The two most important aspects of any B2B advertising medium are content and audience. In order for the magazine, website, digital magazine, or e-newsletter to be of value to an advertiser, it must have both.
If you have great content but the wrong audience, it is of little value. It you have the right audience with poor content, the magazine or e-media product is not going to be used much. You must have both.
How do you judge the content? Well, I would say that you judge the content based on the audience. What does that audience want to read or view? Is it in-depth enough? Is it interesting? Is it up-to-date? All are essential criteria for good content.
Creating great content is also an ongoing project. What is relevant today might not be so tomorrow. Learning of new trends in the industry that your magazine covers and reporting them accordingly is part of the editorial function. The type of information that is needed about products and applications can change also and good editors will be aware of this and react.
Creating excellent content requires a strong committment from the Publisher and Editorial Staff of any great magazine or e-media product. Getting timely stories from the best sources and presenting these ideas in a clear and meaningful way creates great content.