“Write Good Content” is a Stupid Strategy

It doesn’t matter which article on “Five Pieces of Blogging Advice You Need RIGHT NOW” you read, including mine, they all have the same tired cliché:

Write good content

I’ve decided that this is a stupid strategy.

In fact, it should not be a strategy at all.

This is the foundation of what you do, the very essence of your success. Your raison d’être, which is French for “reason for existence.”

To call “write good content” a strategy means that the default position, the strategy you would have done is to write bad content.

That’s like telling people that one of the five keys to being successful in life is “don’t kill people.” We’ve pretty much got that one nailed down, and we understand it. Which is why you never see it addressed in Emily Post or Ann Landers.

Writing good content — hell, creating good anything — needs to be our default position. It shouldn’t be a happy accident that comes after years and years of practice, or being inspired after slipping in the shower and hitting your head and having a vision of the flux capacitor.

Let’s stop telling people to create good anything. They want to. People really and truly want to do a good job. They don’t intentionally want to suck at anything, so telling them to do a good job is more like, as Douglas Adams once said, exercising our lips. If we don’t do it, “(our) brains start working.”

No one tells Albert Pujols “get a hit.” No one tells a bull fighter “don’t get gored.” Telling someone to write good content is like telling a football team to go out and win, rather than just going out to play.

So for those who keep on telling us to “write good content,” I have a few words for you:

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    About Erik Deckers

    is the President of Professional Blog Service, a ghost blogging and social media marketing agency in Indianapolis, IN. He has been blogging since 1997, and has been a published writer for more than 26 years. He is a newspaper humor columnist, appearing in 10 papers around Indiana, and in The American Reporter. Erik co-authored No Bullshit Social Media with Jason Falls (2011, Que Biz-Tech), and Branding Yourself with Kyle Lacy (2nd ed., 2012; Que Biz-Tech). His latest co-authored effort, The Owned Media Doctrine, was released in 2013.

    Comments

    1. I do believe the point is made.., very clear.

    2. Tony Martin says:

      I agree with you completely! Sometimes i have such a hard time finding out what to write just due to the fact i want it to be “good content” i started to just go off of who i am and i figured the people interested will read it and people not interested wont. Great blog i enjoyed it!
      Tony

    3. Erik, great post. I think that it is just a normal talking point for people to say “do a good job.” That is an obvious statement and we do well on our own behalf on our own time. Well said! Thanks

    4. Funny blog post, Erik. I prefer “write what you know.” Lol.

    5. Truth.