How Much Content Is Too Much?
Are You Overdoing Your Content Marketing Strategy?
Back in the early 90s, I would always anticipate the arrival of our Reader’s Digest Condensed Book. I would stay glued just to finish all 4 (sometimes 5) abridged stories in one sitting. The content of these condensed books was just the right length, the right number of stories (4 to 5), the right quality and selection of authors that suited my typical reading niche. It seemed RD knew what I wanted to read, how many stories I wanted to fill my need and how to make it short enough without sacrificing the story.
Where is this going? Well, a few years ago, content creation was growing at a rate that was inconceivable and it worked for most marketers. But can we still use this strategy this year? In content for online writing 2017, marketers should ask these questions: Is it still applicable to create lengthy content to engage our readers? Or would we rather create a “condensed” version that our readers might like more and read to the last sentence? Should we churn more articles and posts to reach a certain quota? The real question is: Are we writing too much content?
This is the big dilemma
It boils down to one big answer: quality content that answers users’ problems.
Yes, anyone can write and be called a writer. But not everyone can write well. The not-so-good ones don’t really put a lot of effort, and become impatient with their work, making them a bit careless. The result? Mediocre and rambling content that zooms in on keyword hits rather than user engagement and better user experience. You can’t hide bad quality content whose only target is word count and keyword compliance. Like a bad rash, it will show. And the readers will eventually discover that the content isn’t answering their needs.
Is volume good?
Content marketing strategies must put more effort in coming up with new and more fascinating ideas for blog posts, articles, videos, white papers, infographics, and other forms and create epic content that will stand out from the rest. There seems to be an insufficient amount of new ideas and not enough good ones to feed “the very hungry content caterpillar.”
Most marketers put a quota at content creation to at least one piece of content per day. This puts enormous pressure on the writers to produce quality informative, educational, meaningful and relevant content. Content creations that are epic, if not fantastic are difficult to achieve because it takes a lot of time and energy should be borne out of our readers’ needs and not out of a deadline or quota – lengthy or otherwise.
Understand a few important core points in content marketing:
- Readers want answers and if you provide them, they will come. Find customers’ questions. Do your investigative research then find top keyword searches. Write top notch quality content with all the right answers. Apply Google Analytics to see results. REPEAT! Customers want solutions. Not a parade of articles that can’t help them.
- For sure, no one will notice a day, (or 3 days) that you haven’t posted. If the articles are less frequent but thought-provoking, it could be a strategic way to make your readers anticipate your next publishing.
- But still produce regularly. If you are nowhere to be found, they might go hunting somewhere else. Once they’re gone, it’s hard to convince them to come back.
- It’s not about quantity, it’s about efficiency. Is your content meeting your objectives of answering customers’ questions? Is it sparking engagement? Is it creating business for you? Don’t consume yourself with content quota.
- Just produce enough content to cover all the bases – the essentials – the answers, but keep it interesting. Don’t blow it by giving irrelevant content.
- Watch the metrics and measure which ones work. Marketers should use analytics to know the proper frequency and volume of content. That’s part of their job.
For your online writing 2017 and content marketing strategies, it is important to regularly feed the machine but to also have a balance while concentrating on quality over quantity and being consistent on the writing. Then use proper measuring tools to check engagement. Then do it all over again. Once you’ve got that perfect rhythm for creating and publishing your content, it just might surprise you how less content could bring you more returns. Then you could truly say, “a little Less is definitely More.”
Annie has 19 years’ experience as an editor and content creator and manager. With work in television and written media, she has dedicated her past 10 years to learning the ropes of online content creation, from writing to editing, from SEO to content management.
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