Writing quality content is an important part of any digital marketing strategy. There comes a point where high quantity starts to negatively impact quality. This is what many refer to as “content dush” – when writing shifts from valuable and useful information to filler material lacking real substance or purpose. While increasing content output is important for search engines and readership, slipping into content dush risks damaging your brand’s reputation and trust.
So what exactly constitutes content dush and how can you avoid it? Here are some key signs to watch out for:
Repetitive, shallow content: When you find yourself rehashing the same basic information over and over again without adding new insights, you’ve likely hit content dush. Recycling old content by just changing a few words is a red flag. Your readers will quickly realize there is no real value and originality to the work.
Lack of depth: Strong writing takes time to research, analyze and present information in an insightful way. Content dush happens when you sacrifice depth and nuance for speed and volume. Shallow content that skims the surface without thoroughly exploring topics loses credibility. Readers want to learn real facts and get meaningful perspectives.
Poor editing: High output means writers have less time for editing and quality control. Typos, grammatical errors, and general sloppiness are all signs content quality is slipping. Readers immediately disengage from unpolished work. Make sure someone proofreads all writing before publishing.
Obvious fluff: When content is puffed up with pointless filler just to reach an arbitrary word count goal, that’s a red flag. Rambling paragraphs that don’t advance understanding are just wasting people’s time. Get right to valuable points without unnecessary discussions.
Lack of sources: Credible writing cites sources and evidence to back up statements. Content dush happens when facts are thrown around without Attribution or verification. Readers lose trust fast without transparency around where information originates. Always reference materials used.
Dated or irrelevant facts: Information that was once useful can quickly become stale if not updated. Outdated statistics, expired events references and general disconnections from current needs show declining quality oversight. Writers should continually refresh content with the most pertinent information.
To avoid falling into content dush traps, companies need rigorous processes that maintain high standards while allowing for regular publishing. Here are some practices that can help:
Set clear content briefs and approval workflows to guide consistent quality. Vague goals lead to inconsistent results.
Limit individual writer output to allow for thorough research and writing. Burnt out teams produce lower quality work
Fact check content with an independent editor before publishing. Extra vetting catches issues.
Refresh older material regularly rather than just adding new pieces. staleness creeps in over time if not updated.
Analyze metrics like time on page and bounce rates to spot problematic content in need of improvement.
Conduct periodic content audits to evaluate strategy effectiveness, cull outdated pages, and ensure cohesion.
Provide writers with ongoing training, resources and mentoring. Quality requires investment in people.
Use style guides and checklists as writing references. Consistent formatting and expectations lead to better outcomes.
Crowdsource topic ideas from customers to ensure relevance. Tailor content to demonstrated needs and pain points.
Test different formats like long form, infographics and video to engage varied learning styles and avoid staid writing patterns.
Repurpose top posts across different owned channels. Social recaps, newsletters and more can lift quality material for new exposure.
Include calls to action whenever possible so pieces have intent beyond information sharing. Drive readers to supportive next steps.
The goal is continuous improvement—monitoring and refining processes over time to keep content fresh, factual and solve real problems. Done right, ongoing publishing cultivates an engaged audience and moving brand discussions forward in a meaningful way. But it requires commitment to high editorial standards to avoid diminishing returns from content dush. With the right safeguards in place, companies can boost output without compromising quality.