1. Relevance: The content must address the needs and pain points of the target audience. 2. Quality: High-quality writing, design, and data are crucial. Poorly constructed documents can damage a company’s credibility. 3. Actionable Insights: Readers should come away with actionable insights that they can apply to their own businesses or situations. 4. Engaging Design: Attractive visuals and easy-to-navigate layouts enhance the reader’s experience.