What is good content?

Is what is good subjective or is there a formula you can follow to success? Both and neither, really, because what qualifies as good content depends on a lot of different variables. Content that works on one platform, might do little on another; what persuades one audience might deter another; and content that serves one purpose might hurt another purpose.

So how do you decide what piece of content to create and where to publish it? A content marketer, like me, can help you out. Either by helping you to create the content based on your needs and wants, or by creating a strategy for you, or both.

To be good, all material you put out as a brand or business should fit into your strategy. Strategic content does not mean you are stuck in a framework with no room for flexibility. Strategic content helps you to reach your business goals, to do that you need the right material, at the right time, for the right platform or communication channel.

High quality content leads to business success

No matter what form of communication you are using, the best way to be assured of creating consistent high quality content is with the help of a content strategy. This will help you to keep the tone of voice of the material you publish consistent and recognisable to your audience. Which in turn helps to improve your business reputation.

Having your strategy top of mind while being creative, will make sure that what you create reflects your brand identity and values. While also targeting the needs and wants of your audience, and through that to increase engagement and conversions. All this, because your strategy will have all this information available to you at a glance.

What makes good content for a website?

Your website serves a purpose for your business. The content you publish on it should help you towards this purpose in order for it to be good. The most common purposes of a website are:

• Raising awareness

• Generating leads

• Sell products or services

• Provide information

Your website can serve multiple purposes, of course, so do not limit yourself by focussing on one singular purpose.

Due to the nature of how people use the internet, your content needs to do more than just help towards serving a purpose. You cannot rely solely on direct traffic. Your website has to work for human visitors as well as search engines and (whether I like it or not) large language models, also known as AI.

This is where SEO (Search Engine Optimisation) comes in, its practices help for both search engines and LLMs. Which means that the real question for websites is ‘how to write good SEO content that also works for people?’ The answer is: it by combining keywords, structure, links, and meta data while still making your website content unique, inspiring and persuasive.

Of course, the type of page you are creating on your website will define how much room there is for these things. A home page will have less text than a blog post, for example, while a product page might have equal amounts of text and visuals. But there should always be unique, well structured content on each page, both for SEO purposes and to keep people engaged.

Is AI generated content good for SEO?

No, you want to avoid AI generated content as it is bad for both SEO and people. By its very nature AI generated material is not unique; it is an amalgamation of existing ideas, often filled with hallucinations, and not a singular original idea. That does not work for SEO, and people do not want to spend their precious time reading something, you did not want to spend time writing on.

Yes, people can tell when something has been generated by AI. But also, from 2 August 2026 (in the EU), you are required by article 50 of the EU AI Act to add a disclaimer to AI generated material. Publishing AI generated material can lead to a break in trust among consumers, and without trust they have no reason to buy a product or service from you. Creating content yourself, or hiring someone to do it for you, is just better.