This post about 9 Glorious Truths About Creating Great Content (from WordOfMouth.org) is a fantastic starting point for thinking through the content you generate in your marketing communications.
My personal favorite, deals with complexity and honesty:
8. Complex is bad. For some reason, brands think that for something to be serious, it needs to look and sound complex. I’m not sure why that is, but the best content is not complex, it’s honest. And, if you think about it, honesty comes through best when it’s kept simple.I highly recommend checking out the whole article.