“Write Good Content” is Bad Advice

If you tell people to write good content, you’re part of the problem

I don’t know how many times I’ve seen “write good content” in yet another Five “Secrets” of Content Marketing article. I saw it again recently from someone who ought to know better — someone who claimed to be a content marketer specializing in a particular industry.

First, these aren’t secrets. Stop calling them secrets. Natives in the Amazon rainforest who have never met outsiders know them. Call them tips. Call them ideas. Call them blindingly-obvious-insights-that-even-a-five-year-old-understands. But don’t call them secrets.

Second, this so-called secret isn’t even making it to the top of the list. This is The Most Fundamental principle of content marketing, and you put it third on a five item list? When you’re building a house, you don’t put up the doors and windows first. You lay the foundation. You create a strong base that will support the rest of the house. Writing well needs to be the foundation of all your content marketing.

At the Start/Finish line of the Indy 500 2016; telling people to write good content is like telling race car drivers to drive fast

Remember, if you ain’t first, you’re last.

Third, stop telling people to do things they should be doing anyway. These are the fundamental principles people build their entire profession on. Telling them to do it, and then calling it a secret, is an insult to the professionals who actually do that work.

If you’re a writer, you should write well anyway.

If you’re a race car driver, you should drive fast anyway.

If you’re an accountant, you should balance your accounts well anyway.

No one tells an accountant, “Secret #3: Be sure to balance the books.” No one tells a plumber “Super Duper Plumbing Secret #19: Make sure your pipes don’t leak.”

So why would you tell someone to write well?

Writing well is not an option. It’s not an item on a checklist. It’s not something that, had you not mentioned it, they would have purposely half-assed it.

Basically, if you’re telling people to “write good content,” you’re part of the problem. You’re part of the ruination and downfall of the content marketing industry

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    About Erik Deckers

    Erik Deckers is the President of Pro Blog Service, a content marketing and social media marketing agency in Indianapolis, IN. He co-authored three social media books, including No Bullshit Social Media with Jason Falls (2011, Que Biz-Tech), and Branding Yourself with Kyle Lacy (2nd ed., 2012; Que Biz-Tech), and The Owned Media Doctrine (2013, Archway Publishing). Erik has written a weekly newspaper humor column for 10 papers around Indiana since 1995. He was also the Spring 2016 writer-in-residence at the Jack Kerouac House in Orlando, FL.