Debunking the Biggest Myth About Content Marketing

I’ve created a lot of content in my career. I’ve managed social media channels, ran corporate blogs, served as editor of a magazine and more. While these roles were varied with different companies and different clients, I’ve struggled with one

common misconception — the idea that more content is better. Here are three reasons why that’s simply not the truth.

Quality wins over quantity

Do you like to receive poorly written daily email updates from a brand you haven’t interacted with in years? No one does. Whether you work at a corporate communications team or a busy agency, time is money. If you spend the time to know your audience, know what they care about and how they like to engage with your brand, rather than skipping straight to “create mode” — I promise your content will stand above the competition.

Your brand isn’t as exciting to your audience as it is to you

It sounds harsh but it’s true. We’re all biased. Especially when we spend each day thinking about a few brands, products or clients. To us, they’re the best thing ever but our audiences need convincing. We won’t be convincing anyone by spammy social posts or emails.

The negative impact of content overload

Over communicating tone deaf, uninteresting or repetitive content will have a negative impact on your business. Even if someone has a certain level of affinity for your organization, they can only receive so many emails before they no longer open or worse hit the dreaded “unsubscribe.” Time is money and both are precious. Creating excess content is a drain on both.

Unsure of the sweet spot for your business? Are you creating content without a defined goal in mind? Shoot me a message, I’d be happy to talk about how content strategy can elevate your business.

Give your content time to breathe while keeping the big picture in focus.