Good Content VS Bad Content

  • Author: Bradley Pawson

The importance of good content when it comes to building a brand should be obvious. It’s unarguably pretty damn important, that’s for sure! As intuition would have it, good content beats bad content any day. But what exactly defines good content in regards to building a brand? What does it really encompass? And what type of content are we talking given that the term ‘content’ could literally mean anything? Let’s explore those questions a little shall we…

In business, there are many different types of content that determine the quality of your brand and your brand’s output. There’s general branding and marketing content, there’s social media content and there’s content in the context of ‘content marketing’.

Content Marketing and Marketing Content

Note that it’s important not to confuse marketing content with content marketing! Marketing content and content marketing are two different things; marketing content being content that has a purpose of marketing a brand/have some type of marketing impact. Whereas content marketing is a way of marketing a brand through the output of content.

Content marketing is all about putting content out into the world and hoping that it will market your brand. Along with forming connections with audiences. The idea is that people will consume the content you’re outputting, and like it. Then turn to the brand you’re promoting and hopefully consuming some of the products and/or services that you offer.

Content marketing can be done in the form of;

  • Blogging
  • Creating and sharing YouTube videos
  • Running live streams
  • Having a podcast
  • Engaging with your audience in the form of Q&A’s and polls
  • Any other content that you want to put out there whose underlying purpose is to promote/market your brand

Effectively Content Marketing

For content marketing to be done effectively you have to be producing and sharing content that people actually want. As with any content, it should be well-made, targeted and ‘valuable’ to the audience it’s being directed towards. When content has value (i.e. to provide interest, ease, humour, etc.) your audience resonates more deeply with it. In effect creating more meaningful relationships and hopefully increasing brand awareness, making more money in the end.

Content marketing is usually done by putting out ‘free’ content which in turn drives sales in other areas of a business.

Aside from content marketing, in terms of what makes it valuable and ultimately effective greatly applies to social media content. Along with general branding / marketing content too. Any content that a brand publishes, to promote itself, should lead to positive results (e.g. increase brand awareness, sales, etc). Having somewhat value with the audience, so that it resonates with them.

note pad with pencil

Making Great Content

Content in general should be as genuine and as truthful as possible. People don’t appreciate disingenuous content and are also pretty good at spotting – especially in today’s world. So always make sure your content is legitimate and isn’t just structured in a way that will get clicks and views. Because although creating disingenuous, click-bait content might get you a lot of attention in the short-term, it almost always fails to truly resonate with people. Instead of making them want to spend time indulging in other things you might offer.

Bad content would be the opposite to all of the things discussed; it would be content poorly-made, non-targeted, disingenuous and completely unvalued by the people it’s reaching.

Some companies invest in agencies such as ourselves to manage their marketing content (social media, blog and otherwise) as well as SEO their material to ensure it’s as findable and as result-producing as possible. An example of which would be how we’ve managed Saltmarshe Hall’s online content and SEO for them; upping their conversion rates and driving more traffic to their site, ultimately resulting in more bookings.

Good content beats bad content any day. And when implemented, the results speak for themselves.


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