We’re sure you’ve all heard the saying ‘content is king’. That saying exists for a reason, good content is widely regarded as one of the best ways to reduce your bounce rate and increase your brand’s value. If you’re able to produce quality content that people want to read, watch or interact with then boom, you’ve instantly made you website a more attractive place to be.
Of course, you can always have too much of a good thing, and the same is true of content marketing. But exactly how much is too much?
Are You Spamming?
Obviously not intentionally, but the overeager content creator can all too easily end up posting so much that they unintentionally alienate their audience. Spamming is a genuine risk of content marketing, and dodgy companies gallore use the technique to sell bogus pyramid schemes and the like. You don’t want to have your own content lumped in with these guys, so make sure you set a reasonable schedule and not fall into the trap of positing at every available opportunity. You want to leave your users hungry for more or your great tasting content, not full to bursting with with it to the point of being sick.
Are You Focusing on Quantity Over Quality?
This ties back to the point about spamming. If you’re so focused on getting out as much context as possible, more so than making sure that content is worth consuming, we’re sorry to inform you that you’re on the wrong track. Content should be consumable first and foremost. The more people enjoy it the further it will go to achieving its goal: reducing your bounce rate and putting bums on seats in front of your site.
Are You Recycling Ideas?
This is an easy trap to fall into. You probably have a topic that you know more about that most, and as the articles pile up it can be tempting to produce more and more content based around that topic. That’s fine the first few times, because your expertise probably means you’re making good stuff that people find useful. Once they’ve read it though, not many are going to want to read it again, no matter how many snazzy new titles you give it. It’s important to branch out. Doing so will increase your knowledge base, make your site more useful for a wider range of people and help to prevent you repeating yourself ad nauseum.
Is Your Content Appropriate for Your Industry?
Before you start producing content you should take the time to identify whether it works within your industry or not. Clogging up your site with unrelated content isn’t just confusing for the reader, it’s also a red flag to Google, who might decide that your is a bit, for want of a better word, dodgy. Suddenly your efforts to improve your site’s online presence have had the opposite effect. Ouch. The sort of content you produce is going to be strongly affected by the industry you’re in, which makes it hard to advise upon. Decide how much and what type of content will be most appreciated by your users and run with it. If you need more resources on this topic, read about How Much Is Too Much Content.