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 content creation.  

The challenge many companies face is not knowing how to measure the exact amount of content to publish.  Companies seem to either publish way too little content (a 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.  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.

Additionally, 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.

Unfortunately, many companies have too much content because they are unaware of how much content is enough. 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 and your organic rank ultimately will suffer.  So, how much content is enough?  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.

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.