What’s the Deal with Content Quality?



Why Quality Content Matters Even More in an Age of Content Generation

With OpenAI and their creation, ChatGPT, revolutionizing the production of textual content in a manner comparable to the invention of the assembly line, producing vast amounts of content has become significantly easier and more cost-effective. This breakthrough, among other things, has led to an unprecedented increase in the number of blogs and websites aimed at attracting search traffic, enabling virtually anyone to pose as thought leaders by regularly posting mundane observations on social media.

However, this also contributes to the noise within an already cluttered digital space. Users, whether they are general internet browsers or potential customers, are left bewildered. Although it might seem like an exaggeration, every time someone logs onto social media or finds content through search, spending time reading or viewing it, they expect to derive some benefit or solve a problem. The disappointment is palpable when they realize they’ve wasted time on dull and trite content whose sole purpose is to draw attention to the person or business that published it. This frustration is akin to the experience of persuading an AI-powered chatbot to connect you with a technical support specialist for an urgent issue 🙂

The problem of low-quality content is escalating daily, but it’s not the fault of ChatGPT or various AI writing assistants. Rather, it’s due to people using these tools solely to create a facade of their brand, without considering what their content consumers gain from it.

From a business perspective, blog posts, for example, are a medium-term investment. Users who come to read something are unlikely to become customers immediately. At best, they may contact you or leave their details to learn more about your business or the value you promote. However, if they visit your blog, read an article, and feel their expectations have been betrayed, they are much less likely to want to engage with you further. I, for one, unfollow individuals and brands on LinkedIn whenever I see them posting worthless trash. When I encounter a blog post and realize it’s “yet another one about <insert any topic here>,” I feel deceived or as though my time has been wasted just so I could become a lead, rather than getting what I wanted. To me, such content indicates that a brand is not interested in building long-term relationships with its audience.

Measuring the ROI of content marketing is complex, especially when talking about converting traffic to money. Good and relevant content might not convert to leads, perhaps due to poorly designed calls-to-action on the page. Conversely, low-quality content might generate leads because of aggressive pop-ups on the page. Therefore, it’s not as simple as saying “invest in good content because it converts better.” However, it is accurate to say that leads obtained through “aggressive” methods convert to users/customers at a lower rate than those who trust your business. How do you get a lead that trusts your business? Typically, one might think of “word-of-mouth” or review platforms with social proof. But the content you post on your blog or share on social media is also a tool for building user trust in your brand. The greater the user’s trust, the more likely they are to prefer your service or product, even if your prices are higher than those of competitors with whom they’ve had no positive interaction.

It’s clear that building user trust in your brand requires effort across all possible channels. However, low-quality content can undermine your efforts on other channels. Imagine if a potential user read excellent reviews about your brand on G2, came to your site, and the site was down. They are unlikely to return later. Similarly, with content—do not disappoint your potential customers.

Why Quality Content is Important

Even low-quality content can attract traffic to your site or attention to your brand on social media. But only quality content can foster potential users’ trust in your brand. Conversely, low-quality content can destroy all your efforts to build a relationship with your audience. Trust is hard to earn and very easy to lose.

Is AI Generated = Low Quality?

Not necessarily. AI assistants should help you create content, formulate thoughts, generate ideas, correct grammatical errors and typos, and much more. However, they can’t invent the value you wish to convey to your audience on your behalf. They can’t make the conclusions that are important to you and your audience. They don’t know your audience better than you do. Using AI tools to articulate your thoughts or translate them into different languages poses no problem. It’s worth noting that there are specific types of content where AI generation is more than justified, such as manuals and step-by-step instructions. Yet, even in these cases, adding a touch of humanity can make your audience appreciate you more.

There are many articles on this topic on the internet and in our blog. And I am even now developing a tool to assist in evaluating this very quality—stay tuned.

Measuring Content Quality

Have you ever thought about why some online content catches your eye, while other content you just pass by? Let’s discuss content quality. It’s similar to the contrast between a delicious pizza and a bland sandwich.

So, what’s the deal with content quality? Let’s explore this further to understand why some content stands out and others don’t. Join me in exploring this topic. Why not get yourself a snack and let’s delve into it together!

Tips for producing high-quality content

Expert advice on crafting valuable content as per Google

Quality assurance in content creation is very important. It ensures content meets Google’s standards for relevance and quality. By following expert recommendations, brands can create valuable content that resonates with their target audience and aligns with Google’s guidelines.

Here are some key steps to achieve this:

  • Define clear brand guidelines, incorporating key differentiators and focus keywords.
  • Ensure compliance with legal requirements.
  • Tailor content to address the needs and emotions of the target market.
  • Use adverbs to enhance engagement and avoid passive voice for a direct tone.
  • Collaborate with freelance creators for fresh perspectives.
  • Incorporate feedback from a rigorous review process to enhance content quality.
  • Implement a content calendar and use a content platform like DivvyHQ for streamlined processes and consistency.
  • Focus on quality control, brand guidelines, and alignment with buyer personas to become trusted advisers to prospects in various regions and industries.