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.
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