Copywriter here. Sometimes the client gives me the barest thread of a topic, some minor, new product or service or partnership for them, something that could be covered comprehensively in 300 words... and then they say they want a 1000+ word blog post on it (for SEO purposes).

That article is going to end up being mostly fluff, and there’s not much I can do about it. Sure, I can work in some background and play up the implications of the news, but really, it’s just content for content’s sake, so that they can stay in their customers’ feeds.

And, just for the record, those type of articles are not my forte or preference, but are an unavoidable reality in my line of work.