“Too much content.” Most writers would shudder at that phrase. Give a writer a column, and they’ll take a page. But the best marketing writers have long ago embraced the cold fact that there is such a thing as too much content [slight shudder].
Too little content and your audience will leave hungry, left to find their fill on someone else’s content. But too much content and your audience can get overwhelmed and write off your brand altogether. That’s why it’s important that every piece of content a brand produces serves a specific purpose. Good brands don’t create just to create; they create to communicate a clear message to their audience.
How much content should your business have?
Make sure everything you create fits into your overall content strategy by keeping these points in mind.
- Function. It might be the face of your brand, but don’t make your content self-serving. Your website and social media pages have to meet the needs of your buyer personas, not your own. Make sure your content answers your audience’s questions and meets their needs or pain points head on, or you’re missing the function of content marketing altogether. Pare down your content to what matters to them.
- Design. Plan and choose how many images your site wants to show, both based on the overall design and the content at hand. Pick images that have a relationship with your topics so you convey a message and a meaning. Go custom whenever you can to add value to the imagery you use. Don’t overdo it from a design standpoint or you can overwhelm your audience.
- Post frequency. Provide content that your audience wants and update it on a regular basis, but manage it wisely. Too many updates and posts can easily create clutter and be overwhelming for readers, so put limits around how frequently you post.
- Navigation. Is your content easy to find? Poor navigation on your website may make the right amount of content seem like too much from the start. Navigation must be simple and consistent. When there are too many links, images, or copy, it can be hard to get your audience to the content you want them to see.
An effective content strategy allows you to create content that benefits both your brand and your audience—without putting them on content overload.