Here’s a riddle for you: What’s better
than tacos? Easy answer. More tacos. But what’s better than more tacos? Even
more tacos. You’re just not going to convince me there’s such a thing as too
many tacos. I’ve lived in Texas for too many years to be swayed on
this matter. Many organizations approach content with the same philosophy that
I approach tacos. And I’m sorry, but as wonderful as your content is…it’s not
You want your content to be consumed. As with any meal (except tacos), portion control is something you should be aware of. It’s a crucial aspect of any content strategy. Too little content and your audience will leave hungry, left to find their fill somewhere else. But too much and your audience can get overwhelmed and write off your brand altogether. That’s why it’s important that every piece of content on the menu serves a specific purpose.
Good brands don’t create just to create. They aren’t piling everything on the plate. They communicate a clear message, timed for when their audience is most hungry for what they’re offering.
Does your content fit the criteria?
Everything you create should fit into your overall content strategy. If it doesn’t, there’s no need for your customer to bite. (Is it time that I retire this extended metaphor?) These four principles will help you know when the content is doing what it needs to do.
Your content should have a clear, easily-stated function.
Your website and social media pages have to meet the needs of your buyer personas. Make sure your content answers your audience’s questions and meets their needs or pain points head-on. Otherwise, you’re missing the function of content marketing altogether. Pare down your content to what matters to them.
Your content should tell a complete story.
Does your content fully explain the challenges for your audience and the capabilities you deliver? Do you have evidence that supports the value propositions? Ultimately, your content should tell a story, which covers some basic elements: (1) a need, (2) a roadblock, (3) an encounter with allies and enemies, (4) a heroic effort, and (5) an exciting outcome. All of it should center around the hero of your story, which is not you, but your audience.
Your content should be visually appealing.
Plan and choose how many images you want to use, based on the overall design and the content at hand. Pick images with a relationship to your topics so you convey a message beyond the words. Go custom whenever you can. Cliché stock images can feel like wasted space.
Your content should be posted at a regular frequency.
Provide content that your audience wants and update it on a consistent basis, but manage it wisely. It is better to create expectations for published content (e.g., every Monday and Thursday) than to dump everything on your site at once (e.g., five blog posts in one day and then nothing for several weeks afterward). Too many updates and posts can overwhelm your readers, so put limits on how frequently you post. These limits can depend on your industry. For example, if you write about sports, you’re probably posting several times a day.
Your content should be 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 too much copy, it can be hard to guide your audience to the content you want them to see. Here’s a hint: If your audience has to use your site’s search bar to find everything, that is the epitome of poor navigation.
An effective content strategy allows you to create content that benefits both your brand and your audience, without overloading them—and makes them come back for more.
Contact us to evaluate (or create) your brand’s content strategy — and content that fits into it.