Is your content bad, or is it just forgettable?

James Hussey

If you’re someone who enjoys blog content, you might have recently noticed that a lot of them are starting to feel very similar, sometimes regardless of the industry or company.

Although they did the job of answering the question or topic at hand and there may not have been anything wrong with them, technically, none felt too memorable and it’s unlikely they would stick in the reader’s mind even five minutes later.

That’s where a lot of business content sits now. There’s this assumption that if you keep publishing, keep the website active, keep feeding it blogs, something will eventually happen. Rankings, traffic, enquiries. Whatever the goal is.

What actually stands out now is pretty simple. It’s when something feels like it’s coming from experience rather than a template. Even small things. A specific example. An opinion that isn’t overly polished. Or just saying something in a way that sounds like a person talking, not a page trying to rank. You don’t see that as often as you’d think.

AI has probably accelerated the opposite of that. Not because it’s bad, but because it makes it easy to produce “fine” content quickly. And once you’ve got enough “fine” content, it all starts to blur together.

You stop noticing it. And the reading behaviour doesn’t help either. Most people aren’t reading line by line. They’re scanning, jumping around, deciding in seconds whether to bother continuing. So if it doesn’t land quickly, it’s gone. But even when it does land, there’s still the question of whether there’s anything actually in it. Something real. Something you couldn’t get from ten other sites saying the same thing in a slightly different way.

That’s the bit that’s getting harder to fake. And probably where most businesses need to rethink what they’re publishing.

If you need any help putting content together to get the most out of your website’s performance, please get in touch with us at Engage Web.

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James Hussey

Digital Marketing Executive at Engage Web

Having once gone to school in the Burnage area of Manchester known for being the childhood home of Noel and Liam Gallagher, “Some Might Say” that James is a “Supersonic” presence within Engage Web, happily turning his hand to “Whatever” tasks his role throws at him.