Inbound Marketing is a phenomenal way to get more business, more exposure and more leads. But it won’t work if you aren’t doing it right.
The more companies get interested in attracting leads, the more inbound marketing content they churn out. A lot of this content is rubbish. It’s thrown together. It lacks a digital branding strategy. Rewritten pieces are used to pack websites full of new, optimized articles that the bots will like, but to the human eye and mind, this lousy content fails to satisfy.
While many companies eventually realize that lousy inbound marketing content isn’t doing them any favors, we want our readers to understand this now, before they waste their time and money.
Lousy Inbound Marketing Content Destroys Results
1. Bad inbound marketing content doesn’t reflect your true expertise
2. Poorly written content isn’t dressed to impress
3. No one would be caught dead sharing your links
4. Web viewers question the quality of your product or services
5. Lousy content sends your prospective buyers straight to your competitors
Here’s how lousy inbound marketing content destroys results in detail:
Bad Content Doesn’t Reflect Your True Expertise
A blog post written by a true industry expert will include a thoughtful insight, advanced tips for readers, industry lingo that is unavoidable, and true semantic wording that makes sense and is easy to read. This is good content; it provides readers value, and they learn something from spending time with the article. It provides digital branding for your business.
A poorly written piece of content does the opposite. It uses filler keywords and content to get from one placement of a target phrase to another. It doesn’t support the company’s or author’s authority, and it provides only general information that can be found on millions of other websites.
Besides attracting some SEO traffic to your website, lousy content won’t be useful in converting a prospect to a lead. It doesn’t establish your authority and expertise, so instead of appreciating and liking you and your company. readers turn away.
Poorly Written Inbound Marketing Content Isn’t Dressed to Impress
When someone uses a search term to find your website, they are looking for particular information. If they arrive at a blog post that isn’t written to properly address their needs and problems, not only will they leave, but they’ll leave with a bad impression of your company.
When they are impressed, they respond to your calls to action; they remember your name and consider signing up for future updates; and they follow you on social media to eagerly devour new content as you publish it. They become your cheerleaders, your advocates, your marketing leads, and possibly your sales. Impressing them is a goal that is vital to successful inbound marketing.
No One Would Be Caught Dead Sharing Your Links
Sharing good content on social media is beneficial to both the sharer and the follower. The follower recognizes the user as a good source of information and retweets or forwards their shares, giving them more exposure. It’s a great way to get more fans. Poor content is not shared. No one wants to be the person who loses followers because they are sharing useless links that clog up other users’ feeds.
Not getting any shares on your links not only looks bad, it doesn’t bring SEO benefits to your blog, and it doesn’t increase traffic through social media. Bad content is bad for social media.
Visitors Wonder If Your Product or Service Has Any Quality At All
When you visit another website and they have poor content or weak creative web branding, it makes you wonder how much they really invest in their products and services.
If they aren’t professional about marketing their products and services, a prospect quickly concludes that maybe they don’t believe in their products, maybe they aren’t profitable, and maybe they just aren’t any good.
You don’t want visitors questioning the quality of your product or service based on weak content, because once they leave your site, they may never come back and you lose opportunities to sell.
Lousy Inbound Marketing Content Sends Your Prospects Running To Your Competitors
No one likes the idea of sending prospects to their competitors, but that is exactly what lousy content does. After seeing bad content, visitors aren’t waiting around, and they don’t give you another chance. They don’t have time for that, they move on. They have business that needs to be taken care of and they are going to give it to the company who best impresses them.
After looking around your website, visitors quickly decide they don’t want to do business with you, so they go right back to Google. And where does Google send them? To the next search result: probably your COMPETITOR.
Overall Lousy Content is An Awful Investment
It takes time and money to share good, impressive, factual, and educational content with your visitors. If you do that, the rewards can be stunning. If not, you’ll have lost a lot of your investment and need to go back to the drawing board for your digital marketing.
Companies seeking to take advantage of all ways of reaching and connecting with prospective buyers need to go beyond inbound marketing. It is important to learn how to avoid common inbound marketing mistakes. – Marketo
Your visitors, CEO, sales team and social followers will all appreciate it. Remember, no one has ever said “That great piece of content I wrote was a worthless investment”. Take the time to invest in creating good inbound marketing content.
Lousy Content Destroys Inbound Marketing
Inbound Marketing is a phenomenal way to get more business
Author: Tom Lauck
Owner of Hivemind Studios
July 27, 2013
Updated:August 7, 2016
The more companies get interested in Inbound Marketing, the more content they churn out. A lot of this content is rubbish. It’s thrown together. It isn’t part of a digital branding strategy. Rewritten pieces are used to pack websites full of new, optimized articles that the bots will like, but to the human eye and mind, this lousy content fails to satisfy. While many companies eventually realize that lousy content isn’t doing them any favors, we want our readers to understand this now, before they waste their time and money.
Also published on Medium.