Content marketing during the pandemic era is characterized by swift changes in strategy and how quickly brands could adapt.
Every week, content marketing managers confront this age-old question: how much content is too much content for a company to promote and publish?
Should we publish once, twice, or three times every day on social media? Is one blog post each week excessive? How many whitepapers or guides do we publish in a month before the target audience becomes overburdened?
In my opinion? There is no such thing as too much content. There's a good explanation behind this.
Whatever industry your business or startup operates in, you will need to develop content. According to a recent research by CMI, 60% of marketers report that content marketing generates demand/leads. In addition, 70% of marketers say that content marketing helps to educate the audience, and 60% say that it helps build loyalty with existing clients/customers. You should be publishing material to promote your company's messages, products, and services, as well as to build a positive brand image and raise awareness.
However, many businesses are unaware that all of that content should be created and distributed across many platforms.
Often, businesses go too far and concentrate all of their editorial and media efforts on just one or two content platforms – whether owned media (their website, social media profiles, and blogs) or earned media (press releases, authored bylines in publications)
Broadening your content platforms allows you to publish more valuable information for your readers, as well as personalise your editorials and content to meet the needs of your various audiences. You can publish as much content as you want or need because you are not overloading just one channel when you have many content channels.
The focus should be around effective penetration and multi-content-platform strategy when you design campaigns. Companies should simultaneously mail out e-books/guides, write blogs, write exclusive opinion articles for different media venues that they can reuse on their social media channels, invest in podcast interview chances, and pitch for speaking opportunities.
When you start developing content for more and more channels, you'll be able to reach a much larger audience, and your organisation will have a much higher influence. The core objective of any content marketing effort should be to “showcase thought leadership”, getting your audience to 'like, know, and trust you,' and one of the best ways to ensure that trust is to be visible across as many content channels as possible, ensuring that your target audience sees, hears, and reads what you have to say.
This tip is even more vital if you're implementing a global content marketing strategy. There are countless platforms for you to publish various types of material – all linked to your brand and purpose – within each geographical region.
So, Is there such a thing as too much content? Simply said, I don't believe that enough businesses are providing enough content across enough channels.
For optimal efficacy and brand recognition, diversify, penetrate, and publish content as often as possible – in as many platforms as possible. However, ensure you are publishing quality content and not just quantity content. Working with a professional content marketing agency can help organizations create quality content that demonstrates thought leadership.
Karthik is the Co-Founder of Pink Ladder and Founder & Director of ThoughtStarters. He has over a decade of experience in branding, communication strategy, executive communication & thought leadership marketing, human resource and operations management. He has been instrumental in creating many award winning programs for leading brands like MeritTrac-India's largest Skills Assessment Company, Wipro Technologies and Accenture. He has worked closely with leading universities, industry bodies, analysts and research firms globally and acted as a catalyst in providing best practices and insights to customers across sectors. He has authored papers & articles in international journals & has been a guest speaker at many Ivy League Universities globally. He is a serial entrepreneur, always on the look out for the next big idea! Karthik has a Bachelor's Degree in Computer Science from Bangalore University and an MBA in Marketing & Finance from IIPM Bangalore.