We’ve all heard it; content is king. As a marketer, I can’t agree more. But of course, it’s not that simple. It’s about the right content at the right time delivered on the right platform. That’s where marketing becomes an art. Recently, I’ve been reading some interesting articles around the idea of too much content driving down the return on marketing and cannibalizing each other. Interesting ideas that have had me questioning my own content marketing strategy. Is it possible to have an inundation of content?
Promotion is Paramount
“Too much” implies it’s not worth it. So to ensure you don’t drive down your return on content marketing, you need to focus on creating content with valuable insights your audience needs. But more than just “good” content, you also have to promote that content through your other marketing channels. Breaking up a white paper into bite-sized factoids make for great web graphics.
Thought leadership pieces usually lend themselves easily to infographics, which are effective fodder for your public relations activities. Creating bold statements for blog posts make for viral tweets. Without this amplification, even good content becomes the tree falling in the forest that no one hears making it too much.
Hacking The Long Tail of Content
By any definition, good content continuously drawing people into your sphere of influence long after you’ve published it. So how can a small business hack the process of good content creation to ensure it never becomes “too much?”
- First map out your customer’s journey. In the simplest sense it starts with your customer realizing they have a need, then they perform research on how to solve that need, they weigh their options, decide on a solution, and finally a vendor.
- Second, create content for each of these stages to help move your audience along their journey towards you. Someone researching solutions will want different information than someone who is comparing your with your competition. Make sure each piece of content address these questions and fears and then, yes, amplify your content so people can easily find it.
- Flush out your content marketing further by aligning content with each stage of your sales funnel. Finally, if you still need inspiration, you can always create content around questions people ask most about your offering.
That’s enough to keep even a big business busy. And with every piece of content, remember to promote and market it so your audience can use it and you can get the most out of your content marketing and drive more business.