Content Marketing: Less is More

As a small business owner you probably spend a lot of your time reading articles online, reviewing search engine results, checking Facebook and Twitter, and consuming other online content. You’ve probably got pretty good at scanning content to determine what is useful and what isn’t. You are looking for specific actionable information. So are your prospects and clients! That’s why it’s important to provide them with what they need and want‚Äö√Ñ√Ænothing less and nothing more.

Less Content is Easier to Manage

Small websites are easier to manage than large ones. There are fewer pages to maintain and fewer opportunities for problems to arise, like broken links or outdated content. What happens is that business create campaign pages, add new products or services, change business priorities, and more. They end up growing their websites far beyond what they should or need to be.

Even worse, business try to be all things to all people and create massive amounts of information to appeal to everyone instead of focusing on target audience. The information becomes so generic in attempt to appeal to the broadest possible audience that it becomes useless to just about everyone.

Creating content is important for improving search engine rankings, competitive differentiation, and appealing to your target audience. However, content must support key business objectives by providing information to your target audience so they can take action. If your content doesn’t do that, they it’s not useful. Perform an audit of your website content to determine what information should be removed or edited so you are completely focused on your target audience.

Less Content is User-Friendly

The amount of content your website should have depends on your industry and the products and services you sell. Pharmaceutical companies need to provide a lot of information for regulatory compliance as well as alleviating any concerns their customers might have about the product. A restaurant, on the other hand, need only provide some critical information about its operating hours, location, and menu. Find your Goldilocks spot to ensure you are providing exactly the information you need to, no more and no less.

The cornerstone of content marketing is your blog and its important to continue. We know that posting more often to your blog results in more traffic, but posting just to show you have a post every day isn’t the path to success. The content must be relevant to your target audience and support your key business objectives. If users come to your blog and find useless content, they won’t come back. It’s better to write quality, creative content less often than useless, irrelevant content more often. This might even save you time and money.

Creating quality content takes planning and time. Create an editorial calendar and map the content to your key business objectives. Avoid writing filler content. Focus on gaps in your existing content and write content that your target audience will find useful. Remember to measure the success of your content by reviewing the analytics so you can continue to improve you content.

Question Your Content

Good content marketing means questing the content you are creating. Often we are rushing to create content and get it out, never questioning if it makes sense. Start asking yourself if the content makes sense. Does this belong on the homepage? Will this tweet provide value to my followers? Will my customers find this post helpful?

Think about your target audience and their needs. Consider asking your customers what they want and really listen to their responses. You’re customers are probably posting information to your Facebook page, tweeting about it, or telling your customer service department. Use that information to inform your content decisions. If the content you are creating is not furthering your business objectives, then it probably isn’t useful.

Creating content that supports your key business objectives by providing information to your target audience so they can take action is critical to the success of your content marketing efforts. Make sure the content you already have on your website supports this goal. Avoid writing content that is not focused on your customer’s needs or your business objectives. Listen to your customers and ask them what they want. Spend the time to write quality content, even if it means publishing less often. You’re more likely to see the benefits of a thoughtful content strategy than a “just get something out there” strategy. Don’t forget to always ask yourself if the content you are producing is valuable to your business and to your customers.