5 Characteristics of Compelling Content Marketing

Marie Ennis-O'Connor
3 min readSep 13, 2021

While social media trends come and go, one thing is here to stay — content marketing.

If you’re serious about marketing your business online, you need to create more compelling content.

By including at least two or more of the following characteristics you will greatly increase your ability to create content that people are eager to read and share.

1. Compelling content is purposeful

Creating compelling content begins with having a clear purpose in mind. Every single piece of content you produce must have a purpose. Without a clear purpose you risk creating content on random topics at random times with no clear purpose in mind.

Take action: Creating a written content marketing plan will help keep you focussed on purpose.

2. Compelling content is highly relevant to your audience

For content marketing to work, it must be high-quality and relevant to your target audience. All successful businesses are based on their ability to meet the needs of their audience and content marketing is no different.

As you think about creating content, focus your strategy around your audience’s needs and interests. What kind of information are they looking for? What problems can you solve for them?

Once you know exactly who your perfect customer/client is, and exactly how you can help them best, you need to structure your content around those issues.

Take action: Creating audience personas is a crucial part of designing your content strategy and truly understanding who you’re trying to reach. Download my audience persona template here.

3. Compelling content draws readers in with a captivating headline

A good headline frames your content. One of the ways to make your content more shareable is to write better headlines.

According to CoSchedule, how-to, list, and question headlines tend to get the most engagement.

  1. How To {Do Something} That Will {Help You Experience Desired Result}
  2. {#} Ways To {Do Something}…

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