Less or More Content? Which is Better for Your Business?

How much content do you need to see results and boost your SEO? This is apparently one of the most important questions asked by content creators and marketers alike. There is a blurry line that separates efficiency from excess when it comes to quality content – which explains why you must answer that question correctly. What is the answer? How much is too much?

What Does Your Audience Need?

In a very Socratic way, the best answer to the question “How much contest is too much?” is another question, “What does your audience need?”

Most content marketing tactics advise you to create content that meets the expectations and fulfills the needs of your target audience. What do they need from your industry? What do they need from your business? Regardless of how many posts you publish and promote, you must be able to specifically target the needs and expectations of your audience with each one. Otherwise, you are simply throwing arrows into the air instead of shooting them with a bow.

Pay Attention to Your Headlines

The amount of content you publish and promote may never match the amount read and shared by your fans and followers. This does not mean you are unable to create quality content. It does speak volumes, though, about the focal points of your content used by your target audience – such as the headlines that you use for your posts.

Studies have shown that 80 percent of all readers do not get past the headline of an article. Therefore, if none of your headlines magnetize your audience, then you are essentially stockpiling headless arrows (i.e. sticks) that can never hit your target.

Keep It Consistent

Your readers and followers will expect a consistent flow of quality content from your brand. If you decide to publish 10 posts this week but only 2 next week, you are killing your chances of meeting their expectations. Instead of focusing too much on the quantity of your content, you should focus more on the consistency of the content created.

It is highly recommended for you to create and maintain a posting schedule that will make it easier for you to set the bar of expectation and reach it week after week. Your target customers will keep coming back for more if they know when you will consistently have something new and engaging for them to enjoy.

Analyze Your Analytics to Identify Your Weaknesses

Most effective content marketing tactics encourage you to study and analyze the data analytics associated with your posted content. Just because you may receive these daily reports via email does not necessarily mean you are studying and dissecting them to extract their full value. For instance, you may just notice the number of views that you have from certain posts (or your overall traffic) and then just toss the report to the side or delete it from your inbox. The typical report provides a wealth of information that will help you determine if you need to bulk up your content output. For instance, pay attention to the exit and bounce rates to see how long your visitors are sticking around before they abandon your website.

In addition, you should also focus on the read times and click rates to ensure you are providing your customers with valuable information that piques their curiosity and engages their attention. One report published by The Guardian referred to “skim reading” as the “new normal.” You need to make sure that you create quality content your target audience will enjoy and share with others.

Examine the Social Media Element of Your Content

The popularity and prevalence of social media have made this online platform a vital tool for the success of any online presence – regardless of market or niche. As you analyze the amount of content you create, you must also focus on your social media presence. How much are you promoting your various posts on social media? Do you have a structured social media marketing schedule in addition to your published content?

Integrating social media widgets within your published content will help you to achieve this goal. That way, with just a few clicks or keystrokes, your visitors will be able to quickly share your content on their own social media pages and profiles with little to no difficulty.

Leave a Reply