ABC World News with Diane Sawyer has been investigating how infrequently we buy and use products “Made in America.” One report said that only 2% of the items we buy are actually made in the U.S.A. The segment inspired us to scrounge through the content in our closets where we found t-shirts from Haiti, jeans from Taiwan and seemingly everything else from China. Gap, Victoria’s Secret, Nike – the more American the brand, the less chance it was made in the USA.
Sometimes You Get What You Pay For
During the hunt we found an Avani pullover, a pair of 7 for all Mankind jeans, and a pair of Joe’s jeans all were “Made in America.” These all happened to be some of our favorite, and higher priced, wardrobe pieces. Not only is this prime example of “you get what you pay for,” but it made us proud to support these brands and excited to learn more about them.
As content developers, we're often challenged by ads from content writers willing to work for a penny a blog post (approximately), or a dollar a deliverable. Often these writers are non-English speaking natives based in other countries.
From our experience, business owners who want cheap content are purely interested in cranking out quantity for SEO purposes. They have been sold on the SEO theory that low-quality, high-quantity content will stay behind the scenes. Its purpose is to create backlinks and improve search engine rankings. It’s not about brand integrity, building relationships, or long-term commitment. In fact, it’s similar to why so many brands outsource their manufacturing; low-cost, quick results...low concern for quality.
Cheap Content Stays on the Internet…Forever!
What happens when people find these “cranked out” articles, press releases or blog posts? Do they make a purchase? Maybe, if it’s cheap and happens to find the right person at the exact right time, like the person who stumbles upon a GAP when they need a new white t-shirt. But, that's as far as the relationship goes. They don't rave about the brand in social media. They don't share the information on Twitter or spread the news to their friends.
Cheap, “cranked out” content is like a white t-shirt from the GAP. It’s easily forgettable, and nobody notices it, shares it, or talks about it. It can sit on the internet forever, getting old and yellow and taking up valuable space. Don’t ya think?