WHY BIG COMPANIES MAKE BAD CONTENT

Summary from the TLDR Marketing newsletter

Hubspot published a “how to buy bitcoin stock” article, which doesn't relate to its offerings. This article explores why this strategy might actually be deliberate. Every published URL is a chance to acquire backlinks and an opportunity to get your brand in front of thousands of new, otherwise unfamiliar people. This traffic will typically convert at a low rate, but over time it can have a meaningful indirect impact on revenue. Large-scale content creation is marginally cheap so there is little to no opportunity cost for creating more “bad” content.