Content is good, but not all content is created equal. Find your content “unicorns” and turn them into your main traffic driver. 



Quality content can give Google and potential customers faith in your brand. But what is “quality content?”  Quality content meets or exceeds your audience’s expectations and helps them solve a problem (or just entertain!). It could be a blog/article, photos, videos, infographics, graphs, white papers and much more. Some say that content quality is defined by its length (number of words for an article), structure, keywords it contains or visuals it comes with, but really there is just one goal: your customers love it.  




According to the Havas Group Meaningful Brands study, 84% of people expect brands to provide content that entertains, tells stories, provides solutions, and creates experiences and events. This keeps users engaged, coming back to your website or social media, and moving down your sales funnel. Good content helps reduce the bounce rate and increase factors such as time on page and page/session, and Google takes that into account when ranking your site.

Illustration of a quality lead



In reality, not all content will work. Wordstream illustrates this phenomenon with Unicorns and Donkeys. The Unicorns are the few high performing stories, while the Donkeys are the rest of them and that is actually good news. These unicorns help us create new, better content. There are some amazing tools out there to help us see what content is working and what is likely to work. Then, we need to test, test, test.

Google Analytics, Facebook Insights and Google Ads are some of the tools you can use to identify your unicorn content .

  • In Google Analytics, a large amount of page visitors, with a longer average time on page and high goal completions are good indicators for good content. To access these metrics, simply go to your Google Analytics account > Behaviour > Overview.
  • Facebook Page Insights shows all types of engagement with your page. It’s invaluable data! By seeing and sticking to what works (in terms of shared images, videos, links and text), you will get closer and closer to creating content that your audience loves. Go to your page > “Manage Page” > “Insights”. 
  • If you’re using Google Ads, check which search terms people are using to get to your website. The number of clicks and conversions for each search term will show you if your audience responds well to it. In Google Ads, go into “Keywords” > “Search Terms”. (read the difference between a search term and a search keyword here.)
  • Keyword analysis can be used not only to identify what works best already but also to find new topic ideas. Try Ubbersuggest or the Keyword Surfer Chrome extension. Another way to get your hands on trendy topics: Google Trends
Illustration of a user reading quality content

All good things are rare and high quality content isn’t created in just a minute. In a nutshell, the recipe for good content is:

  • Strategy & Structure: before diving into the writing of your content, make sure to have a solid, logical strategy that helps you organise your different content and guides you in its creation. Use your data, do your research, and create a content plan.
  • Passion: yes, it needs to sound professional, yes it needs to include information, but it can still be entertaining! You, dear business owner, ARE passionate about your business or you wouldn’t be doing it. Show that passion! Write like you’re explaining the content to a friend you haven’t seen in a while, and then add the sales-y bits (like CONTACT US hehe).
  • Information: Include as many facts, data, insights and visuals as you can as long as they are relevant to your topic and audience.
  • Check the data of previous posts, and try again.



    Did you know that Google ACTUALLY checks your website content when you create ads with them!?! The determines your ad rank, cost per click and much more. Try all you like, but a bad website means poor advertising results.

    The best thing for pleasing Google is to use the same wording, tone of voice and keywords in your ads and on your website. That way, the Search Engine knows that your content is relevant in your domain/ niche and will promote it more easily.

    As you can see below, in the Google Ad Manager help, it is the first point in “Best practices for ad traffic quality


    Google's "best practices for ad traffic quality"


     To sum it up, the perfect recipe would be something like “quality content on website + quality content in ads = best basis for reaching a quality audience and retaining it. ”

    The internet is full of content but quality content sticks out. Try out our techniques to spot the trends and let your creativity speak. Your customers will love it ?.


    For more “in depth” work on your website and how to make Google like it, check out our tips for a search engine friendly website.

    Get in touch if you have any questions or need help with your digital marketing. 


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