Brands and small businesses invest time and money into content creation because they know that it has myriad benefits—including increased brand awareness, boosted website traffic, and higher conversion rates.
But of course, not every piece of content has the intended effect.
In fact, some content can actually be counterproductive—turning off your readers and failing to move the sales needle in any meaningful way at all.
In this post, we’re going to list a few content archetypes that are guaranteed to fall flat—content FAILs to avoid at all cost.
Content That’s Guaranteed to FAIL
We’re not saying you have to turn every company blog post into the great American novel, but there should be some semblance of a story—a theme, hook, or angle to make readers interested. Here it’s important to remind you that you’re always creating content for human readers, not for search algorithms exclusively; if you wouldn’t find the content to be interesting and readable, no one else will, either.
It’s not about you! It’s about your readers. Make sure your content focuses on what’s in it for them—benefits, value, actionable takeaways that they can draw from your content.
Content That’s Written to Nobody in Particular
When you write content, you should always have an audience in mind—a specific demographic you’re trying to target, based on internal data or buyer personas. The content should be tailored to address your audience’s needs, problems, and values; generic content, written with no specific audience in mind, will always fail to offer clear and specific benefits, and should be avoided.
Content That’s Written for Robots
Are SEO tricks and gimmicks making your content unreadable to actual human beings? If so, then you might as well not bother. People matter, and Google will see right through your tricks.
Your content can obviously be written to build trust, to increase brand awareness, and ultimately to sell, but it shouldn’t just be straight-up advertising. On the contrary, content that is aggressively salesy and interruptive will peter out pretty fast, as readers just aren’t going to want to engage with it, share it, or link back to it.
Your Content is Hard to Read
Paragraph breaks, short sentences, bullet points, section subheadings—all of these things are important for making your content easy to skim and to digest. Poor formatting will leave your content basically useless and unread.
Write Content That Gets the Job Done
These are just a few examples of what not to do—but to take a more positive approach, and to write content that gets results, we encourage you to call the pros. Grammar Chic, Inc. is ready to offer our expertise, and to make your words and ideas shine. Reach out to us at www.grammarchic.net or 803-831-7444.
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