6 kinds of content that are bound to fail

Compelling content can make your brand sizzle.

Bad content, however, can sink your business with astonishing speed. If you’d prefer to steer clear of creating useless—or possibly even damaging—content, here’s what’s bound to fail:

Boring content

Not every blog post is going to become a viral sensation or fodder for the next great American novel, but it should be interesting in some way.

Even if your subject matter is less than thrilling, find a way to make your content enjoyable. Try adding humor, visuals or an element of interaction, such as a quiz.

Brand-centric content

Sorry, it’s all not about you. It’s about your readers.

Make sure your content focuses on your audience. What’s in it for them? What benefits, value or tangible takeaways will they draw from your content? If you’re writing simply to pump your brand, prepare to be ignored.

Content that’s written to nobody in particular

When you write content, you should always have an audience in mind—a specific demographic you’re trying to target, based on internal data or buyer personas.