How much marketing content is too much?

4 Minutes Read

Let’s talk about content marketing. We’ve all been exposed to content, whether it be on social media, news platforms, and even while driving in our car - it’s everywhere! Having great content could be the best thing for your business. However, posting too much or “bad” content can actually have the opposite effect. In fact, posting bad content could lead your audience, dare we say it, towards your competitors. So, there’s lots to learn to ensure that doesn’t happen.

What is content marketing? 

To put it simply, content marketing is material created with the intention to boost interest in a particular product or service and increase brand awareness. Pretty straightforward, right? Actually, creating the “right stuff” isn’t always as easy as it looks. Digital marketing content can take the form of articles, videos, podcasts, and the list goes on. Even this blog you’re reading is content. Nowadays, we are surrounded by tons and tons, and did we say tons?, of content. So much content, in fact, that it can be overwhelming. The goal of content marketing is to create the right marketing content that will help increase your revenue, while also presenting your business as the leading subject-matter experts in your industry. How great does that sound?

So, to begin to set your business up for success, you should first start by creating a solid content calendar that works for your specific business. We’ve outlined some tips on how to build out your ideal content calendar in our blog here. Today, we’re going to teach you how much content is too much, why intent in what you create is important, and how a bad content plan can ruin the outcome of your objective. By the end of this blog, you’ll be a content marketing pro for your start-up or small business! 

How long should a blog be?

When you’re creating blog content, you’ve got to find the sweet spot between not enough information and too much. This can be tricky when you’re passionate about a subject and could write for days on it. While we appreciate the passion, your customers may not. A decent blog can range from 500 to 2,000+ words. A successful blog should typically be between 1,000 to 1,200 words - just like this one. You want to leave the reader feeling satisfied with your content, not scrolling through to find where it ends or wondering what you’re talking about in the first place. 

Tips for how to post the right marketing content

1. Publish content that will promote your business, not just for the sake of content 

Make sure what you’re writing has intent. Think about what you’re trying to achieve by writing the content, along with who your target audience is. There’s actually a lot that goes into crafting the perfect piece of marketing content. After you’ve established your intent you can work on the planning and structure matter of your content. Then comes time for the fun stuff such as SEO, alt tags, and hashtags. If you aren’t familiar with our little friend SEO, or Search Engine Optimization, think of it this way: If you’re writing content about puppies and how to adopt them, you most definitely want to mention puppies and tips on how to adopt them so that your content is ranked higher when someone searches those keywords on Google. 

2. Content should match the voice and tone of your audience

How would it go over if you started speaking Spanish to someone who only speaks English? Probably not well, right? Bring this mindset to your content creation. You want to use lingo that your target audience would use - especially if you’re looking to grow your business. This is where looking back at the intent of your content can come in handy. Once you know the point you want to get across as well as who you’re targeting, then you can establish your tone. Another tip - don’t switch up your tone frequently. If you’re trying to appeal to a certain audience, consistency in your tone is key. If you’d like some more tips on how to write top-notch content with consistency, check out our blog here.

3. Create the “just right” amount of content that will keep the reader’s attention 

Remember when we mentioned the sweet spot range of a blog, this goes for all content you produce. You wouldn’t want someone yawning at you, or worse, walking away while you’re speaking to them, would you? We’re going to guess your answer is a “no”. Similarly, you wouldn't want to lose a reader’s attention when you put your content in front of them either. When you come up with your content calendar, make sure you’re spacing out posts and producing different types of content to grasp and keep hold of the reader’s attention. 

4. Republish your already existing content and turn it into something new 

Repurposing content should be considered a superpower. You already have the ideas, all you need to do is work your magic to turn the information into a different type of content. If you have some great content that you want to share again, never be afraid to repurpose it. Maybe you write a blog and turn it into an eBook, or an infographic, or even a podcast or video script. The possibilities are (almost) endless. Don’t be afraid to get creative with it!

5. Pay attention to how much your competitors create content and do the same

If you’re challenged with the question of how often you should post your content, we have a little secret for you - look at what your competitors are doing! If something is working well for them, it might work well for you too - especially if you have the same target audience. 

Are you unsure if your content is going to attract the right crowd? It might be a good idea now to turn to the experts for a little assistance. Today, everyone thinks they’re a content creation wizard, so it takes real consultants to understand the right content for your small business or start-up. Luckily for you, you’re already in the right place. That’s where we come in. We can help your business (no matter the size) create captivating content that can ultimately boost your revenue. I mean, how can you pass that up? 

Our intent is to help you become truly successful when launching your new or existing business - teaching you how to produce the best content possible is definitely at the top of that list. Reach out to our team for a discovery call to see how we can help you with your content strategy.

Picture of Stephanie Milne

Stephanie Milne

Stephanie is a digital marketer passionate about storytelling and content creation.