The Sides Of A Pyramid
Content is supposed to be multi-faceted. They should satisfy three aspects that appeal to the audience, ultimately converging to deliver a message. Each side has an important role to satisfy an audience.
First, the best of content will resonate emotionally with an audience. It should be able to tap into an experience that connects with them on a human level. Emotions are abstract and unquantifiable, making them hard to measure. There is no definitive way to get someone emotionally involved with your work. The truth, honesty, and humanity are good starts.
An emotional hook will only get you so far. Relying on content that is just opinion will fall short on your audience. Introducing facts can help to solidify all claims. This doesn't mean that you should quote statistics in excess – too much of one thing is bad. In the same way a purely factual piece can bore someone, a purely emotional piece can make someone wary.
Now that you have those two sides down, you need to examine the ethics of your work. You need to ask yourself how your work will affect your audience. If you are trying to convince them of one thing, make sure you are doing so with honesty. Are you misleading them? Look at how you are creating your piece and examine how you are delivering your message.
What is your message? An audience should be able to determine the general direction and purpose of your work within the first few seconds of experiencing it. Your message is best received when it is clear and concise. It should never drag on. This is the base of your piece; the base of your pyramid.
All of these elements should converge to create sound content. They all have their own role in satisfying the audience. Using this model, you can create a piece of content solidly without worrying about any wasted opportunities.