Less Content + More Quality = Higher Value
Everything about the world we live and work in today as marketers screams for more. We need more content to generate more leads to win more customers. Unfortunately, this demand for more, more, more is having a negative impact on the quality of content that gets produced. It’s time to get off the merry-go-round.
Less and fewer are my two watchwords for 2015. I know this sounds counter intuitive at face value but I’m convinced it’s the right tactic for our business and will also serve you well. Let me explain:
Here at Spectrum we’re going to produce less content than we did last year and I advise you to think about what this would mean for your business. When we launched our blog the focus was on publishing every day. As a new business with a new blog this wasn’t a bad strategy – lots of people contributed on a wide range of communications-related topics, which allowed us to get a sense of what was resonating with our target audience. It also moved us quickly onto the first page of results when people searched for ‘Magnetic Content’. Now that we’ve defined our core topics – content, social, branding and creative – we have a smaller pool of regular contributors and will only publish three blog posts each week. Less content, sure, but it’s more carefully targeted and of greater value to our target audience.
In this recent interview with the Content Marketing Institute, Moz founder Rand Fishkin says brands should focus their content efforts on quality over quantity. Think about how many forgettable pieces of content you produced last year. How much time and effort did you invest in creating them? How much better would your audience engagement have been if you’d used those resources to produce one or two great pieces of content? Less is more if it delivers real value to your customers and prospects.
It’s always tempting to cast a wide net, especially for a new business trying to find its way in the world. If you’re using inbound methodology, by which I mean creating content to attract potential customers, this is not a good strategy. If you haven’t done so already, the start of 2015 would be a great time to clearly define your target audience(s). Is there a particular vertical market that you’re most knowledgeable about? What roles within these companies are likely to have input in the decision to buy your products and services? Some people live in fear of being pigeonholed, of being associated too closely with a particular industry, because it narrows their target market.
I say forget about them and embrace your niche. It’s one of your strongest selling points. Once you have a clearly defined target audience your next step is to work out what you can do to help them, to solve their problems, to make them more successful at whatever it is they do. These are your highest value clients and prospects. These are the customers you want attract and retain. These are people you should build your inbound marketing efforts around.
There are some things I’d like more of this year, like trusted client relationships. If I can establish more of those everything else will take care of itself. I’m betting that less and fewer are the best way to win more.