When is Enough Content Enough?

As marketers, we’re all trying to do more with less which begs the question, when is enough enough? Or should the question be quality vs. quantity?¬†I’m of the opinion that good content is better than more content and that we should be focusing on where it’s being targeted. The rule of thumb is your target audience needs to see your message at least 7 times before they believe it. That means you must have it on different venues to make sure you’re included. Heidi Cohen in a recent post talked about quality vs. quantity and how it’s affecting us all. 2015_B2B_Research-Content Effectiveness-CMI These stats that¬†only 38% marketers rate their content to be effective or very effective are disturbing. Especially for all the time and effort that you’re putting into it. Here are some more sobering facts from 2014 regarding more is less:

  • Brand-generated content by channel increased by 78%
  • Interactions per post per followers decreased by 60%

This might be a case of too much communications. We can’t stop, but we need to be more focused. It’s getting back to basics of:

  • Knowing your customer
  • Target content to meet your audience’s specific needs
  • Deliver it where they are looking

What kind of problems are you running into? Are these points resonating with what you’re experiencing?

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