When Too Much Content is a Bad Thing

Managing a company’s website and internet marketing strategy can be a full-time job.

Creating content that engages users while monitoring the success of your efforts and effectively running paid advertising and social channels takes a lot of time and creative effort.  And, while many internet marketing tasks can be automated or simplified by the use of third-party tools, one task that can’t easily be streamlined is quality content creation.  

What’s difficult about content creation?

Many businesses struggle to even know where to begin with content marketing.  What type of content should you be posting (video, blogs, infographics, etc.)?  What specific topics should you cover?  How should the content be distributed to your audience?  What’s working and what isn’t?

One question we’re asked frequently is, “How much content should I be creating and posting?”  We covered how often you should post to your blog in a previous post.  Very few companies seem to get this right! Many businesses seem to either publish too little content (one blog post every 6 months) or way too much content (several blog posts, images and videos per day that aren’t unique, compelling or useful).  The disadvantage of posting too little content is clear: there’s no reason for Google or visitors to return to your website or social channels.  However, the disadvantages of posting too much content might not be as clear so let’s take a closer look.

With an immense amount of content your website’s pages, visitors tend to feel as if they are in a word maze.

Where should they go first? What really matters?  Overwhelming your website’s visitors and fans on social media with content is likely to confuse and frustrate your audience and search engines.

Unfortunately, many companies have too much content because they think increasing content distribution frequency will increase online visibility.

Some believe that if they put everything online, users will find whatever they want and that search engines are more likely to index their website’s pages. This strategy doesn’t work. In fact, the opposite occurs – visitors are unable to find what they are seeking which leads to traffic bouncing off your pages (if you can even get traffic to those pages in the first place) and your organic position in search results will suffer.

Have you ever followed a business’s Facebook page only to unfollow it within a day or two because the business is constantly posting boring or obnoxious content?  If your goal is to increase targeted traffic to your website (and, why wouldn’t it be?) then you need to post content that appeals to your target audience.

In fact, knowing your audience may be one of the most important aspects of a successful content marketing strategy.  

For instance, if your company sells fitness apparel, then will cake and cookie recipes be good content for your website? Probably not since your target audience most likely consists of people who are into exercise and also eating healthy.

Your internet marketing efforts are bound to fail when you try to appeal to everyone because you’re likely to end up not connecting with anyone.  Keep your content focused on a clearly defined audience and cater to the interests, concerns and needs of that audience to avoid confusion.  Don’t overwhelm your visitors with content that doesn’t speak to them.

So, how much content is the right amount of content?

Research your competition and your industry and then be realistic about what your staff can produce.  Only post content that is useful and unique – and develop a content calendar so that a nice steady flow of quality content is being presented to your audience.  Consistency and quality are crucial.  

Most SEO agencies suggest no less than one blog post per week, but if you can produce five blog posts per week that are all at least 1000+ words of quality content then you’re likely to see your site perform better in organic search than if you only post once per week.

Keep your content simple, clean and easy to digest.

For example, if you own a medical practice that just acquired a new piece of diagnostic equipment post information about it, but only information that would appeal to your patients and potential patients. How will it make their visits shorter or how will it allow you to better diagnose their medical issues?  Leave out technical jargon that won’t make sense to them regardless of how fascinating the information is to you.

If your company would like help with managing your internet marketing and deciding exactly what content should be posted to connect with your visitors, ClickFirst Marketing is available to help you get to know your target audience.