Content Marketers: Stop Doing 70% of What You’re Doing

I know, I know. Heresy. You’re all about CONTENT MARKETING, right? You’re a master at INBOUND MARKETING, eh? That’s awesome. I am a whole-hearted believer in what you’re doing.

I just wish you’d do a lot less of it.

The increasing Content Shock that we all felt (but didn’t have a name for, until Mark Schaefer clued us in) is real. There are simply too many companies producing too much content. When I look at clients’ content production schedules – many of which call for a minimum of 3-5 pieces of content per week – I get daunted; nauseated.  Not surprisingly, not all of this content is top-notch. Some of it is kind of shabby. Some if it is rushed. Rarely is it AWESOME.

The AWESOME is getting buried by the dross.

Now, I am not saying “don’t post to your blog every day”, or am I insisting that you “only publish AWESOME stuff.” I am simply saying that if you’re going to put it out there, make sure it adds value; even if it’s not AWESOME, it should at least be pretty darned good. You don’t walk outside in your pajamas, right? You put in a little effort to make yourself presentable to others. Do the same for your content.

At that point. since you made the effort to assemble a quality piece, do something EXTRA for that content. Find out what sorts of people would benefit and pull together a cost-effective promotional push to ensure it finds its way into the feeds of prospective customers and other important stakeholders. Do NOT treat it as you’ve treated every other piece of not-so-great content. If it’s special, treat it that way. And if it’s not special, why bother posting it?

The Internet doesn’t need to hear from you every day. Your customers don’t need to hear from you every day. Even your fans don’t need to hear from you every day. But don’t worry, they won’t forget you. Even more so, they’ll appreciate you all the more when anything and everything they see from you is QUALITY.

If this post is resonating with you at all, here’s an experiment to try. Pick your historically least busy month and plan ahead for it. Pull together a maximum of three AWESOME pieces for that entire month. Put a small budget behind promoting each piece of content, ideally in places where they’re highly likely to reach your target market, and share them liberally. Then mark your progress. Did you do better, worse, the same? Did the amount of resources required make the experiment more, or less, likely to succeed? Did you see fewer prospects or more? Were they prospects of a higher quality, or not?

Do you want to read case studies or do you want to be a case study? Take a chance. We could be reading about your experiment soon: “This Company Decreased Its Content Marketing Efforts by 70% and You Won’t BELIEVE What Happened Next!”

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