How to Create Content that Matters


As content marketers, every time we set out to create impactful content for brands and companies, we’re faced with the same question: how do you create content that matters?

In today’s always-on world, consumers are flooded with content, and it’s becoming more difficult for brands to reach and connect with their target audiences. Unless your content strikes a chord with consumers, it’s as good as forgotten.

So, how do you create content that matters? Well, one of the first steps is to align it to your customer journey. The second is to make sure it’s discoverable, valuable, and shareable.


There’s no point in creating content if no one can find it. An easy way to make your content more discoverable online is to incorporate metadata into your posts. Use categories and tags to organize and surface content on your site by topic or type. Metadata also helps makes your content more discoverable in search engines.

Once your content is posted, share it through your branded social media channels. This is a great way to expand your reach and start to engage with influencers. Be sure to pair your content with specific, relevant, and appropriate hashtags to make your content discoverable by target audiences.

For start-ups, it’s also a good idea to seek out strategic partnerships. Identify established start-ups or businesses that cater to an audience similar to yours, and approach them about co-creation or co-distribution opportunities. This is a great way to promote your content to new audiences and affords you the opportunity to create unique stories and content.


This is the most crucial component of any piece of content, and unfortunately, the piece that some content writers miss. If your content isn’t valuable, customers won’t care about it.

How do you know if your content is valuable? Think about how useful it is to your readers. The benefit of reading your content must outweigh the time they invest in reading it. That means you need to provide an incentive for your readers – whether it’s information, education, or entertainment (if you can provide all three – you’ve nailed it!).

The best way to ensure value is through a deep understanding of your customer. Develop detailed buyer personas, and craft your content around providing advice and solutions for solving their biggest challenges.


A great piece of content will tap into your audience’s intrinsic desire to share. There are different reasons why readers share content – whether it’s social validation, entertainment, or practical value. Your job as a content marketer is to create content that taps into your readers’ emotional needs and encourages them to share with as many people as possible.

Develop content that plays into readers’ positive emotions – such as excitement, delight, awe – to drive engagement and build a positive associate with your brand. Then, pair that with practical and useful aspects to create content that readers will be likely to share.


Creating content that matters comes down to caring about the content you create. If you approach your content strategy with the core needs of your audience in mind, you’ll be on your way to creating content that truly matters in the minds of your customers.