It’s that time of year when many write about how blessed they are and about the things they are most grateful for.
Here are two things every content marketer should be ungrateful for—more and mediocrity.
We’ve heard countless times that most companies are creating more content. More is a dangerous word. It’s loaded with expectations and pressure to just crank out content.
There is a false presumption that more content means better results. More content simply creates more noise for content marketers to break through.
We should reject the push for more, because the way to deliver exceptional content marketing results is not by increasing the production of content. Rather, it is by developing a sophisticated strategy that aligns the right content on the right channels in the right formats to the right audience. Focus on defining “right” based on your business goals, and you will never have to worry about creating “more.”
The Cleveland Clinic Health Essentials blog has published three to five posts per day since it launched in 2012. We have consistently stuck to that volume.