Ahava Leibtag says “great” content is highly subjective, so you should put emphasis on creating and sharing knowledge that your audience can agree is useful:
People disagree on greatness; what they don’t disagree about is what they find useful. For example, most people own a car (I am making no political statements here). Most people do not own a horse and buggy. Why? Simply put, a car is more efficient than a horse and buggy. Is a car greater than a horse and buggy? Well—what are you using it for? A romantic marriage proposal in Central Park? Or, to travel from Boston to New York?
Brings me to my point—you must define WHO your users are and what they are using the content for if you want to create persuasive, valuable content.