While she doesn’t do this very often, Flavia went scouring through articles on popular platforms like Forbes and HubSpot to see which factors are said to contribute the most to how good a piece of content is. The goal? To describe how an editorial marketer sees those factors and give you a better way of assessing your own approach to creation, distribution, and assessment.

The first two factors Flavia dives into are relevance and engagement, both of which tend to decrease the more you focus on increasing them. For relevance stems from creating something useful (which starts with your intention), while engagement is based on a simple belief system that can be altered.

Exercise 1

Write down a description of how you’re currently assessing relevance and measuring engagement. Can you see a moment (preferably in the near future) when that approach transforms into something more values-driven? What will it take to get yourself and your organization to that point? Write a list of the steps you plan on taking to make that change.