When is Less – More?
We all get caught up with having to do more and more, especially when it comes to developing content and deploying it through various media channels. We get pressure from our bosses (clients) to be on every new thing that comes down the road. I recently read an article by Joe Pulizzi, the founder of The Content Marketing Institute, that addresses this actual issue – Do less, not more.
So here’s a novel thought, Don’t worry about quantity and start focusing more on quality. Let’s be realistic, we don’t have the time, resources or possibly content to do all things. Joe cites examples of great brands that started out by dominating one channel consistently over time. What a novel idea. Doesn’t it make sense to focus on and own the primary space you’re in? It doesn’t mean you can’t branch out into other means of getting your message out, but just take it slow.
So what does this mean for the manufacturers? It means do some homework to find out where your customers get their information. If it’s blogs, forums or LinkedIn groups, then start there. Create a blog, for example, that addresses your niche. Make sure you regularly contribute to it so you attract followers. Make sure topics are about solving customers’ questions/issues, not trying to sell them something. Engage them in a dialog of ways you can help them do your job better. Make whatever you do so good people can’t wait to read what’s coming next. In other words, over time, become the go-to resource for whatever specialty you offer.
I think you will find that by focusing on few things and doing them well will not only make you feel better, but will actually accomplish some of those marketing goals of becoming the industry expert.
What are your thoughts?