How to make great content

There is a simple definition to define great content: content that reaches the goals that were set. Before making content, you have to think about the type of content that you want to use, and what media is most useful to reach your goals. There are three categories in which content can fall. It can be used to entertain, to inform or to instruct.


Enjoyable content is mainly used to remind the reader of your company and to inspire them to share your content or create their own. According to research, this category is mostly interesting for companies that want to strengthen the relationship with their already existing customers. If you want to let customers get acquainted with your brand, want to convince them of your products’ quality, or want to better brand loyalty, then informative content is more useful. In order to share more in-depth knowledge about the use of your product, it is recommended to use instructive content.


Not just the information, but also the way in which this information is presented is important when it comes to making great content. You can make a choice between static or dynamic content. Static content, which is what we do most of in our print campaigns, can be used in many different ways. When one want to entertain, it could be good to go for a cartoon, a photo or a one liner to really grab the attention of our readers. Information can best be spread in an article, white paper, report or infographic. Instructing is best done via a white paper, or a user manual. All of these forms of content can also be used in our campaigns. Where dynamic content is hot and happening, static content actually is more effective in a lot of cases, because you spend as long as you need on it, which makes it more effective on the long term.


What form to choose?
We will focus on a few forms that we can use in our papers perfectly: the whitepaper, infographic and the report.


Best used for: thought leadership, lead generation, information gathering
Educational content about specific topics, used to better relationships with thought leadership as its goal. Next to that, a whitepaper is very useful to gather leads and to supply readers with useful information. It is used for sharing knowledge about a vision, a development, or about products or services. It is in no way a commercial document. You should give as many objective bits of advice as possible. Use short alineas, use separate columns and use numbers and figures to enhance readability.


Best used for: thought leadership, enlarging reach
An illustration that shows the relations between separate parts of a process, a system of a step-by-step guide. The infographic is useful for enlarging your reach because it can be easily shared. It has to be interesting for the target group, but also done simply, and easy to understand. Use simple language, that non-specialists can understand.

Read more about infographics here.


Best used to: bettering your credibility, lead generation and thought leadership
Just like a whitepaper, a report is meant to share knowledge with your customers, only it is based on specific research into a trend or situation. It has to be made in clear language that can be understood by non-specialists.