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7 Characteristics of Great Content Marketing

Content drives business, and at any given moment buyers are searching for information that will inform them, educate them, or help them solve a problem. Whether it’s a data sheet, white paper, demo script, or web page, marketing content needs to speak to the needs of your prospects and customers while being geared to targeted points in your sales process.

It can be a delicate balance, but getting the right message to the right person at the right time offers tremendous upside: it establishes credibility and authority, creates brand affinity, and – maybe most importantly – reduces sales resistance.

So how do you craft great marketing content that gets results?

While there’s no cookie-cutter methodology for every business, there are specific characteristics that most, if not all, successful marketing content shares.

This guide gives you the top seven characteristics – and also gives you the seven best practices for developing content that resonates with your target audience, no matter where they are in the buying cycle. 


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