Helpful, Relevant, and Engaging

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This is the only content marketing guide you'll ever need to read.


It's not complicated.



What you write needs to be just three things:

  1. Helpful
  2. Relevant
  3. Engaging

That's it. That's the secret formula. Let's break it down.


The content should provide value to your readers. This means that you need to understand their challenges and aspirations.

This is "The Seeker" from  Answer the Public.  He helps you find helpful, relevant topics to write about. It's your job to make it engaging ;)

This is "The Seeker" from Answer the Public. He helps you find helpful, relevant topics to write about. It's your job to make it engaging ;)

What problems are they having and how are you helping to solve them? Write about that.

What do they want to achieve and how can you help them? Write about that too.

One website that is incredible for finding helpful content is Answer the Public. You simply type in a topic and it outputs suggestions on blog topics. It's amazing.

I use it all the time in conjunction with Google Keyword Planner because I want to make sure that a large enough audience is actually searching for a particular topic.


Is what you're writing about relevant to your audience? Is the it the appropriate subject at the right time?

This seems obvious but think about all the times someone has shared something with you that you just don't care about. Or when brands Email you links to blog posts that you just don't care about.


This is a tricky one.

You want to write content that people actually enjoy reading:

It's not what you say, it's how you say it. – my art teacher

Tips for writing engaging content:

  • Speak in plain language; avoid jargon.
  • Use images, videos, or animated gifs when possible. 
  • Be authentic. Don't polish it up. Your blog is not The New York Times. Keep it real. Reveal your process. Show the work that goes on behind the scenes.
  • Highlight important words.
  • Include links and source material. People love to discover new things. It's OK to share where you got your info.
  • Remove superfluous words.

Steven Matt

I am the Director of Digital Marketing at one of the world’s largest financial institutions. I teach Digital Marketing courses to small businesses on behalf of the NYC government and General Assembly in NYC. I am a graduate of Pratt Institute in Brooklyn with a Bachelors degree in Communications Design. I have a Masters degree in Management and Technology from New York University. In my spare time, I organize volunteer glass cleanups in NYC parks and I make jewelry out of the broken glass that I and the volunteers collect. I sell the designs at an artisan market in Brooklyn.