There are several extremes in working with content, be it text, photos, or infographics for a website. The author can either intuitively prepare the material, or, on the contrary, endlessly adjust it to various templates and formulas from the series: “A good copywriter must …”. In either case, the result often does not meet the expectations of both the author himself and the target audience.
What is quality content and how it differs from “dead” content, we have discussed in this article? Now let’s take a look at what content techniques don’t work and why they do it.
Strong pressure on emotions
Dan Kennedy wrote: “Sales letters are not a place for dry and cold logic.” People make purchases under the influence of emotions, which means that in order for the content to really work, it needs to be filled with these emotions and even overflowed: “If you write something and it seems too expressive to you, it may not seem expressive enough to the reader.”
Such a rule could have worked unconditionally a couple of decades ago, but now an overabundance of emotions is more alarming than motivating him to buy. And if emotionality develops into an obsession, then the first desire that arises is to refuse a product or service. It is unlikely that today a consumer will turn to a financial institution whose advertising uses the following phrases:
“Wolves will not howl at your door … Your property will be reliably protected”
“I give you a ray of light and I say:” Come on, let me help you get out of the debt hole. “
Modern authors and webmasters have gone further. They developed the idea: not only imbued the content with expression but also tried to find pain points of potential consumers. Fear is indeed one of the most effective emotions in building marketing content. The problem is that authors often cross the line, and texts and ads that try to belittle or intimidate are annoying. As a rule, such content is built according to the same pattern, for example:
“Be careful! Competitors are smarter than you! “
“You will lose 30% of your profit if you do not take advantage of our offer”
Maximum simplification of vocabulary
Advertising material should be as simple and understandable as possible – it would seem that this is an axiom. Tell the owner of the concrete plant about it and he will smile. In some topics, it is impossible to describe the benefits of a product or service in a nutshell, without resorting to terms. The content should not be understood by absolutely everyone, but by the target audience.
Creating the most simplified text materials, authors often refuse to use the thematic corpus of words (terms and concepts that characterize this area). After that, it is, in principle, difficult to understand which area this or that fragment of the advertising message belongs to:
Anonymity and use of templates
Stamps are one of the easiest ways to create any content. The only plus: they help save time. A set of depersonalized template phrases can be combined in almost any combination and each time you get new unique material.
There are many more disadvantages: the content does not meet the needs of the audience, does not show the advantages of a product or service, but the main problem is the lack of information content and semantic value. Examples of cliches can be not only discourse about a “young dynamic company”, but also photos from photo stocks, template options for infographics, outdated memes, and other pop types of content.
We understand that creating exclusive content for a website is a laborious, costly process that requires not only time but also imagination. We have advice on how to check your originality and the frequency of using a text fragment or photo: for this, it is enough to drive a “suspicious phrase” into a search engine or turn on “Search by image” in Google:
Text editing: no water and stop words
Even if at the stage of content creation you managed to avoid extremes: to give up stamps, unnecessary expression, and maximum simplification of information, during editing you may encounter another difficulty – the desire to “fit” the material into rigid frames. For texts, such frames are often installed.
The craze for Glavred led to the fact that the info style was considered the standard, and webmasters began to refuse texts that receive less than 7.5 points in the service of the same name. But this is just a tool that helps you work with text.
In his blog, M. Ilyakhov (the creator of the service) writes: “The assessment of Glavred is not an assessment of the quality of the text.” The number of points just means the ratio of the stop words to the rest of the words. That is, if the text scored 7 or even 6 points, this does not mean that it is bad. You can work out phrases in more detail, remove criticalities, weak verbs, and unnecessary prepositions. But if the edits negatively affect the semantic component of the text, it is better to leave everything as it is. Achieving 10 points is definitely not worth it, the author and editor must make the final decision which word to leave and which one to remove.
Here’s an example of how the maximum score can harm the text:
The magic pill for perfect content creation
In short, it is not there. In order to fill your website with good content, you will have to think about the strategy, the needs of your target audience, and what you can and want to say to future customers. An interesting option is to try to write the truth about your company from the bottom of your heart, and if you cannot tell the truth in more than half of the phrases, it might be worth working on the product.
Not sure where to start or where to get ideas? We recommend reading our article “High-quality content for the site: where can I get it?” … And if you are already successfully creating interesting and useful content, stay tuned for our posts – a little later we will detail the tools that will help you make it even better.