What counts as great thought leadership marketing content? Bad content? So-so content? If you don’t know the difference, how will you be able to tell whether or not your organization has great content? I sincerely hope you’re shooting for greatness.

Every month I’m going to critique a website and evaluate the thought leadership marketing content it presents. I’ll generally focus on organizations that offer great content so you’ll see what great content looks like (and, I hope, be able to use some of the ideas discussed in developing your own great content). I’ll look at the following five factors when I evaluate the content:

Strategy

Great content is part of an overall marketing strategy that communicates a clear, consistent vision and contributes to positioning the firm as a thought leader. Since it’s a marketing strategy, the objectives are usually to create awareness, generate leads, nurture leads, and/or foster customer loyalty. What do I look for?

• Does your content deliver value to your audience?
• Does your content build trust in your firm?
• Does your content drive decision-making?
• Does your content have a compelling point of view?
• Does your content inspire, educate, entertain?

Relevance

Great content means there is just the right amount of significant, interesting text, audio, and/or video to meet the needs of your audience throughout the phases of their buying cycle. What do I look for?

• Does your content demonstrate that your firm is aware of and knowledgeable about the issues that concern your audience?
• Does your content create a preference for your firm, creating the emotional engagement needed to distinguish your firm from your competitors?
• Does your content motivate action—whatever action you’re looking for from your audience?

Format

Great content comes in multiple formats (see Junta42’s Content Marketing Playbook). First, because some formats are more appropriate to certain phases of the buying cycle. Second, because people have preferences in how they like to receive content. What do I look for? Your content should be available in diverse and appropriate formats:

• Publications (e-books, newsletters, white papers, research reports)
• Social media (blogs, facebook pages, tweets, videos)
• PR (press releases, news items, interviews)
• Events (webinars, seminars, podcasts)

Creativity

Great content is well-written, well-spoken, well-designed, well-delivered with audience needs in mind. It’s compelling, engaging, useful. What do I look for?

• Does your content present a clear, authoritative point of view?
• Does your content show evidence of an integrated editorial strategy?
• Does your content engage your audience?
• Does your content offer in-depth, targeted, credible information?
• Does your content demonstrate a compelling visual design?

Accessibility

Great content is found content. Your audience has to be able to easily find the content that will meet their current needs. What do I look for?

• Is your content easy to find, easy to read/watch/listen to?
• Are there means for interacting and engaging with your audience about the content?
• Is your content socialized (made available through various online channels)?
• Is your content freely available? If not, what’s the price: an email address, detailed contact information, cash?
• Can your content be distributed easily to wider audiences?

So, is your thought leadership marketing content great? I’ll be rating website content on how well it addresses the factors outlined above. If you want me to rate your site, send me a brief request with your website address and I’ll be glad take a look.