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.
Guess what. Without increasing our content output, we grew from zero visits per month to nearly 4.5 million visits in October. How and why? Sophisticated distribution.
We create content based on data and on understanding what our audiences want to read. Vary your format and your approach to stories. Deliver amazing content that keeps them coming back and looking for what you’ll create next.
Whenever we are faced with the “more” conversation, it’s crucial that we advocate for content strategy, sophisticated distribution and fostering creativity.
Mediocre content gives content marketing a bad reputation, and it serves no one well—not your brand, not your customers, not your bottom line. It simply contributes to the noise and makes hard for us to do our jobs well.
I am always encouraging my team to think bigger. I want them to find new ways to create content that draws our audience in and delivers useful, helpful, relevant information. It is so important that we continue to hold ourselves to the highest standards possible.
Amanda Todorovich is the director of content marketing at Cleveland Clinic. A version of this article first appeared on LinkedIn.