The internet has a problem with noise. We’ve been beating the “content is king” drum so loudly for so long that the place is overrun with a lot of useless, out of date content.
And yet, we still really like content. We know that if we’re not actively asking people to pay attention to us, whether through new blog posts, articles, tweets, pins or stories, they’ll stop looking. We’re not wrong, but as people committed to doing things right instead of the way we’re used to, I feel we have a duty to minimize how much we add to the noise.
So how much content do you really need?
There’s no right answer, but there are lots of wrong answers you can eliminate by asking some important questions while you’re plotting your content strategy.
How many followers do you have? Of course you want this number to grow, but if your number is very small, maybe your time is better spent finding new followers and leveraging the content you’ll find while you search.
How many followers do your followers have? If you’re trying to engage in a very active channel, you’re going to need to step it up. Posting a few times today (even if it’s the same content repurposed) will help you break through. If your target followers aren’t particularly active, too much content could drive them away, especially if it’s repetitious.
How much do you have to say? It’s important to keep the 80/20 rule in mind when you’re plotting content. 80% of what you say should be about and for your audience, saving 20% for the messages you want them to hear. If you know you’re going to be promoting yourself regularly, whether it’s events, new products, your blog, make sure you have enough content to keep your social media channels balanced.
How much time do you have? Before you commit to a content schedule, do a test run. How long does it take you to prepare it? Is it working? Small business owners’ time is at a premium and their lives are a juggling act. Find the balance between managing your social media channels and everything else you need to do to keep your business growing.
By no means am I suggesting we should throw in the towel when it comes to regular content. Far from it. Not only would that more or less put me out of business, but “starving” your channels makes about as much sense as flooding them.
Be smart. Focus on quality content aimed at the right targets at the right time.