Earlier this year, we produced a paper that suggested the polar opposite of what most in B2B marketing say – that content is, in actual fact, NOT king. It is possible to produce too much content – if it’s the wrong kind.
We love great content. We know how big a part it has to play in a successful B2B marketing strategy, and it’ll continue to be prevalent in our own marketing efforts in the future. However, we want our clients to remember that content is merely a tactic within a wider strategy. If content is to be successful, it must be part of a framework that ensures it is being distributed to the right people at the right time.
Some live by the mantra “more is more”: the idea that the more places they have a presence and the more prospects they are touching, the better it is for the long-term success of the company. Pure and simple, they want content and they want it as often as possible.
But let’s take a step back and consider the downside of this. We advise our clients to assess the effort vs return when it comes to content, and consider if any of the following problems have started to occur as a result of trying to do much.
Existing content channels are taking a hit with each new one added
Effective content marketing is largely about prioritisation. Sure, in an ideal world it’d be great to have a presence across all channels. However, the reality is that spreading yourself thinly is far less productive than excelling at the most important channels for your organisation. We advise you to monitor where your leads are coming from and ensure your work is never diluted across the top three. If you are keen to add more channels then ensure you have the level of resources needed to cope.
Your staff members are struggling with the workload
Content production is not easy. While many erroneously assume an article or blog post can be produced without too much hassle, the reality can be quite different. If you expect staff to produce content, then ensure they have enough time in their schedule to create something that is actually of value to prospects. Remember, the more time-pressed your staff are, the less productive they are too.
Negative feedback is increasing
If modern B2B marketing is all about relationship building, then it is vital that you monitor any negative feedback you receive from your campaigns. If you see it increasing then it’s a sure sign that you are producing too much low quality content and should re-assess your efforts.
Social media engagement is dropping
Following on from the previous point, decreasing social media engagement is a strong indicator that your content quality is dropping. When sharing your own content you should always ensure it resonates with the pain points of the people you wish to interact with. Sharing low quality content purely to appear active is counter-productive, and will do more long-term harm than good.
If you are finding regular content production a problem, find out more about adaptive marketing technology and what it could offer your business.