They make their content meaningful
58% of marketers said "original written content" is the most important type of content, outdoing visuals and videos. - Social Media Examiner
Effective content could be boiled down to two key purposes:
Expert content marketers are communication ninjas that blend creativity with psychology. It's imperative to craft messages that convey expertise in a targeted product or industry, while effectively tapping into the emotional need for social interaction and validation that just about everyone has.
Insightful content is important, but tactical emotional connection and engagement can have more appeal than the most eloquently written article. So a focus on creating content that resonates with an audience is key.
A brand's message needs to be easy to read and should spark a response from your market. Whatever message conveyed should attract readers, inspire them to engage, comment, click, repost and spread the word.