In the last few years, content has become the beating heart of how brands communicate. With ads being skipped, muted, or blocked, the only messages that truly reach people are the ones they choose to read. Companies now produce an endless stream of blog posts, videos, whitepapers, and guides to earn that attention. But in this flood of content, one uncomfortable truth keeps resurfacing: much of it simply isn’t very good.
The internet is drowning in content, 27 million pieces of it are created every single day. And yet, research shows that 60 to 70% of website content goes completely unused. Most of it never finds an audience, never ranks, and never supports the brand it was meant to represent.
In other words, we don’t have a content shortage; we have a quality shortage.
Poorly edited articles, broken links, missing metadata, and thin SEO all eat away at credibility. And when content fails to meet a basic level of quality, it doesn’t just disappoint readers, it undermines the brand itself. It’s the digital equivalent of handing someone a beautifully designed brochure with typos and half-empty pages.
In an environment where trust and authority are earned word by word, content quality isn’t a “nice to have.” It’s essential.
The quiet work that makes great content possible
Behind every piece of content worth reading, there’s usually an editor, someone who ensures that the story makes sense, that every link works, that titles and descriptions meet SEO standards, and that what gets published reflects the brand at its best. Editors are, in many ways, the last line of defense between a thoughtful piece of communication and another forgettable page on the internet.
But as content operations grow and the pressure to publish increases, maintaining that level of care becomes difficult. Deadlines are tight, content pipelines are full, and many editors find themselves spending more time tracking technical issues than shaping stories. The reality is that manual quality control doesn’t scale easily, and that’s where smart automation can help.
