The Chaos of Content Creation
7 Reasons Why Your Content Sucks (And Ways to Fix it!)
Writers, we’ve all been there. You pour your heart and soul into crafting your content, hit publish with much anticipation, then...crickets. No engagement, no shares, no sign that anyone even noticed your masterpiece. It's enough to make you question everything you thought you knew about content creation.
Before professional ennui sink in, and before you toss your computer out the window, let’s explore why your content might be falling flat, and most importantly, how to turn things around:
The 7 Common Culprits
There are a multitude of reasons why content might not be resonating with your audience. Here are some of the biggest culprits writers and digital marketers often encounter, and some hard-hitting solutions to address them:
It’s bland.
Let's face it, the internet is overflowing with content. To stand out, yours needs to be more than just "good enough." Is your content offering a fresh perspective, valuable insights, or a unique voice? Or is it just another reheating of the same old information everyone's already seen? (Imagine stock photos and recycled blog posts – been there, done that!)
You have zero idea of who your audience is.
Who exactly are you trying to reach? Content that speaks to everyone speaks to no one. One of the cardinal sins of content marketing is not understanding your audience. If you’re creating content without a clear picture of who your readers are, their interests, pain points, and preferences, you're essentially shooting in the dark.
According to a report by the Content Marketing Institute, 63% of businesses don’t have a documented content strategy, which often includes detailed audience personas. Without this, your content may not resonate, resulting in lower engagement and higher bounce rates. Spend time developing detailed buyer personas. Use analytics tools, surveys, and direct feedback to gather information about your audience. Tailor your content to address their specific needs and interests.
Your content is an ego treadmill.
Let's be honest, people aren't that interested in your brand unless it directly benefits them. Shift the focus from "look at me!" to "how can I help you?" Provide solutions, answer questions, and offer value that improves your audience's lives.
Your content is poorly written - grammatically and stylistically.
Typos, punctuation errors, and awkward phrasing can make even the most brilliant content look sloppy and unprofessional. Poor quality of content can severely impact your domain authority and page rank. One week you’re publishing a well-researched, engaging article, and the next, a poorly written, lacklustre post. This inconsistency confuses your audience and erodes trust. HubSpot emphasises the importance of maintaining high content quality to keep your audience engaged and coming back for more.
Don’t forget your A-level language lessons: Proofread meticulously, use spell checkers, and consider having a professional editor review your work before hitting publish.
Invite engagement.
Make your intention clear, state the desired action for every content you produce. You can ask questions, respond to comments - the more you engage with your audience, the more likely they are to keep coming back for more.
You don’t optimise your content for search engines.
Search Engine Optimization (SEO) is not just a buzzword; it’s a critical component of successful content marketing. If your content isn’t optimised for search engines, it’s unlikely to reach a broad audience. A study by BrightEdge found that organic search drives 53% of all website traffic . Ignoring SEO means missing out on a significant portion of potential visitors.
SEO is the magic sauce that helps people find your content. Research relevant keywords, optimise your titles and meta deions, and ensure your website structure is user-friendly for search engines.
You post content inconsistently.
Building an audience takes time and dedication. Don't be a content chameleon, popping up sporadically with a random post here and there. Develop a consistent content calendar and stick to it. This will help you stay top-of-mind with your audience and build trust.
It’s impossible to be an overnight success when it comes to content creation. Along with a lot of practice, skill, and discipline, we encourage you to keep experimenting, learning, and fine-tuning your strategy. One day, you’ll look back and see how your content’s performance has improved by a mile! Have fun!
