The growth of content marketing across industry sectors has us debating how much content is too much
It’s important to share your organization’s knowledge and expertise with your audience through strategic content marketing. But it’s also important to not overwhelm them.
The latter is a significant risk, with 2014 predicted to be an even bigger year for content marketing.
To keep your audience engaged, you’re going to need to put more thought and care into making your advice, thoughts and topics fresh and relevant. Here are three approaches to keep in mind:
- Quality vs. Quantity – You can post hundreds of tweets, create dozens of infographics and produce one whitepaper after another. Or, you could take the one step your competition hasn’t: be compelling. How about recommending content for your audience? Netflix suggests movies, Spotify suggests music and Yelp suggests restaurants. What can you recommend for your customers that they’re not hearing about from other sources?
- Short and Sweet – An effective content marketing strategy isn’t about being the next William Faulkner, so please don’t write five pages about, say, a floating snowflake. Consider your smartphone – the three fastest-growing apps this year are Vine, Flickr and Instagram. These tools are great for sharing videos and photos, but long copy, not so much. So tailor your content to an audience that enjoys visual, meaningful content faster.
- Be Unconventional – Get smarter about how you deliver the content. Take originality to the next level. There’s a lot more to say here, but in order to keep things short and sweet, our next blog post is going to dig a little deeper into this topic. Stay tuned!
In the meantime, start thinking about your content marketing strategy for 2014. And remember, as Herbert A. Simon said, “A wealth of information creates a poverty of attention.”