The 4 rules of quality content

Cheryl Conner blogs at  Forbes:

1. Quality content is interesting and compelling (thus the reasons companies are hiring so many journalistic writers these days). Interesting writing is something journalists, by and large, know how to do.
2. Quality content contains information that people actually want to know. It inspires them. It provides value-add. It is content they are looking for, as opposed to being material marketers pummel them with. It provides them with meaningful evidence to consider as they make business and consumer decisions.
3. Equally important, quality content is material that is clear and readable. It is well written. Most of the time, that also means it’s concise.
4. Most important of all – Quality content is authentic. It is not phony, contrived, disguised or even sneaky (perhaps deftly communicated, but never hidden or sneaky) about the motives it holds.

She also offers 10 commandments for brand journalism.