Some things we know to be bad as soon as we encounter them, like spoiled milk. But classifying content marketing as “good” or “bad” is a much more nuanced situation. Sometimes it comes down to luck; bad content can get results; good content can languish unnoticed.

Here are some examples of good content and bad content, and 7 characteristics all good content has.

“I’ll get to marketing when everything else is in place,” you think. “We’re a technical company. The product itself is enough enticement. We want to acquire more users, so we need to focus on releasing and sharing more features.”

My friend, come sit and let me tell you with all kindness and your best interest in mind and let me tell you how wrong you are.