Are you creating content just for the sake of creating content?
Posted on
- 19 August 2025
You’ve got a business strategy going, and you’re proud of it. Somewhere in between all those details, you’ve managed to outline a content campaign too. But, you’re guilty in the sense that the strategy is just to create content for the sake of creating content. And this is a common mistake; too many businesses feel the overall objective of content marketing is just to be creating material for the sake of it. That’s how you get seen, right? Surely just crafting enough stuff is what pulls the eyes in.
Wrong!
This is becoming more and more common, especially with the availability of AI tools and LLM (large language model) software such as ChatGPT. Where people and even your dodgy digital marketing agency is using this simply to generate slabs of filler content to copy and paste onto your website, ruining your rankings.
Before we dive in any further, stop and consider your answers to these questions:
- Is my content original and addressing a topic that will help people using search engines when looking for information?
- Do I know what I want my readers to do after consuming my content?
- What comes after publishing the content?
If you can’t answer, then chances are you’ve been stuck in the common bubble of ‘creation’, and not thinking beyond it. The positive is that there are plenty of businesses that do this. In fact, 90% of customers we speak to, realise their current marketing agency is not really investing in content marketing at all, and when they do, they see less than effective results.
Why? Because when they do decide to jump on the bandwagon, and that bandwagon is firing staff (content writers) to replace them with AI tools which are abused and do not work upon implementation. The content may read well, but it is unoriginal, and Google knows it is a simple copy and paste of information.
So how do you avoid all of these dramas and create proper content?
Understand the EXACT reason you want to create content in the first place
No step is more important than this. If you know you need to generate material, it needs to have a purpose other than just existing. There’s far too much subpar content already plaguing the internet, and you don’t want to feed this growing trend. Be a beacon and stand out – create something that has a strategic basis, and that will give back to your bottom line as well as helping your viewers.
You need to also avoid the selfish game. Unfortunately, a big pat of online marketing these days (especially in content) is just getting your name and face out there. Be it video blogging (vlogging) or throwing out another pointless post on LinkedIn – more and more consumers are becoming frustrated about the lack of authenticity that’s popping up. Just because you’re showing up everywhere in front of your target audience, it doesn’t mean you’re doing so for the right reasons. Are you just trying to be seen because you feel it’s the best possible way to get traction? Or do you have a resolution to the pain points your target audiences are experiencing?
If you’re aiming to appear on a certain channel or platform, it should be for the reason that you’ve got something unique or better to offer. Like the below! 😉
Change your mindset when it comes to content creation
If the above made you rethink whether you’re in it for the fame and fortune, rather than assisting your readers, then it’s time for a shift in mindset.
Quality content creation has a solid foundation, and while there’s no set formula, there are a few guidelines that help shape it into something profound. Ultimately, you are offering value to your prospects by solving their issues. That will always be the driving factor for what you’re doing. So, as you sit down and start to draft your next piece, consider whether it’s contributing to what your audience is looking for. If it’s not, rethink it.
The next most important factor is understanding that it’s not your blog or website alone that will bring in revenue. It’s the substance of your content, and just how informative helpful it is for those who consume it. You are not a retail store where people can come in and have hands on experience with your product, so you really need to make sure your content is on point!
Showing up in a ‘daily advice’ video on LinkedIn, or a Live broadcast on Facebook is all well and good, but if you’re not dishing out the most helpful tips, then you’re only contributing to the noise.
Where long form informative content comes in
Another point that’s worth mentioning is the notion that many marketers thing that Google loves long-form content, which is somewhat incorrect. While Google will see this particular blog as a decent 1,000+ word count, it will also pick up on just how valuable it is for those reading it.
Notice the structure of this piece you are reading right now:
- Examine the subheadings
- The dot points and the language used.
- Is it filler content just created for the sake of creating content? No
- Notice the internal links to other parts of relative information on the website
- Is the content an updated version of information (In this case, it is. What you are reading now has been updated from 2019).
Quality content is all about nurturing those who spend their time reading it, and Google acknowledges this now more and more each year due to the increase of rubbish that being posted.
This is what will happen to your organic traffic if you have got your content strategy sorted for both on and offsite:
Would you expect Google to rank a page of yours that doesn’t really help its searchers? Google is a business, and it needs to meet the demands and queries of its target audience. If people are unable to find what they are looking for, they will stop using Google and move to another search engine. So, if your content is poor or basic without providing any value, don’t expect it to rank.
Okay, time to walk the talk! All that aside, there’s a difference between all this talk and acting on it. So, if you’re having trouble mixing up your content mindset, we recommend getting in touch with our experts to help guide your purpose.
Frequently Asked Questions About Content Creation
Is simply creating more content better for SEO?
No. Simply creating content just for the sake of creating content, without any proper purpose or substance (value) will not help with your SEO and can hurt your rankings. Originality, quality, and helpfulness over quantity is what Google Values. The users (searchers) come first.
Why is AI-generated content bad for my websites SEO content strategy?
AI tools like ChatGPT are often used to produce filler content that lacks originality. Anyone can go into AI tools and software to copy and paste content. Google sees this and will not hold your brand in high regard. AI generated content will hurt your rankings.
Does long form, high word count content rank better on Google?
No. Just trying to push more words onto a page will most likely be filler and repetitive content that lacks originality.
Why does my digital marketing agency’s content not help me rank higher on search?
Most likely becasue they are using AI tools and just copying and pasting onto your website. 9 out of 10 business owners we speak to who are complaining about their current SEO company have got a lot of AI filler content on their website that does not resonate with their target market or meet Google’s quality guidelines.
What should I do when creating content that actually helps my business?
Content creating does not have to be diffucult. Simply understand the reason for creating it. Are you looking to solve a problem, educate your audience, or support a business goal? This will help you to avoid filler material and focus on being authentic, original, and helpful.
What happens if I keep uploading poor quality content on my website?
If you keep creating low quality content, Google will not rank it, you will lose your other page rankings, and can even have some of your pages deindexed. Google is a business, and they want to make sure their users are being matched with the best possible content when they search, or else they will move to another search engine.
How can I get help with my content marketing strategy?
Work with experts such as us when it comes to the content of your search engine optimisation strategy. Get in touch with us today for a free consultaiton.
