Content Tips: What "Good Content" Means, According to Top Marketers

Feb 02, 2017 Olivia Carroll

Content Marketing, Execute, Marketing Trends

Forbes recently posted an article entitled, “10 Top Trends Driving The Future Of Marketing.” In the article, they say “the need for good content will not slow down. Ever.”
If we accept this idea to be true, then it’s essential for marketers to focus on content marketing. But, what exactly is “good content,” and how is it achieved?
To answer the question, we’d like to share content tips from four influential marketers. All of these marketers specialize in a different area of marketing, but all have thought-provoking theories on how to move the needle with content marketing.

Brian Clark

Brian ClarkBrian Clark, SEO & copywriting expert and CEO of Rainmaker Digital is the founder of the risibly witty and pragmatic blog, CopyBlogger. Due to his insightful perspectives, Clark has over 60,000 followers. Clark is pensive and dynamic. His blog is crisp, metaphorical and written empathetically from the perspective of customers. In an interview with HubSpot, Clark weighed in on the concept of blogs that are purposefully controversial as a branding strategy:
Brian Clark quote

Neil Patel

Neil Patel

Next, we look at Neil Patel, who is the co-founder of Crazy Egg, Hello Bar, and KISSmetrics. Patel’s list of accomplishments and recognitions is endless. He helped companies like Amazon, NBC, GM, HP, and Viacom grow their revenues and Forbes called him one of the top ten online marketers. Patel has even been recognized as a top 100 entrepreneur under the age of 30 by President Obama.  
Patel leads his companies on the principle of constant feedback from customers and consumers – he believes this produces the most effective product. Patel evokes an attention to detail to contribute to overall success. From Patel’s e-book, he invites this bit of advice: 
Neil Patel quote

Ann Handley

Ann Handley

Ann Handley is the chief content officer of MarketingProfs and author of the book Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content which is a Wall Street Journal bestseller. Handley’s blog is exciting, entertaining, and brilliant. Almost all of her blog posts involve pop culture references. The blog discusses cutting edge ways to view content and affect notions of quality content. She is also the co-founder of, one of the first sources of interactive marketing news and commentary. Because of her expertise in content, Handley acts as a keynote speaker and currently has 260,000 followers on Twitter, and her best-selling book has been translated into nine languages. On her blog she talks about the importance of creating a distinct tone of voice for your content:
Ann Handley quote 

Mari Smith

Mari Smith

Mari Smith is known as the “Queen of Facebook.” She is the author of “The New Relationship Marketing” and “Facebook Marketing: An Hour A Day.” She was also named one of Forbes’ Top Ten Social Media Influencers three years in a row. Smith teaches techniques that drive traffic, subscribers, lead generation and conversion, client growth, affiliates, lucrative strategic alliances and targeted media attention. Consequently, Smith is a natural public speaker. She travels the nation giving talks about how social media can generate sales revenue. In an interview with Buffer, she spoke on the importance of identifying the purpose of your content before you get started:

Mari Smith quote

These are just a few bits of advice from some marketing experts about what good content actually entails. For more tips on writing great content, check out our Get More From Your Content: The Definitive How-To Guide.

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