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Content Isn’t Always King
Yesterday yet another article came across my newsfeed claiming that “content is king”. If you’ve been on the Internet for more than 2 minutes, you know that there’s a good amount of content on the web that is, well, less than excellent.
When we talk with our clients about creating content for their B2B business blog or eNewsletter, we frequently hear…
It’s a chore.
We struggle to come up with topics on a regular basis.
It takes up valuable time.
We’re wondering if it’s worth the effort.
Do you feel this way?
Many marketers believe that it is a critical imperative to produce interesting, insightful content every week—or even every day. Why? Because the idea that “content is king” has been branded on our brains like a bad tattoo. This “need” to publish just for the sake of keeping to a schedule has resulted in MORE being published, but not always more that is worth reading. In fact, if you produce enough of the latter, you will eventually lose your readers and negatively impact your brand.
Adding value through your communications can certainly be a plus for your clients and may drive new business, but only if the content is quality – i.e. relevant, informative, interesting, controversial, etc. Ultimately, what you publish represents you. If you cannot deliver something that is worth reading well AND meets your desired frequency, it’s a great time to reassess your strategy.
These days when we are asked for guidance on how frequently to publish, our advice is this:
1. Focus on delivering quality, relevant content. Prioritize quality over frequency.
2. If it doesn’t positively represent your business and value proposition, skip it.
3. Toss the schedule and write when you have something interesting and compelling to share.
Without the pressure, you can clearly think through what type of posts will be most meaningful. Your content and your contribution will be stronger. And, most importantly, your audience will appreciate your blog or eNewsletter more because you aren’t wasting their time.
