Why Posting Bad Content Is Bad For Your Reputation
So you work in healthcare. Yeah! Already you are doing something that is worth talking about. Now you’ve realized that you should start a blog or newsletter and build some resources to share socially and have on your website. Yeah again! You might want to hold that yeah if you plan to:
- Come up with ideas that reflect your industry or specialty.
- Fill 12 months of a content calendar with 300 pieces of content
- Curate or create, edit and post the content
- Make sure it’s appropriately tagged and has good SEO
- Distribute it out over as many channels as possible to create and reach an audience
Your yeah might have just turned in to a nay but hang on. There’s more to learn.
If you started this process and didn’t quite realize what was involved you might have looked for other ways to fill that daunting looking calendar. Maybe other staff, colleagues or freelance writers. Thank goodness for so many choices! But what if the content you’ve received from these valued sources isn’t quite up to your yeah standard? What if the messaging is bad, the spelling is worse and the topic doesn’t fit what you are focusing on? What do you do then? You say no.
Now I realize that saying no leaves a gap in your content calendar and that can cause a bit of stress. I realize that you might not have the time or creative juices to put something new in of your own. What I need you to realize is that it’s better to go with nothing or recycle content than to put out bad content. You are trying to build up trust with your readers and sending out bad content is a prescription for disaster.
If you put out bad content through your channels, you are saying you believe in what was written. You are endorsing it and putting your reputation behind it. Even though the author isn’t you, yours is the Twitter feed, Facebook page or newsletter that someone is receiving this content through. It might not happen right away, but the reputation and trust you are trying to build will get eroded and call your own expertise in to question. I don’t think that’s why you started communicating in the first place was it?
What is bad content? Anything that:
- Contains a statement of fact that cannot be verified such as a health claim about a treatment or therapy.
- Has numerous spelling errors, bad syntax or grammar mistakes.
- Profiles broad or inflammatory statements or criticisms that would offend or alienate your clients
- Is written in such technical jargon that only a colleague would actually get any benefit out of reading it.
- Quotes sources or studies but doesn’t have the links to them within the writing.
- Misleads or misinforms the public reading it in order to convince them to use a particular therapy or treatment.
Now if you wouldn’t be ok with someone doing this during a face to face with your patients or clients, then it shouldn’t be ok just because it’s online. And believe me, it can impact your health care practice the exact same way.
If you want to get started with blogging or sending a newsletter and don’t have a communications pro on your staff, take the time and invest in one. It could be me, which would be great, or it could be someone else you know and trust. Just make sure to take that step before you go online to find someone with the skills and education to make your online presence a success!