Content is everywhere – scrolling through social media, browsing a website, or opening your inbox. But not all is created equal. Some falls flat, while others spark engagement, drive sales, and build lasting trust. With the recent implosion of AI generated content and use of smartphones, we have seen platforms inundated with bad content. Suddenly everyone has become a content creator! So what separates “just content” from great content?
At 2LabsMarketing, we believe great content is more than words or images—it’s a bridge between your business and the customers you want to reach and truly connecting with them. Here’s what makes it truly stand out:
Six Pillars to Great Content
1. Great Content Starts with Strategy
Before you ever write a caption, shoot a video or design an ad, you need a clear strategy. A well-thought-out content strategy ensures that every piece has a purpose—whether it’s attracting new customers, educating your audience or driving sales.
Without strategy, content can feel random and disconnected. With strategy, every post and campaign works together, creating momentum for your business. Here are all the things we address in our content strategies for clients.
Pro tip: Businesses here in Hartford, CT often compete for attention in crowded markets. Having a content strategy ensures your brand rises above the noise and reaches the right people.
2. Great Content Tells a Story
The best content connects emotionally. Storytelling makes your brand relatable, authentic and memorable. Instead of just saying what you do, tell the story of how you help, the problems you solve and the people behind your business. Brands often make the mistake of posting a picture and a few words but rarely connect the dots that help people connect to the image(s).
For example, a construction company might just share before-and-after project photos without including a narrative about a family finally moving into their dream home. That emotional angle transforms simple photos into powerful marketing.
3. Great Content is Optimized for Search
Even the best story won’t reach people if they can’t find it. That’s where SEO comes in. Search engine optimization ensures your blog posts, website copy, and videos rank where customers are already searching.
Here’s the balance: write for people first, then optimize for Google. That means using the right keywords naturally, writing meta descriptions, and keeping your content fresh and relevant.
For example: If you’re a business in Hartford ranking for “SEO services in Glastonbury” or “best content agency near me” makes you easier to find—and easier to choose. Do you even know what this means? If not, it may be time to hire a professional. Now we’re even getting into terms like GEO which has to do with how you’re being found by AI searches.
4. Great Content is Visual and Engaging
Content that stops the scroll is often visual—photos, videos, graphics. The right image or video can communicate in seconds what a block of text might take minutes to explain.
But visuals should always match your brand. Crisp, professional photos and videos signal quality, while sloppy content can unintentionally turn customers away. Back to our opening paragraph, we’re finding more than ever many brands aren’t investing in quality content. Rather than hiring professionals, they are trying to do it themselves but missing out on important editing skills. This jeopardizes their brand integrity and quality of the overall quality of content they are putting out which ultimately reflects poorly on their business. The takeaway here is, what is the message you are trying to convey? This may get lost in translation for many reasons:
- The most obvious is you didn’t have one
- Your image doesn’t match your text
- You don’t have the editing skills (especially video)
5. Great Content Builds Trust Over Time
One viral post won’t grow your business. Consistency builds trust. When people regularly see your brand show up with valuable, authentic content, they’re more likely to believe in your expertise and choose you when they’re ready to buy.
That’s why it’s important to think of it not as a one-time project, but as an investment in your long-term growth. Check out all the types of content we produce.
6. Great Content Moves People to Action
Finally, great content doesn’t just entertain—it inspires action. That might be clicking “Learn More,” filling out a form, scheduling a consultation, or simply remembering your business the next time they need your service.
Every piece should end with a clear next step often referred to as a call to action.
We’ll Leave You with These Thoughts
Great content is strategic, authentic, optimized, visual, consistent, and actionable. When you get all six working together, your marketing starts to feel less like guesswork and more like growth.
At 2LabsMarketing, we help businesses here in Manchester, CT and the surrounding areas create and execute content strategies that attract the right audience, tell their story, and drive results. Whether you need photos, videos, SEO, ads or a full plan—we’ve got you covered. We recently pivoted from just managing brands social media channels to content strategy and creation because as this blog outlines – you have to have a strategy in place to grow your business. It all starts with attracting the right audience by determining the right types of platforms to be on and what types of content to produce to connect and create trust.
Ready to see what great content can do for your business? Contact us today to get started.