Content Marketing Tactics: What High-Performing Pieces Have in Common

Think back to your last Google query. Of all the search results that appeared, you probably clicked on a few pages, maybe three or four. But chances are you only stayed on one.  

You may not remember how or why you got there. You may have even thought it was a completely mindless choice — but believe it or not, you did not engage with that content by chance.  

That’s strategic marketing at work, influencing decisions through carefully crafted messaging that feels natural yet purposeful. These content marketing tactics guide how high-performing content pieces attract and retain readers. 

Content is like cake. The best kinds blend art and science. By understanding the recipe of a high-performing piece, marketers can create high-impact content that meaningfully connects with their audience and generates long-lasting results. 

They are easy to read and navigate 

The digital world has opened us up to a universe of content readily available at our fingertips, but our attention spans are shorter than ever before. Readers today have infinitely more choices about when, where, and how they source their content.  

This paradox demands marketers adapt their content to meet the evolving needs — and screens — of the modern consumer.  

Generally speaking, if two articles cover the exact same topic but one outperforms the other, it’s extremely likely that the top-performing piece was much easier, and more enjoyable, to read. In fact, research shows us just how much readers value that sense of ease, with 88% of customers saying they are less likely to revisit a website with poor user experience. 

Readable content provides a positive user experience by adhering to a clear structure. That means minimal pop-up ads, uniform text with paragraph breaks, clear headers and subheads, concise language, and as little jargon as possible. Writers should also consider how a user might experience their content on a desktop versus a mobile device. 

When creating content, marketers should always ask themselves, “How can I make this better for the end user?” 

They are authoritative and trustworthy 

High-performing content establishes credibility through evidence and expertise.  

Let’s use a practical example: You’re researching information about migraine treatments. You would be more likely to read an article from The New York Times about a breakthrough treatment on migraines, with commentary from a panel of medical doctors, than a blog from an individual with no healthcare background or personal connection to migraines.  

For marketers to build authority, especially those representing up-and-coming clients, they must refer back to credible sources and back up their claims with concrete data. 

These tactics are essential to building trust, and in turn, high engagement with your content. 

They have images 

Visual elements, like icing on a cake, are both a decoration and a feature. High-performing content includes relevant images, infographics, charts, or videos that support and enhance your written message. 

A 2,500-word report with compelling charts and imagery will be much easier to read than a 1,200-word article with none of these elements. 

The right imagery, especially data visualizations, can also explain complex concepts faster than paragraphs of text. They break up long blocks of content, making pieces easier for audiences to grasp and more digestible on social platforms.  

Remember: Quality matters more than quantity. One compelling, relevant image often outperforms multiple generic stock photos. The best visual content tells a story on its own while also reinforcing your main message.  

They are optimized for search 

Search engine optimization (SEO) doesn’t mean stuffing your blog with keywords and hoping one will stick. High-performing content genuinely serves the user’s intent — whether they are seeking general information, considering a product or service, or are ready to make a buying decision. 

Content that connects will carefully target specific search queries while maintaining natural, readable language throughout. 

Effective SEO integration includes strategic keyword placement in titles, headers, and body text, as well as optimized meta descriptions, title tags and alt image descriptions. The best content also earns backlinks naturally by providing valuable information or perspectives that other sites want to reference. 

When your content is easy for search engines to understand and index, it reaches more of the “right” people. 

They add unique value 

You, by way of your content, should be able to answer this crucial question: What value do you bring to your audience? Is your content educational, entertaining, or aspirational? Is it all or none of the above?  

Rather than attempting to check every one of these boxes with each piece, high-performing content fulfills a clear purpose. To position your content as a go-to resource, consider including actionable frameworks, checklists, templates, or step-by-step guides that readers can implement immediately. 

Aligning content with user intent and giving concrete next steps can help you level up a piece, taking something that was merely informational and turning it into something vital and solution-oriented. 

Ready to bake a high-performing piece? 

High-performing content doesn’t happen by accident. It is thoughtfully designed to maximize visibility, reach, and engagement using proven content marketing tactics. 

The five essential traits we’ve explored — readability and navigation, authority and trustworthiness, visual elements, search optimization, and unique value-add — work together to create content that not only captures attention, but retains it. 

Just as a skilled baker knows that missing a core ingredient like flour will ruin the entire cake, successful content creators understand that overlooking any of these areas compromises the final product. The most effective content strategies follow a proven recipe while allowing room for creative experimentation — testing different “flavors” through A/B testing headlines and visual formats, adjusting the “temperature” by optimizing for different audience preferences, and refining the process based on what rises to the top in performance data.  

By mastering your own content marketing recipe and building a library of evergreen pieces that compound in value over time, you can build a content stack that stands a reliable source of ongoing organic traffic, backlinks, and audience engagement. Just as a perfect cake will keep people coming back for more, well-baked content will continue delivering results long after publication.