Great progress has been made in marine shale gas of Wufeng–Longmaxi formations in the Sichuan Basin. However, shale gas exploration in the complex structural belt around the Sichuan Basin still faces great challenges. In this study, shales of Wufeng–Longmaxi formations collected from the northern Guizhou were taken as the studied target, organic matter (OM) characteristics, mineral composition, pore structure, methane adsorption capacity and in situ desorption gas content were measured, and the controlling factors of shale gas content were further discussed. The results indicated that the sedimentary facies of Wufeng–Longmaxi formations in north Guizhou varies from shallow‐water shelf facies to deep‐water shelf facies from south to north, and organic‐rich shales are primarily distributed in Daozhen‐Xishui areas, with a maximum thickness of about 80–100 m. Organic‐rich shales are characterized by high total organic carbon (TOC) content, high thermal maturation and type I–II1 kerogens, which can be comparable with those in commercially produced shale gas field in Sichuan Basin. High‐quality shale gas reservoirs generally have a high content of brittle minerals, making them easier to be fractured. OM pores are the dominanted pore type in the studied shales, followed by intergranular pores associated with brittle minerals, dissolution pores within carbonate grains and microcracks, while clay mineral‐related pores are poorly developed. The Wufeng–Longmaxi Formation shales generally have strong methane adsorption capacities, but these vary greatly across different areas. Shale gas adsorption capacity is primarily controlled by TOC content and thermal maturation level. Similarly, total gas content, including desorption gas and lost gas, varies greatly in different areas, and it is obviously lower than that in Fuling and Luzhou shale gas field, due to the loss of shale gas and low‐pressure coefficient in the complex structural zone. It is worth explaining that shale gas is not always low in northern Guizhou, which is determined by burial depth and the distance of great fractures. Shale gas content is relatively high in LY1 well and DY1 well in Xishui‐Daozhen area, and it is extremely low in TY1 well and AY1 well in Tongzi‐Zheng'an area. Shale gas content in the same structural unit is primarily influenced by TOC content, OM pore development degree and water saturation. However, different structural units have different shale gas contents, due to the differences in preservation conditions. Shale reservoirs with good preservation conditions, that is, wide and gentle structure, far from a large fault and great burial depth, generally have high shale gas contents.