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Good content, above all, is all about the story.
That’s according to new research from Google and Talk Shoppe, a research agency. Google wanted to find out how viewers determine the quality of content.
Why we care. While the findings of Google’s research are geared toward visual content (specifically: YouTube), the broad lessons can be applied to any type of content you create.
Good content has four elements:
1. Relevant. People want content relevant to their interests. But they also want content that is created by approachable and relatable creators.
Key stat: 80% of people are more open to advertising or branded content when the content is relevant to them.
2. Intellectual. People want content that introduces them to new things. This includes brands.
What types of content? It could be an educational series, a how-to or a product review.
Key stat: 88% of people said YouTube helped expand their perspectives or ways of thinking.
Is this statistic in conflict with the first stat? Yes, at least partially. But the use of the word “intellectual” may be the issue.
Many people seek out content that reinforces things they already believe, regardless of the level of “intellect.” That’s why over the past decade there have been so many concerns around filter bubbles and what engagement-driven algorithms recommend to us.
3. Sensorial. Good storytelling is all about the details. For video specifically, people said “unique storytelling or production” can be more stimulating than “cinematic quality.”
Key stat: 94% of people
Read more here: https://searchengineland.com/good-content-google-research-385414