No matter what else changes in content marketing — the kind of keyword density you need, the ideal length of a post, the number of images and other elements to include — the one thing that doesn’t change is that you need to create quality, valuable content that provides something for the reader, whether it be information, inspiration or a bit of levity.

But the simple matter of creating “valuable content” is not always a simple one. What seems valuable to one may not seem valuable to another. That leaves many marketers confused about how to devise their content marketing strategy.

Here are a few tips for how to create valuable content and get the results you want:

Write it for Readers

So many marketers get caught up in creating content that will be easily indexed by search engines and help improve their page ranking.

However, that focus leads them to create content that revolves around keyword usage. Headlines might cram in awkward keyword phrases, or the content may be overloaded with keywords.

Instead, you need to write content that reads naturally. Just write the content with no thoughts about how it will be indexed. Write it the same way you would tell it to a friend.

Once you a finished, you can go back and add your keywords where appropriate. The keyword phrase should slip naturally into the content, and it should not read awkwardly. If it does, you are not using it correctly.

You’ll also want to add bolded words, subheaders, bullets and other elements that make it easy for your readers to skim the page. Otherwise, they may get intimidated by the block of text and move on to the next page.

Answer the Questions Your Customers are Asking

Keyword research tools are valuable resources for helping you find content ideas, but they are not the only resources you should be looking at.

You should also be looking at sites like Quora, Yahoo Answers and LinkedIn Answers to find questions being asked in your niche. Check out some of the top questions or the unanswered questions and get ideas for posts for your blog. You can write up a more detailed and nuanced post that answers those questions, which your readers likely already have.

You can also find questions that people are asking through your keyword research. People often search in the form of a question, such as “What is the best bass guitar?” rather than “bass guitar.” These are the best types of keywords to target since they are specific and answer questions that users clearly have.

You can also find questions to answer by looking at your customer inquiries, your blog comments, and even your competitors’ frequently asked questions sections. You can also talk with your customer service agents to find out what questions they frequently receive.

If you can find the unanswered questions your customer have, you’ll be creating even more valuable content. You’ll be giving them the information they need when no one else is.

Make Sure It is Actionable

Your content always needs to include a call to action.

Even if you are writing a post just to inspire or entertain, you should end it with a call to action like, “Like what you’re reading? Make sure you sign up for our newsletter so you never miss a post!”

Your call to action can also ask readers to share the post, to follow you on social media, or to check out related content.

Ideally, your content will include other actionable information for readers. Some great examples are tutorials or guides that show them how to solve a problem they are facing. These posts will get the most engagement because they provide real value for the customer independent of your own goals for sales or engagement.

Make Sure It’s Findable

You might have very valuable content, but if readers can’t find it, they won’t know.

You can make your content findable by include the appropriate page tags and SEO, such as an H1 tag, a few H2 or H3 tags, meta descriptions, keywords, alt tags, and links to other content. This information will help search engines properly index your content so that it appears in the appropriate searches.

However, you must remember to include these items appropriately. Over optimization can made content unreadable to customers or can hurt your search rankings.