The Holy Trinity for producing content that engages your audience is quality, value and authenticity. These three attributes are key to creating great content every time.
Of course, that said, content also needs to be presented to your key audience through the right channel at the right time. But no one said content marketing was easy (but your hard work will achieve results).
Without your content can look amateur. Some brands can pull-off the gritty authenticity that comes with low-budget production, but for most businesses visual branding and consistency are core to their value proposition.
Without authenticity your content can seem canned and not get the cut-through you need. Authenticity is what humanises your brand and what differentiates you from your competitors.
If you are not adding value to your audience through your content, why would they bother engaging with it? While it is important, value does not always mean content needs to be serious in tone. Value can come in the form of humour, entertainment or storytelling. Try a variety of content styles to find out what resonates with your audience.
The most important take-away is not just to strive for the trifecta in your content creation endeavors but to experiment! No one gets it right all the time and sometimes something random will strike the right cord and you will be surprised with your success.