Avoiding the Black Hole of Ineffective Content

Published: 11/14/2017

When it comes to the content of your website, you may sometimes wonder if all that text is actually effective at helping you convert readers into clients. And it's no surprise that this question is on your mind! A large part of the "content" created by many brands and business isn't nearly as effective or useful as you (or they) might think it would be.

When you think about whether or not content is effective, consider this:

- How much content do you actually engage with?

- When you see a headline, do you immediately ignore it, or is it interesting enough to click on?

- Is the content you are reading too broad or shallow to be meaningful?

You probably ignore or skip more content than you realize. Since internet marketing has become popular, the quality of writing has dramatically decreased, making the internet an ever-growing black hole of cheap and ineffective content into which you can easily fall.

But wait! Isn't that why you have marketing departments, copywriters, and editors? In the short term, the answer is yes. However, the value of individuals who can produce quality, effective content is much lower than the value placed on the content itself, no matter how cheap that content may be. In many cases, "content" may consist of a bunch of words thrown together with a hastily compiled set of keywords and dropped in a jumble on a random web page without any real thought or effort.

While this cheap content may initial seem to do the job just fine, it is actually the birth of a content black hole. People who read that content will come away unsatisfied and frustrated with the lack of available information, and will proceed to ignore any other marketing for that product due to the fact that the content does not provide a meaningful answer to any of the questions or concerns that they may have. Eventually, the stream of readers and conversions slows to a trickle and then dries up as everyone works to avoid content that is poorly written, ineffective, and ultimately not of use.

Stop choosing the cheap option for your website content. While it's true that effective content costs money, the end result builds your brand's reputation, and pushes consumers through the sales cycle to gain you clients.

At Business Promotion, we take the approach that your website content should be the highest-quality possible. We customize your content to reflect who you are and what you have to offer, and we carefully select the keywords and phrases that will help you stand out to both the search engines and to consumers. Our team of content writers take great care when writing your text to ensure that it is professional, accurate, and informative for readers so that your content will work for you instead of sucking you into a nearly inescapable black hole.

Call Business Promotion today at 866.664.5216 to learn what we can do for your website content!

Author: Emily Stewart

Position: Content Team Manager

Emily graduated from the University of Utah with a Bachelor of Arts in English and a minor in Italian. She joined Business Promotion as a content writer in 2016. Outside of the office, she enjoys reading, music, skiing, watching movies, and spending time with her family.

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