beautiful: How to Create Great Quality Content"},"content":{"rendered":"

Lots of what I read these days is about tools. Authoring tools<\/a>, content management systems, translation management systems<\/a>, terminology management systems<\/a>, the list goes on and on. Tools are important. Tools have come a long way over the years. They provide many conveniences and allow us to do cool things with content.<\/p>\n

However, the one thing that has not changed, not one bit, in the time I\u2019ve been working in the content industry is the need for great quality content. And, I\u2019d hate to say it, but no amount of money spent on tools, no focus on the latest and greatest technology is going to make up for inherently mediocre content. And even though tools provide convenience and features, they cannot take bad content and magically make it fantastic.
\nSo, what separates great quality content from mediocre content? Let\u2019s take a look.<\/p>\n

\"\"<\/p>\n

Meets the Needs of the Audience<\/h2>\n

The quickest way to sink to mediocre is to provide content that doesn\u2019t meet your content consumer\u2019s needs. For example, if I am looking for instructions on the best way to load my washing machine, but am given marketing content that details the features and benefits of my new washer, I\u2019m not going to be happy. If I\u2019m not technical and am provided with highly detailed content, you\u2019re going to lose me. Regardless of how grammatically correct your writing is or how beautiful your illustrations are, if content doesn\u2019t meet my needs, it\u2019s not great quality for me. Instead, it is a frustrating time-waster.<\/p>\n

In addition to providing the right type of content, providing content in the best form is just as critical. There is a reason that YouTube is so popular. Video content can make instructions very clear. Whether I\u2019m watching you point and click on software or you\u2019re installing a dog crate into your car, video is a great medium for instruction. Another great medium for instruction is illustration. If your illustrations are very clear, you don\u2019t even need words to go with them.<\/p>\n

I recently built a loft bed from IKEA for my son\u2019s new apartment. The instructions contained exactly zero words. Not. A. Single. Word. Instead of using words to tell me that I needed 24 screws, the illustration showed 24 screws. And while we like to make fun of IKEA instructions, I put the bed together successfully by following the pictures. It didn\u2019t matter what language I speak or what grade level I can read, I was able to build the bed. I even had a couple of screws left over (why does that always happen to me?)!<\/p>\n

On the other hand, conceptual content can be difficult to illustrate using only images (moving or still). Often, we usually need to write the information. Images enhance, but cannot necessarily provide all the concepts we need to explain.<\/p>\n

Providing the right content, delivered in the right format are both indicators that you understand and are meeting the needs of your audience. Meeting the needs of your audience is one component of great quality content.<\/p>\n

Flows from Topic to Topic<\/h2>\n

An excellent flow of content also separates high-quality content from mediocre content. High-quality content flows seamlessly from one topic to the next. It contains transitions. The sections make sense as I follow along. There is either an explicit or intrinsic rhyme and reason to how the sections are sewn together.<\/p>\n

Parallel structures help content flow. For example, are all conceptual topics introduced the same way? Are there parallel descriptions in one part of a document and another part of the document?<\/p>\n

Accurate instructions are, of course, critical to all technical content. Even mediocre content should have 100% accurate instructions. But one of the marks of great content goes beyond accurate instruction. In addition, great quality content contains parallel instructions. In parallel instructions, not only are the instructions accurate, they are identical in order of steps, words used to describe steps, and so on.<\/p>\n

Why is this so important, you ask? Parallel writing is high-quality writing because it makes comprehension so much easier. This type of writing sets an easy-to-follow expectation of what is coming next. When you set an expectation and keep to it, the quality of your content is enhanced. It is easy to read and understand. Content goes from \u201cmeh\u201d to \u201cwow\u201d.<\/p>\n

Tells a Story<\/h2>\n

It\u2019s taken me a while to understand the real value of good storytelling in business content. A good story in a case study is obvious. But, a good story in technical content also piques my interest. I remember content better when I am told a story.<\/p>\n

Think about learning history in high school. What are you more likely to remember \u2013 a good story or a bunch of informational paragraphs from a textbook? The story is going to win.
\nStorytelling can be difficult in a business environment. For example, it can be difficult to create a story for threading a sewing machine. But, it\u2019s not impossible.<\/p>\n

\"\"<\/p>\n

Recently, I did an experiment with one of my conference sessions. Instead of immediately going into the meat of the topic of my presentation, I decided to tell a story related to the topic first and then enhance the story with more detailed information. At first, I was nervous. This is not the customary way to present information at a conference. In the end, it was one of my most successful conference sessions in my long history of conference speaking. The audience was instantly engaged. They nodded, laughed, and understood where I was going. The story was memorable and the details added interest to the storyline.<\/p>\n

One of the great separators between mediocre content and great quality content is its ability to engage, hold the content consumer\u2019s attention, and be memorable. Telling a story with your content provides a platform for all three outcomes.<\/p>\n

Crossing the T\u2019s and Dotting the I\u2019s May Not Matter<\/h2>\n

I\u2019ve written about quality writing<\/a> many (many<\/a>) times. I\u2019ve done webinars about it. I\u2019ve spoken at conferences about it. My company deploys software to govern it. And, yes, I do believe that grammar, sentence structure, and style consistency go a long way to improving content quality. After all, if your content is ambiguous or flat-out grammatically incorrect, it\u2019s going to be very difficult for me to comprehend. Quality content must be comprehensible, otherwise it fails even the mediocre test.<\/p>\n

Historically, I\u2019ve been a total stickler about grammar and style. But, I\u2019ll share a little secret with you (don\u2019t tell), I\u2019m starting to come around. I\u2019m starting to realize that you can have great content that isn\u2019t 100% grammatically correct. I know, heresy coming from me. However, I\u2019ve realized that you can tell me an engaging story, that flows from topic to topic, providing a consistent experience that meets my needs. And if you accomplish those three things, but you have a misplaced comma, or you\u2019ve included a touch of passive voice, well\u2026it\u2019s still going to be great content.<\/p>\n

So there, I\u2019ve said it.<\/p>\n

Need help creating great quality content<\/a>? Contact us.<\/a> We can help.<\/p>\n","protected":false},"excerpt":{"rendered":"

Lots of what I read these days is about tools. Authoring tools, content management systems, translation management systems, terminology management systems, the list goes on and on. Tools are important. Tools have come a long way over the years. They provide many conveniences and allow us to do cool things with content.<\/p>\n","protected":false},"author":3,"featured_media":28421,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5,375],"tags":[],"class_list":["post-28416","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-content-operations"],"acf":[],"yoast_head":"\nFrom Basic to Beautiful: How to Create Great Quality Content<\/title>\n<meta name=\"description\" content=\"What separates great quality content from mediocre content? 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