What Bad Content Looks Like (So You Don’t Make It)

How to Avoid the Traps That Ruin Engagement, Break Trust, and Kill Conversions

Let’s be real: content creation is hard. Coming up with fresh ideas every day is one thing, but making sure those ideas actually resonate? That’s the real challenge.

The truth is, even experienced creators sometimes miss the mark. And when you're in the content game, whether you’re a solo founder, a freelancer, or part of a full agency team, it’s not just about writing. It’s about impact. And knowing what makes bad content is the easiest way to ensure you're not putting out work that wastes time, ruins credibility, or drives people away.

This isn’t some ultimate blueprint for going viral or writing Pulitzer-worthy content. It’s a grounded look at what not to do, a reality check for brands and marketers who want to produce content that actually connects.

Let’s get into it.

1. Don’t Sound Like a Walking Billboard

We get it, you’re trying to sell something. But here’s the thing: people don’t consume content to be sold to. They’re looking for insight, entertainment, or real value. If your blog post or video reads like a product pitch, expect people to tune out.

Instead of pushing the sale, consider creating email campaigns or paid social funnels that speak to the problem, not just the product.

2. Stop Asking Questions in Headlines

“Can Pigs Fly?” isn’t a compelling headline. Because the implied answer is obviously no, and readers already know that. Statements are stronger. They carry weight. They make people stop and pay attention.

Sure, SEO loves questions. But SEO also loves quality, clarity, and engagement. Instead of stuffing your headers with keyword questions, write headlines that give a clear promise: “How Composting Fights Climate Change” is a lot more impactful than “Is Composting Good for the Environment?”

3. Don’t Withhold Information

The quickest way to lose your reader? Make them feel like they’ve been tricked.

If your headline promises something, your content better deliver, thoroughly. That doesn’t mean you need to write a novel, but it does mean you need to respect people’s time. Give them the information they came for. Make it useful. Make it satisfying.

Imagine your content like hosting a dinner party. If people show up and you’ve got no food, no music, and no plan, they’re gone. Your headlines are the invitation. Your sections are the courses. Serve something worth staying for.

4. Don’t Talk Above Their Heads

You’re not writing for your peers or trying to impress other marketers. You’re writing for real people, business owners, shoppers, parents, professionals.

Using complex jargon or a pretentious tone doesn't make you sound smarter. It makes you sound disconnected. Speak in a voice that’s human. Confident but accessible. Expert, but never arrogant.

That’s how you earn trust, not by flexing, but by helping.

5. Stop Making Claims You Can’t Back Up

“Best in the business.” “Game-changing.” “Unmatched results.” Says who?

People are tired of bold claims with no evidence. If you’re going to say something big, support it. Use stats, case studies, screenshots, anything that proves you’re not just hyping yourself up.

Even better? Don’t just quote numbers. Frame them in context. Show what they mean. Make it make sense. Use case studies or conversion-focused landing pages to prove your claims with visuals, data, and testimonials.

6. Don’t Confuse Data for Insight

A number without context is just noise.

It’s not enough to say “80% of people prefer X.” You need to explain why that matters, what to do about it, and how it applies to your audience’s world. Numbers alone don’t build trust. Insight does.

So every time you drop a stat, ask yourself: what’s the takeaway? What action does this support? What real-world relevance does it have?

7. Don’t Trash Your Competition

Tearing others down doesn’t make your brand stronger. In fact, it often does the opposite, it makes you look insecure.

Audiences are smart. If you’re focused on value and authenticity, they’ll see that. If you’re focused on petty shade or cheap comparisons, they’ll see that too.

You don’t need to bash anyone to stand out. Let your positioning, your results, and your story speak for themselves.

8. Don’t Create Content Without Perspective

Yes, almost everything has already been said. But not by you.

Your job isn’t to invent entirely new ideas. It’s to bring a unique lens to familiar topics. That lens is your brand voice, your values, your insights. It’s your personal experience and how you connect the dots in ways others haven’t.

If you want to develop real perspective, do this:

• Review what’s already been said

• Find the gaps in those narratives

• Insert your brand’s voice and filter it through your customer’s needs

That’s how you bring something real to the table, even if the table isn’t new.

Want to build a voice that resonates? Let’s talk content branding.

9. Don’t Fake First-Hand Experience

Readers can tell when you're bluffing.

Don’t pretend to be an expert if you’ve never done the thing you’re talking about. Content that’s written purely by aggregating other blogs feels hollow. It reads like someone guessing instead of someone who’s lived it.

Want to build authority? Show up with real stories. Talk about what you’ve learned from actual campaigns, clients, projects. Use first-hand wins, and losses, to prove you know your stuff.

10. Don’t Let Quotes Do All the Work

Quoting experts isn’t a problem, relying on them is.

Anyone can Google a famous quote and slap it into a paragraph. But unless you build on it, expand it, or connect it to your unique point of view, it’s just filler. And worse, it can create false credibility if the quote is taken out of context or doesn’t actually support your claim.

Use quotes to spark the idea. But always finish the thought in your own words.

11. Stop Pandering for Clicks

People can smell fake a mile away.

It’s tempting to ride trends, speak to every cause, or align with every movement, especially when it feels like everyone else is doing it. But if you’re not doing it from a place of authenticity, it’s going to backfire.

Let’s break down the worst kinds of pandering:

• Greenwashing

Saying your brand is eco-friendly when it’s not.If sustainability is core to your operations, great, talk about it. If it’s not, don’t force it. People will call you out.

• Cultural Appropriation

Jumping on holidays, slang, or aesthetics without real connection or respect.Representation matters. But it has to be real, not performative.

• Griefsploitation

Using tragedy as an opportunity to boost engagement.If you’re not adding value or showing real support, don’t post. Silence is better than fake sympathy.

12. Don’t Write Just to Hit a Word Count

Long doesn’t mean better. 3,000 words of fluff won’t beat 800 words of clarity.

Yes, some topics need more space, and when they do, write until it’s complete. But never write just to meet an imaginary quota.

People don’t care how long it is. They care how valuable it is.

Final Thought

There’s a lot of bad content out there. Most of it comes from creators trying too hard, or not thinking at all. If you focus on value, truth, relevance, and tone, you’re already way ahead.

Avoid the traps above, and your content won’t just be “not bad” — it’ll be great.