Is There Such a Thing as Too Much Content?

How much content is too much content?

The world is our oyster. Actually, the internet is our oyster. Thanks to software like ad blockers, content is easily sifted through platforms and onto the screens of our consumers. But with the ability to reach target audiences faster, comes the need to create more content—content that stands out among the rest.

Have you ever wondered how much content is pushed through social media platforms in one minute?

With the amount of content scrolled through in 60 seconds, is it worth creating copious amounts of copy and images to keep up with the pace? Let’s dive into some reasons for NOT creating lots of content…

Great content no longer relies on heavy word count

Today, consumers don’t look for intensive and long-form articles. They look for an experience. Whether that experience comes in 500 words or 1500 words, great content doesn’t depend on a word count. Great content does depend on relevance to the reader. Certainly long-form content has its place in a content marketing plan, depending on your business goals and audience – but only when backed by a strategy and implemented workflow.

Pro Tip: The miniskirt approach—short enough to cover the point, long enough to keep it interesting. (How am I doing?)

Quality over quantity

The production of content in large amounts with little quality is no longer a tactic in any online strategy. Consumers are looking to see something and remember it. Make sure your content is carefully planned, researched, and is what your audience is actually looking for. You’ll never be remembered just because your brand has a lot of content. You’ll be remembered because your brand has kick a** content. Don’t get me wrong—a large volume of content is always useful for any brand. Just make sure it’s relatable, high-quality, worth the read and worth your own writing time!

If you don’t believe me, Ann Handley from MarketingProfs said it best herself…

“I don’t think how much is the right question,” she challenged. “It’s more about how effective your content is. Focus on whether it’s meeting your objectives: Is it igniting conversations? Is it enabling relationships? Is it sparking business?”

Attention spans are shrinking

Hello, Millennials! That’s right, we’re talking to you. The rising generation doesn’t have the want, nor the spare selfie time, to read long, irrelevant articles. Keep in mind that majority of digital content engagement is through the smartphone. No one likes strolling for a decade on a small screen.

Now Gen Z – the generation that will challenge and ultimately change the content game – is another factor to consider when thinking of content curation. If Millennials weren’t engaged before, the following generation is the true test on how long you can keep an audience on your page.

According to Fast Company, Gen Z will account for 40 percent of all consumers come 2020. I know what you’re thinking — we’re only just figuring out marketing to Millennials! The challenge with marketing to any audience, regardless of their up-and-coming generation, is to find out what’s important to them. Deciding how and where to communicate that information is the tricky part. If you can’t keep up with Gen Z, then you might find yourself ‘draking.’ (I have no idea what I just said either).

Study Your Audience’s Behavior

A big part of knowing whether you’re curating unnecessary content is by studying your target audience and their behavior with your current content.

At this year’s Content Marketing World in Cleveland, Joe Lazauskas, editor-in-chief at Contently, claimed that, “5 percent of content gets 90 percent of attention.”

What draws your audience to that 5 percent? What kind of learners is your audience made up of?

Consider is the type of language your audience uses. You probably have several buyer personas corresponding to different demographics. Identify the communication and purchasing habits of each, and don’t forget to consider the delicate balance between in-store purchases and the penetration of digital content. This will only take your content strategy to the next level!

Visuals

According to Boenisch, visual content can be a huge contributor to your digital strategy, because 50 percent of people are visual learners. Content that connects with a viewer on a psychological level is said to be 43 percent more persuasive. So while spending time on your written content is important, be sure to include visual elements that complement your words.

The Mistake

One of the biggest mistakes a brand can do is NOT study its customers. Not only are they looking for an experience, consumers today want brands that know them. We are in the era of the engagement economy. It’s time to buckle up and engage at full force.

Understanding and “knowing” your customers comes with testing your content and reviewing the way your audience interacts with it. Without testing and research, you’re more likely to produce content that doesn’t garner a single click. And at that point – no amount of content will be able to help.

Sources:

https://marketingland.com/writing-much-content-202405

https://www.econsultancy.com/blog/67818-content-is-king-but-for-brands-there-s-too-much-of-it

https://www.brightinfo.com/blog/how-much-is-too-much-content

http://contentmarketinginstitute.com/2013/06/creating-content-how-much-too-much/

https://contently.com/strategist/2017/08/08/content-every-minute-graphic/

http://www.boenisch.com/mastering-visual-content-marketing/

By | 2017-09-27T15:57:47+00:00 September 27th, 2017|Articles, Featured|1 Comment

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  1. […] with the frequency of content being delivered to customers, it’s important to look at the quality of what you’re putting out. If customers don’t feel like content has value to them, they […]

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