Good content does the job the marketer wants from it. Make sure you have an effective content marketing strategy first. This will help you understand if a piece of content is doing its job.
So when creating your content, reference your strategy, will this content help deliver on that goal.
Then once you have published it, check the data, are people consuming it. Are enough people seeing it? It is likely you will need to make one or two rounds of improvement to do that.
That’s what the best content does, it is a seamless win/win for the brand and the consumer. Each getting what they need from it.
See our guide on content marketing strategy if it needs a refresh.