It is very tempting to create many different kinds of content and distribute it over a wide variety of social networks to maximize your company’s exposure.
There is an endless number of content marketing activities you can pursue. You could write a blog, develop an e-book, create a YouTube series, or organize a webinar. On top of that, there are many social media channels for content distribution such as Facebook, LinkedIn, YouTube, and Pinterest. The list of things you can do is endless and the task can easily become a full-time job for one or more people.
The problem is that if you are developing too many materials, the quality of the content often suffers. If the quality isn’t there, then there isn’t a chance for your company or organization to shine. A good strategy is to focus on just one channel, and make it as great as possible before expanding to others, especially if you are new to content marketing. If you’re going to write a blog, just do that. Make it as good as you possibly can and find the best social media platforms appropriate for what you blog about. After that, stick with it to develop a following.
The Content Marketing Institute recently did research on B2B marketers asking how effective they were with their content marketing and how many channels they were using. What they found was that the ones that use a high number of channels (12 or more) and posted to more than five different kinds of media channels described themselves as not being satisfied with the results that they were getting. That’s a lot of channels that require a lot of work to create compelling content, and even more to distribute it across social media. That has me think that starting with one channel and making it great will work better than trying to create lots of content.
Make sure you consider your limits about what’s realistic to produce, and then be consistent with how often you publish and also with the quality of your work. Better to do one thing at an A+ level on a regular basis than many things at a B- level.