Content Marketing: Why Less Could Be More
As a strategist for a digital consultancy, I often encounter brand leaders who are interested in generating a higher-value return from their content marketing efforts. Unfortunately for many, increased frequency is an easy answer that could result in diminishing returns.
In order to rise above the expansive noise of digital media, a deliberate and strategic approach can regularly drive increased value at a proportionate resource allocation.
Posting on Facebook only because that’s what other businesses are doing is like throwing a needle into a very large haystack.
There’s no denying social media marketing is important, and many business managers are led to believe that they should be constantly writing and generating content to drive more business. The net result is often high quantities of content with little regard for the intention and quality of media.
Whether you’re a small business owner who is doing the work yourself or a large brand with a dedicated marketing team, this approach on a social network can be overwhelming in resource drain without garnering much of a return.
This type of content deployment tactic among marketers and businesses is known as “checklist marketing.” Marketers and business owners are on every social media platform, trying every new trick and filling profiles/pages with fluff content geared toward keywords and not toward the customer.
Instead of peppering the internet with content overload, find a balance between the quality content coming down your pipeline and the amount of content that won’t saturate your audience.
Achieving high rates of engagement is especially important on platforms such as Facebook and Twitter. Brands may lose visibility with their followers if their content isn’t being engaged with at a rate as high as other profiles that their audience is following.
If a brand’s content isn’t contextual or appealing through enough cycles, there is a risk of alienating audiences and even losing followers. Think of it like email marketing — if your rate of unsubscribes doubled shortly after increasing your send frequency, then you’d consider rolling back the increase. Similar to social media, it’s important to monitor the queues from your audience and adjust accordingly.
Sponsoring your best content will assure maximum visibility with people who have already volunteered to receive your content.
Most popular social networks have advertising platforms that allow brands to reach more people. For Facebook specifically, it’s important to boost content to your existing followers since only a small percentage — 6%, as reported in 2014, and declining since — will see your content organically.
In my experience, retargeting an audience with which you’ve already had a brand touch point will convert to goal at a higher rate than an audience that’s being introduced to your brand for the first time.
It’s important to analyze content engagement rates to find out the type of content and frequency of content that your followers will consistently engage with. For some brands, this could mean two posts a day, and for others, two posts a month. It is always a good idea to start conservatively and then scale up post frequency until your EPP (engagement per post) or CPP (clicks per post) reduces past the normal fluctuations due to content variations.
By following the “less is more” mantra, businesses and marketers can focus more on compelling content, customer experience and brand voice.