We all love the idea of content writing, right?
Writing blog posts, sending out email newsletters, sharing insights on LinkedIn, it feels productive. It feels like we’re “doing marketing.”
But here’s the uncomfortable truth… sometimes our content marketing actually hurts our business.
I’m not talking about videos or Instagram reels here. I’m talking about good old-fashioned writing; articles, website copy, case studies, emails. When it’s done wrong, it can chase away leads, make your brand forgettable, and quietly sabotage your growth.
Let’s walk through some of the sneaky ways bad writing can do damage… and what you can do to fix it.
I know, SEO matters. We all want Google to like us. But if your content sounds like it was written for robots, guess what? Real humans won’t bother reading it.
People bounce off your page faster than you can say “keyword density,” and yes, Google notices that too.
Write for humans first, then sprinkle in your SEO magic. If your post is something your audience would send to a friend, even if search engines didn’t exist, you’re on the right track.
It’s tempting to crank out blog after blog, email after email. But if each piece is random and disconnected, you’re just adding noise.
People bounce off your page faster than you can say “keyword density,” and yes, Google notices that too.
Plan your content like it’s a road trip, every stop (or post) should move you toward a clear goal.
In the online world, headlines are the gatekeepers. If yours is bland, vague, or full of jargon, people will scroll right past, no matter how good the content inside is.
Great writing never gets read if no one clicks the title.
Be clear, be bold, or spark curiosity.
Instead of: “Our New Marketing Strategy” try: “The Odd Strategy That Tripled Our Leads in 30 Days.”
When your content could apply to any business, it ends up resonating with… no one.
People want to feel like you’re talking directly to them, not to a vague crowd.
Narrow your focus. If your blog is aimed at “B2B SaaS founders struggling with onboarding emails,” it will speak much louder than just “email tips.”
Ever reached the end of an article and thought… “Okay, now what?”
That’s what happens when you don’t include a next step.
People drift away instead of engaging deeper.
Always close with a gentle nudge, “Here’s where to start,” “Check out this guide,” or “Send me your questions.”
We all have that one blog post that did amazingly well… and then we left it to sit in the archives like a forgotten treasure.
You’re leaving easy wins on the table.
Turn that post into an email series, a checklist, a LinkedIn carousel. One strong idea can feed your content for weeks.
It’s easy to default to corporate-sounding copy, it feels professional. But if your brand voice is so safe that it could belong to anyone, you’re blending in instead of standing out.
People connect with people, not with lifeless brand-speak.
Show your personality. Use humor, warmth, or even a little sass if that’s your style. Let them know there’s a real human behind the words.
Content marketing can be one of the best ways to grow your business but only if your writing is intentional, human, and true to your brand.
Before you hit publish, ask yourself:
“Is this actually going to help my reader, or am I just adding to the noise?”
Because at the end of the day, the wrong kind of content isn’t just a waste of time, it might actually be hurting your business.
