Transitions from a style are ... just... hard. Just when you mastered a writing or marketing approach - Google announces to the world that the world just evolved into another mode meaning we must adapt if we want to speak the same speak. It's a never-ending cycle in the online world. So what's the rub? In the previous millennium, we spoke above most people's frequency to come across as an expert. Hey, don't knock it, that worked for quite a few decades! But thanks to the internet and social media kiss that goodbye as we learn more about ourselves, our generations and how we want to be spoken to. But we're still creating content that isn’t thought through properly.

It is too high level, too fluffy, and just rehashes other messages already on the internet.

Why Does this Content Style Continue?

Few businesses start out with plans to create bad content that nobody cares about. But many businesses end up with websites full of it. There are many reasons for this:

  • We’re writing with a focus only on search, creating keyword-based blog topics that generate organic traffic but do little else. This can happen when we set goals based on increased traffic instead of actual ROI.
  • We’re creating high-level content that is comfortable for businesses but isn’t relevant to the reader; after careful vetting by six different people, including legal and the CEO, it loses all bite it once had.
  • We’re facing intense business pressures; we have to deliver something by the deadline, the budget is too small or the writer is too pressured to be able to create something great.
  • We’re thinking more of ourselves than of the end user, and we’re creating content based on what we’d like to say rather than what our readers would like to read.

There are more than seven billion people in the world today. If you’re reading this, you’re in the minority with internet access. And if you’re reading this from the perspective of a content creator – someone whose actions help to shape and build the internet – you are in a very, very small percentage.

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