May 23, 2018

How Much Content is Enough?

How Much Content Is Enough?

We’ve said it once and we will say it again, content is king! Numerous studies have shown that the companies that produce more content gain more organic traffic than those that don’t regularly update their content. Even going from one to two blog posts a week can have an impact on your brand’s organic search presence.

With companies pumping out weekly and even daily blog posts, articles, e-newsletters and more, your content is constantly challenging your competitor’s content every single day.

So how much content is really enough to help your brand stand out among the rest? Before we dive in, we should probably go over exactly what we mean by the term “content”.

What do you mean by “content”?

Basically, content is any sort of helpful material, whether it be educational or entertaining, produced by a business in order to connect with or sell to a target audience.

Let us be very clear that a blog post is only one form of content. Videos, graphics, podcasts, images, white papers, reports, manuals, and pretty much anything else can be classified as content.

As much we would like there to be one right answer in regards to how much content you should be posting, ultimately, since there are so many different forms, the amount that is involved varies for each form.

That’s why we’ve put together this guide to help you find the sweet spot for your marketing strategy.

Remember your audience.

How often and how much you post is greatly affected by who your target audience is. If you are trying to reach an audience over the age of 60, you may not post on social media as often as you would if your audience was in their 20s. You may, however, send more email campaigns or write more articles.

One of the best ways to determine the sweet spot for the amount of content you publish is to run a few tests. Do people stop reading your e-mails when you move from two to three per week? Did your engagement rate change when you only post to Facebook 3 times per week instead of every day? Did the phone start ringing off the hook when you started blogging every week?

There are lots of factors beyond the number of times you post that influence the success of your content, but running some tests is a great way to get closer to finding that sweet spot for your unique target market

Remember your goal.

Never lose sight of how posting content contributes to your overall marketing strategy. Are you hoping solely to expand your audience reach? Do you just want to improve your website’s SEO?

The answers to these questions can guide where you place your focus and how often you create and post content.

Remember your competition.

Always remember to take your competition into account. If you see your competitor having huge success posting more often than you, consider following a similar posting frequency and see how that affects your engagement levels. Analyzing your competition’s strengths and weaknesses can significantly help improve your overall marketing strategy.

Remember, quality over quantity.

If you really know your target audience, creating fewer, but better pieces of content can actually be a lot easier, more manageable, and more effective than you think. With more content being produced than ever, producing high-quality, comprehensive and engaging content will serve you better in the long-run that a high number of low-quality pieces.

Aiming to produce one solid piece of content each week is a pretty good benchmark to set. The key is in creating the best piece you can that week.

If you’re worried about what you’ll share to your social media channels or in your e-newsletter, remember that not everything has to be brand new content. Going back and sharing older, evergreen content is a great way to make the most out of your investment in content creation.

When it comes to content, it’s only truly enough when you’ve solved all of your customers’ problems, answered their questions, and you don’t have anything left to say. Contact The Design Thinking Agency today to create and implement a content strategy that works for your business.