Digital Content Customers Don’t Want to See: 10 Key Insights for Marketers

In a world dominated by digital interactions, companies have unparalleled opportunities to connect with customers. However, not all content is created equal. Poorly designed or intrusive digital content can drive customers away instead of engaging them. Here’s a look at types of digital content that customers generally dislike, along with insights into why they’re off-putting and how brands can avoid these pitfalls.

1. Overly Promotional Content

Why It’s Disliked: Today’s consumers are savvy and can recognize when they’re being sold to. Content that’s overly promotional, especially when disguised as educational or informative, often backfires by creating a sense of insincerity.

What to Do Instead: Focus on value-based content that offers insights, solves problems, or entertains. Use a balanced approach where genuine content is mixed with subtle, well-placed calls to action (CTAs). Building trust with your audience will make them more likely to engage with your brand.

2. Irrelevant or Unpersonalized Content

Why It’s Disliked: Generic content that doesn’t address customers’ specific needs, preferences, or interests can feel like a waste of time. If content isn’t relevant, it’s unlikely to catch attention or generate engagement.

What to Do Instead: Use data to personalize content. Segment your audience based on preferences, past behavior, and demographics to tailor messaging and offers. For example, an e-commerce brand might send personalized product recommendations based on previous purchases, increasing the chances of engagement.

3. Clickbait Titles

Why It’s Disliked: Clickbait titles that promise more than the content delivers are a major turn-off. Misleading titles can create frustration, lead to a lack of trust, and even deter customers from returning to your site or social media page.

What to Do Instead: Be transparent with titles and descriptions. Craft engaging but honest headlines that accurately reflect the content. This approach helps to build credibility and sets the right expectations for your audience.

4. Intrusive Pop-Ups and Ads

Why It’s Disliked: Intrusive ads, especially those that pop up immediately or obstruct content, are one of the fastest ways to annoy potential customers. These interruptions disrupt the user experience and often lead to a negative impression.

What to Do Instead: Use non-intrusive ads that are strategically placed, such as sidebars or footers, which don’t interrupt the customer’s browsing. Consider using exit-intent pop-ups to catch a user’s attention when they’re about to leave your site, rather than as soon as they arrive.

5. Content with Poor UX Design

Why It’s Disliked: Customers expect content that’s easy to navigate and consume. Poor design, cluttered layouts, and hard-to-read fonts can create a negative experience that overshadows the content itself.

What to Do Instead: Focus on clear, user-friendly design with intuitive navigation. Aim for mobile optimization, as a large portion of consumers access content on smartphones. Simple, clean layouts with ample white space can make your content more appealing and accessible.

6. Low-Quality or Outdated Information

Why It’s Disliked: Content that’s inaccurate, poorly researched, or outdated can damage a brand’s credibility. Customers want to know they can rely on your content for accurate, up-to-date information.

What to Do Instead: Regularly update content to ensure it remains relevant. Invest time in creating well-researched, high-quality pieces that reflect the latest trends, data, and insights in your industry. Accurate content fosters trust and establishes your brand as a reliable resource.

7. Hard Sales in Social Media Comments

Why It’s Disliked: Using social media comments or DMs to push sales or overly promote a product can feel intrusive and make customers uncomfortable. It’s often perceived as spammy and can harm your brand’s image.

What to Do Instead: Engage genuinely with users by answering questions, providing helpful information, or expressing appreciation. If users express interest in your product, then you can offer more information or direct them to resources. This shows that you value customer relationships more than quick sales.

8. Overused Stock Photos and Generic Visuals

Why It’s Disliked: Customers can easily spot stock photos and visuals that lack authenticity. These generic images make the brand feel impersonal and diminish its uniqueness.

What to Do Instead: Use original, brand-specific images or professional photos that reflect your brand’s personality. Invest in visuals that convey your message uniquely and match the content’s tone. Authentic visuals can elevate content and make it more memorable.

9. Lengthy, Unscannable Blocks of Text

Why It’s Disliked: Long paragraphs and dense blocks of text are overwhelming to read, especially on digital screens. Customers tend to scroll past content that looks like a heavy read, no matter how valuable the information may be.

What to Do Instead: Break up text with subheadings, bullet points, and visuals. Add a table of contents for longer articles or include summaries. Making content scannable allows users to find the information they want quickly, increasing engagement and retention.

10. Content with a Lack of Credibility or Authority

Why It’s Disliked: Customers want to engage with content backed by authority, credibility, or expertise. If a brand publishes content without credible sources, it can be perceived as unreliable or irrelevant.

What to Do Instead: Include data from reputable sources, cite industry experts, or offer first-hand insights that showcase expertise. Providing references for your content shows a commitment to quality and reinforces trust in your brand.

Creating digital content that customers want to engage with requires a blend of authenticity, personalization, and user-friendly design. Brands that prioritize value over promotion, respect the user experience, and present trustworthy information are the ones that successfully build loyal, engaged audiences.