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Content marketing can get the best of you. It takes a lot of time to wrangle together a good content strategy which is why many businesses choose to outsource content creation.
Even if you hire someone else to do the job for you, that doesn’t necessarily mean you’ve found a good fit. People visiting your website could be bored with your content and that’s not good for business. The trouble is, your content could stink and you might not even know it!
Why Stinky Content Is Worse Than No Content at All
You’re probably saying, “At least I have content!” Well, unfortunately, if your content stinks, it would be better if you had no content at all. Consider how you might feel about a business you came across with that doesn’t have much of an internet presence. You might think they’re not very internet savvy. Maybe they spend all their time creating amazing products.
As long as you can find a phone number or an address, you might be willing to give them a try. While businesses like this could get more customers with great content but they’ll still see a trickle of new clients without it.
If your content stinks, visitors of your website are likely to think you don’t know anything about your industry. Furthermore, if you can’t communicate well with your target market through your content, then that says a lot about how you communicate with customers in other channels. Unfortunately, stinky content makes people think you have a stinky business.
How Are You Supposed to Tell If Your Content Stinks?
You’d think it would be obvious, but it’s not. You might think your content is interesting, but if it doesn’t appeal to your target audience then you aren’t going to get anywhere. Some things are obvious, like proper grammar, spelling, and an easy-to read format; but if you’ve checked all these boxes, it’s time to dig into your data.
Check out Google Analytics and take a peek at your bounce rate. How much time do people spend on your website? If you have a high bounce rate, say 70 percent or above, you can bet that your content probably stinks.
You should also take a good look at the overall traffic to your website. If visitors don’t find anything of value, they’ll stop coming. If your traffic has dramatically decreased, your content could be to blame.
You can also tell if your content stinks by considering how often readers interact with your content. Do you ever get comments? Do followers like to share your articles on social media? Do people who’ve signed up for your email list stick with you? If not, your content stinks.
Have a sneaking suspicion that your content is less than ideal? The expert content marketers at ChillyBin can help. Just give us a call to learn how we can completely transform your website, blog, and more.