Good content depends on • Highlighting (usually, a great headline/share title); • The audience; • Content form; • The KPI. Conversions or comments? Visits o

Good content depends on • Highlighting (usually, a great headline/share title); • The audience; • Content form; • The KPI. Conversions or comments? Visits or shares? Etc. • The content itself; • Incentivizing distribution. If you say that good content is "not what most people share or reply to" then what KPI (Key performance indicator) are you measuring by? For example, with a good influencer strategy, shares can be more important than outright clicks/visits, because getting your work to spread results in more clicks/visits down the line.