Can you have too much content in content marketing?
Can you have too much content?
Content can be very effective for driving customer engagement, building a brand’s reputation, and generating leads. In fact, the more content you have, the more leads you get.
But the question is: Can you have too much content?
Well the answer is it depends, and here’s why. If you don’t have the resources to create and distribute high-quality content, then you won’t succeed no matter how many pieces of content you put out there.
Basically, it all comes down to the same old battle: quality vs. quantity.
A survey from Orbit Media found that bloggers who post more often are more likely to see strong results. The biggest difference was between those who reported to post weekly and those posting 2 to 6 times per week, the latter showing a lot better results.
This approach also seems to work for Jeff Bezos and the Washington Post, as they produce 1,200 posts every single day, increasing their website traffic by 28%.
But let’s face it, most of us are probably not able to publish 1,200 pieces of content a day. However, 2 to 6 posts per week seems like a realistic goal for most businesses.
For those of us who don’t have Bezos-like resources to flood the web with this insane amount of content, it’s better to stick with quality.
Quality content drives quality leads, meaning bad content most likely doesn’t attract your target audience or even generate any leads at all. If you focus your content on attracting the right visitors, then the volume becomes less important.
A study by Convince and Convert shows that 87% of successful content marketers prioritize delivering quality over quantity.
Instead of creating the most noise, concentrate on producing really good content that offers true value to your audience. Be the credible source that your readers want to come back to.
Content Marketing Strategy
In order for your content marketing to be effective and to help you achieve your goal of generating leads, you need a strong content marketing strategy in place.
Here’s a little checklist to help you set up a successful content marketing strategy:
- Define your content marketing goals
- Define the roles of your content marketing team members
- Research your target market and what kind of content they’re most likely to engage with
- Put an editorial calendar in place
- Determine what type of content you want to create
- Create engaging shareable content to convert leads
- Make use of SEO to rank your content high on search engines
- Create your content promotion strategy, including a social media calendar
- Measure results with analytics and research
- Check results and make improvements where necessary
To circle back to our original question whether you can have too much content, we’d like to put it this way: Although there’s no such thing as having too much content, what’s the point in creating it all if it isn’t tailored to your audience’s needs and doesn’t lead to achieving your goals?
In the end, it’s about having high-quality content and producing it in just the right volume for YOUR audience. We’d love to give you a specific number, but there’s no universal amount or a one-size-fits-all solution. Research your target audience and keep testing different approaches to figure out what works well for you and your business. Keep in mind, frequency is important, but you decide how frequent frequent is 😉