Everyone talks about creating “good content” that delivers value to readers. But if you ask what defines “good,” you’ll often get vague answers that chalk it up to subjectivity.

“Good content is what your audience finds valuable,” some might say. While that isn’t necessarily untrue, it’s far from comprehensive. The idea that “good content” is subjective isn’t just incomplete; it’s misleading.

In reality, well-established criteria measure content quality – criteria that have existed for decades and are grounded in a simple truth: content is communication. Understanding this framework can transform how businesses create content, showing that great content isn’t just valuable, it’s measurable.

This article dives into why the “good content is subjective” myth persists, explores the fundamentals of communication that define good content, and explains how online businesses can apply these principles to make their content truly effective.

Disclaimer: You can ignore everything I wrote in this article if you’re a WordPress poet.

Why So Many People Misunderstand “Good Content”

One of the biggest misconceptions about “good content” is that its quality is purely subjective. This belief is especially prevalent in tech-driven industries, where content creation is often viewed through a purely technical lens. Tech-savvy teams tend to focus on SEO hacks, engagement metrics, or branding, sometimes forgetting that content’s primary role is to communicate.

While it’s true that different audiences have different needs, good content isn’t a matter of personal taste or arbitrary value. It’s effective communication that achieves clear goals.

For decades, business schools and communication experts have taught measurable standards that define quality in communication, yet this essential guidance often gets lost in online business spaces. When content is seen as merely a vehicle for driving clicks or algorithmic performance, the importance of clear, effective communication fades.

The Value of Defining Good Content

The defining characteristic of “good content” is its ability to provide value by communicating effectively. In simpler terms, it’s content that resonates with your audience and helps them understand, engage with, or act on what you’re presenting. Without a strong foundation in communication principles, you’re left guessing what “good” means, risking content that may be flashy but ultimately lacks depth and impact.

Good content is not arbitrary. It’s purposeful and measurable.

It’s about presenting information in a way that aligns with audience needs, offers clarity, and fulfills an objective, whether that’s to inform, persuade, or entertain. Without these elements, even the most visually engaging or viral content will lack the staying power of genuinely valuable information.

Content is Communication: Why This Concept Matters

So, what does it mean to say content is communication?

Essentially, it means that any piece of content – a blog post, social media update, email, or landing page – exists to convey a message. The strength of your content lies in how well that message comes across.

This brings us to a classic communication model known as the 7Cs of Communication. These 7Cs, first outlined by Scott M. Cutlip and Allen H. Center, are the foundational criteria that define effective communication. Far from being outdated, they offer a timeless set of standards for gauging content quality.

In an online world saturated with noise, content creators must prioritize clarity, credibility, and relevance. The 7Cs help us focus on what really matters, making sure that every piece of content does more than just take up space i.e. it should fulfill a purpose.

The 7Cs of Communication aka Measurable Standards for Good Content

Let’s break down the 7Cs of Communication and see how they apply directly to content:

  1. Clarity: Your content must be clear, delivering information in a straightforward, understandable manner. Whether explaining a complex concept or announcing a feature update, clarity prevents confusion. For example, instead of “our innovative solutions are unmatched,” say, “our software reduces support time by 40% through automated responses”.
  2. Conciseness: Cut out fluff. Good content respects the audience’s time and gets to the point without unnecessary filler. A concise email update, for instance, should present the key message within the first few sentences rather than burying it.
  3. Concreteness: Specific details add credibility. Vague claims can seem empty, while concrete examples strengthen your message. Rather than saying “we help you save money” you should instead specify “our app saves small businesses an average of $5,000 annually”.
  4. Correctness: Fact-checking and proofreading are non-negotiable. Incorrect information or sloppy errors hurt credibility. Correctness builds trust, ensuring that your audience sees you as a reliable source.
  5. Consideration: Consider the needs and perspectives of your audience. For a WordPress plugin, this could mean avoiding jargon and explaining how your tool simplifies the user’s process, not just how it works.
  6. Completeness: Ensure that your content provides all necessary information to help the reader make an informed decision or take the desired action. If you’re introducing a new feature, include all relevant details – how it works, its benefits, and how to get started.
  7. Courtesy: Approach your audience respectfully and thoughtfully. Courtesy can mean tone and accessibility, making sure that your message is both kind and easy for everyone to understand.

These seven principles don’t just help improve communication – they provide measurable metrics for content quality. If your content adheres to the 7Cs, it’s “good” because it accomplishes its intended purpose through effective communication.

Why Good Communication is Measurable

A key advantage of the 7Cs is that they make “good content” objective and measurable. How?

Clarity, for instance, can be assessed by how well a message is understood. Conciseness by the economy of language used. This is why these principles have been taught and tested in business communication for decades. They work because they address real-world communication needs that transcend any one platform, industry, or trend.

In an age where businesses rely on content for branding, SEO, user education, and more, having a way to objectively measure quality is invaluable. Content that adheres to the 7Cs is more likely to be effective, not because of a subjective belief in “quality” but because it adheres to clear, proven standards of communication.

Why Many Online Businesses Miss the Mark

Why do so many online businesses miss the mark on good content?

For one, the “tech-first” approach often prioritizes optimization and metrics over meaningful messaging. It’s easy to get caught up in producing content that “looks right” on paper – optimizing keywords, including CTAs – without ensuring that the core message resonates. Without a communication-first mindset, content becomes hollow and fails to deliver real value.

Another common pitfall is seeing content creation as a one-off task rather than an evolving process. Good content is not static; it evolves with audience feedback, business changes, and emerging trends. Sticking to the 7Cs can help businesses maintain quality across this evolution, but that requires a commitment to continuously assessing and improving content.

Building Better Content with a Communication-First Mindset

How can online businesses ensure that their content meets the standards of good communication?

Start with the 7Cs as a checklist, evaluating each piece of content for clarity, conciseness, and so on. When writing, ask yourself:

  • Is my message clear to someone unfamiliar with my brand?
  • Have I removed unnecessary words or fluff?
  • Are there specific examples or data points that add weight to my claims?
  • Have I fact-checked to ensure accuracy?
  • Does this content reflect the needs of my target audience?

Once you’ve established these basics, a communication-first mindset should guide everything from content creation to ongoing strategy adjustments. Whether you’re producing blog posts, social media updates, or web copy, see content as an ongoing dialogue with your audience.

Conclusion

The notion that “good content” is subjective and undefinable is not only outdated but it’s a barrier to effective communication. By understanding that content is, at its core, a form of communication, online businesses can adopt measurable standards to create content that is genuinely impactful.

The 7Cs of Communication provide a robust framework, transforming content from a vague marketing term into a deliberate, powerful tool for connecting with audiences.

In a time when anyone can publish content, understanding these principles isn’t just beneficial, it’s essential for standing out. So, remember that “good content” isn’t subjective and focus on building content that’s clear, concise, concrete, and above all, effective.