Naturally, a content marketing strategy must begin with high-quality original content. Detailed thought, care and planning are part of developing original content that is worthy and capable of being repurposed.

So what exactly makes good content that will last well beyond its original publication? Jim Schakenbach, principal of BIGWORDS Content Development, recommends planning before you write.

“Good content requires a content strategy,” he says. “Without proper planning, your content runs the risk of being dull, unfocused and ineffective — leaving you with little or no brand identity, no customer interest and no sales.”

Good content does many things:

• Targets your audience — Whether it’s original or repurposed, content must speak to its intended audience. ProBlogger.net founder and author, Darren Rowse, explains, “To be successful, your content marketing efforts will require you to micro-target your brand and message to new audience sub-segments. So simply rehashing the same content over and over in different formats or outlets probably won’t be as effective as targeting each communication to each specific opportunity and its particular audience.”

• Provides real value for the reader — “Value” can mean many things in relation to content. Maybe your content solves a particular problem for a reader, or maybe it simply entertains the reader and gives them a break from their everyday routine. The key is to provide readers with something more than self-righteous sales promotion. Ultimately, you want your readers to feel compelled to share your content with others by email or social media.

• Builds trust — Good content is meaningful and straightforward with no gimmicks, slick sales pitches or hidden agendas. This helps establish the content’s source as credible and honest — critical elements to building trust among prospects and customers.

If this sounds overwhelming, don’t do it alone. Trust in experts who can help you navigate the content marketing landscape from planning to repurposing.