When you begin to focus too much on quantity instead of quality, you sacrifice the benefits that high-quality content can bring. In fact, in many cases, low-quality content can even harm your marketing efforts.
There are three major problems that come with using low-quality content, but there are also some things you can do to avoid these problems and the negative consequences that come with them.
Lose Search Rankings
Search engines are increasingly favouring high-quality content, so using anything but the best can cause you to lose search rankings. Low-quality content that is stuffed with keywords and links isn’t likely to rank high in search engines, so it will cause you to miss out on valuable organic traffic.
Focus on quality first and then optimise your content for SEO. Use keywords and links naturally where they make sense and add to the value of the content. Also avoid spammy article directories in your link-building efforts and opt for high-quality sites that will provide much more legitimate, powerful links.
Inhibit Market Response Rates
Your content marketing strategy should work to encourage people to respond to your calls to action and do something. In some cases, you may be simply trying to raise brand awareness, but in other cases you will be asking people to make a purchase, visit your website, follow you on social media or take some other action.
Low-quality content doesn’t make people want to interact with your business. Firstly, it won’t be very persuasive. It likely won’t include the right messages, style and tone to move people to respond to your calls to action. Even if it does include calls to action, people aren’t likely to interact with businesses they feel aren’t professional enough to produce valuable content.
Always use high-quality content that has strategic messaging and calls to action so your market will respond to them and your content will help you succeed.
Damage your Brand Reputation
Low-quality content can also be very damaging to your reputation. It can cause people to think you aren’t professional and aren’t capable of providing the value and services they are looking for. Spammy content can also inhibit your business from gaining your market’s trust, which won’t help your overall marketing efforts.
On the other hand, high-quality content that looks professional, is error free and reflects your brand will help you bolster your reputation. It will help you build your online brand and encourage people to trust and interact with you, which will support your marketing efforts.
Low-quality content can do more harm than good, and using it as part of your SEO, content marketing and online branding efforts can bring negative consequences. But, focusing on creating high-quality content and using it strategically will help you avoid these issues. It will also help you benefit from better search rankings, encourage your market to respond to calls to action and help you enhance your online brand.