Good vs Bad Content
By: Claire Mccallick
Tags: Content, Marketing, Content Marketing, Startup, Product Marketing

Content, content, content — from the billboards we drive by, to the ads we scroll past — it’s around us every day. While getting users to first engage with your content is the biggest leap for a company, the most important thing is whether or not they will come back a second time. Quality content is what ensnares readers, getting them to come back again and again. Your hook may get them there, but the quality is what keeps them there, and this article will help you navigate the minefield that lies between the two.

Selling vs lying: a loss of integrity

Being honest to your customers is important, and this honesty should not be compromised for a number of reasons. While every piece of content is a way to advertise the business, companies must focus on not talking about their services too much. If a viewer came to watch a video about “how to get that perfect summer bod,” they’ll be mighty disappointed if that’s not what they get. If that description was listed in the hook, then there must be a level of honesty upheld. It’s not just about getting viewers on the hook and then pulling a bait-and-switch, it’s about building a reputation of integrity.

For example, if you oversell your company’s multi-tiered subscription plans, such as the ones unique to GoFable (with custom-fit options for companies from start-up size to large corporations 😉) by plugging it somewhere it doesn’t relate to the topic, your viewership will question your credibility. By switching topics, your product can be construed as a form of dishonesty, as users wanted to read about the topic that was in the hook. If readers feel they’ve been tricked, it will make them lose trust in your content, and soon they won’t even engage with it enough to see if it offers what it said it should.

Intriguing vs confusing: a thin line

Now that we’ve clarified the defining factor between Good and Bad content, the primary focus of this article will be on creating content that keeps users entertained. Looking deeper into what it means to be entertained, one will find it primarily revolves around intrigue.

“We men are fascinated by the things we don’t really understand.” — Chriss Jami

Provoking a question is something that authors, artists and creators have been using for centuries to promote viewer interest. These questions can come in many forms. If you are educating someone about a topic, your content creates and provokes questions that drive the lesson. In order for the viewers to learn, your content should later answer these questions. Sometimes intrigue and interest can be maintained by asking less obvious questions — like with TV series. Secrets, scandals, hints, lies, and losses are all tactics that TV series use as ways to keep viewers hooked and coming back for more.

However, you don’t want to leave too many ends untied, as provoking questions with answers too far away will leave you with a viewership that is also out of sight. Without keeping a focused point for your content creation, you will lose your reader in the details. Casual viewership audiences want something that, like them, is a casual read, or a casual watch. Give them something to think about and question. Keep it evolving, but you don’t have to drop a can of worms like Stephen Hawking’s The Theory of Everything.

Familiar vs predictable

On the other hand, one should make sure to follow general content guidelines and structures that create a sense of familiarity for regular users. If, while reading this article, the format and tone changed from section to section, how would that affect readers? They would spend most of their time adjusting to the changes, leaving them with less energy to decipher what was said. This concept can also be applied when there are multiple content creators on one team. Sure, we all know that every Cosmo article cannot be written by the same author, however, the similar, colorful style and peppy tone makes it easier for readers to digest. Familiar branding can eventually become a preferred, or even craved style for consumers.

However, as a word of caution, you cannot make your content too patterned. If there is not enough difference between each video, ad or blurb you create, then it will become predictable to readers. Followings may be started by consumers’ desire for a stylistic signature, however, absolute predictability without change will be its death.

Volume vs noise

While this title may appear very auditory, the volume we are referring to is size and amount. Yes, you need a large volume of content released to entertain others and keep yourself on the front page, but don’t over-do. Falling prey to the concept of filler content is a terrible mistake, as readers will have nothing to value in your creations.

Again, this article is all about differentiating between Good and Bad content, mmkay? The choice between the two can be crucial because it can raise your bottom line and directly improve sales. If you are dishing out dry, used-up topics, this will not be the case.

Make sure you do not present the same topic in 10 different variations just for volume’s sake, as this is where it becomes noise. Readers will not come back for more.

Creating a library of quality content will take time, but this investment is worthwhile, as it will provide something delicious for readers to fall back on when they have the time to really explore the depths of your product’s site. Make sure you have enough content, but not to the extent that it lowers the quality of the content you produce.

Conclusion

As one can see, there’s a pattern in distinguishing between Good and Bad content. Some measures of quality are a hard and fast line, however, most tend to be more of a balance. Yes, there is a clear answer for all of the decisions listed here, however content creation is like art. Each producer and creator will have their own style, and their own terrain to navigate with a much broader array of choices. Most decisions your company makes will be by its own rule of thumb, as after all, surely you know what your clients want best.

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Experienced a time where good content was the defining line for your company? Tell us about it in the comments!