How can you be sure that your content is not just good, but great, especially when working in an agency where client preferences shape the final output? It’s a common dilemma faced by writers. If your confidence hinges solely on initial reactions, you’ll find yourself in a constant state of stress, questioning whether your work meets the expected standards.

To address this, we’ll break down the process into two parts: what you can do during content creation and what to do post-publication when your content is hopefully engaging your audience.

E.A.T Your Way to Quality

Quality is subjective, but there’s a universal standard for online content that we can’t ignore: Google’s E-A-T guideline, which stands for Expertise, Authoritativeness, and Trustworthiness. While not a direct ranking factor, E-A-T is crucial because it’s what human readers (and therefore search engines) seek in content. So, how do you ensure your content adheres to this standard? Here’s a checklist:

• Audience-Focused: Write in the language your target audience understands, covering relevant topics.
• Grammatically Sound: Minor typos can slide, but consistently poor grammar won’t fare well with Google.
• Accuracy Matters: Check your facts, cite sources, avoid broken links, and keep information current.
• Readability is Key: Make your content scannable with headings, lists, and media, and ensure it’s responsive across devices.
• Length and Depth: Your content should be comprehensive without unnecessary fluff or being too brief.
• Accessibility: Ensure it’s readable and navigable for all, including those using screen readers or voice commands.
• SEO-Optimized: Use the right keywords and search intent to attract the right audience.
• Original and Valuable: Offer unique insights, not just regurgitated information.
• Goal-Oriented: Align your content with business objectives, targeting the right audience and actions.

Beyond E.A.T

You’ve employed E.A.T. in your content creation. Now, you’re eyeing those heat maps, social media reposts, and likes. While these metrics are valuable, they can be fleeting and may not fully represent the quality of your content. True, likes and shares are positive, but they lack sustainability. It’s the quality that ensures steady engagement over time.

Here’s what you need to consider in creating a content effectiveness measurement system:

• Gathering Reliable Feedback: Efficiently and regularly collect feedback on your content.
• Analyzing the Feedback: Timely and consistent analysis is crucial for gaining insights.
• Tracking Information: Monitor changes and results over time.
• Comparing Performance: Use industry benchmarks to understand where you stand.
• Consulting Expertise: Research and best practices are vital for interpreting and acting on insights.
• Prompting Action: Utilize systematic reminders and easy reporting for ongoing improvement.

Let’s Wrap This Up

Measuring content quality is challenging due to the myriad factors involved. However, remember that quality content should be helpful, relevant, and aligned with business goals. Focus on these objectives, and you’ll create content that not only meets but exceeds expectations.