Growing your business? Take a time out from content

  • By Team CSI
  • |
  • Jun 16 2016
Categories: |Toolbox

If you’re growing your business, it may be time to cut down on content

It seems contrary to do less when you’re trying to do more. But when it comes to content, it’s often the smart move.

We live in a world full of competing messages, information overload, and too many choices. It’s most obvious online, but the same is true for print. How many of the flyers in your mailbox do you actually read? How many brochures on that long wall of brochures do you actually pick up? Exactly.

Yet, as a growing business we feel that we have to be where the competition is. And the competition is everywhere: on Facebook and Twitter and LinkedIn and YouTube and SnapChat and Instagram and Pinterest and Vimeo and who knows what else. And, of course they have a website (at least one!) and a blog. And probably apps. And if you don’t keep up, especially in the digital space, you’ll be left behind. Right?

Wrong.

Your competition is following each other, round and round. Instead, follow your customers. Click To Tweet

Your competition is following each other, round and round and round. They’re the last people you want to follow. Instead, follow your customers.

I know your customers are everywhere too. So find out where your customers are when the information that you have to give them is the most useful or interesting. I promise you, it’s not everywhere.

Most mid-sized companies I talk with are so busy trying to create content that they don’t have time to think beyond that. The content is not targeted. It’s not measured. It’s usually not even well written or produced. Yet business owners are scared to stop creating content in case they miss that one big sale they might get from a random blog article. Or because their next Facebook post just might be the one that goes viral and propels them into superstardom.

Content is more effective when it’s well researched, well planned, and well produced. Businesses get a better return on their investment in content when they target one specific audience on one channel, and do it well, rather than splatter content across all channels hoping to catch someone’s attention.

As your business grows, having less content and more clarity will help you to scale more easily. And having targeted, quality content helps you stand out from your competition.

So, here’s a challenge:

  • Figure out how many hours you spend on creating content.
  • Then, for the next three months cut it down by two thirds.
  • Use that additional time to research your audience, learn about the unique content needs of each channel, provide your staff with training, plan your future content, and figure out how you’ll measure content success.
  • Then ramp up again, focusing only on what you can do well.

If you want some tips to get started, we’ve put together a checklist you can use to simplify and reduce your content.

Further reading

Reduce and simplify your content: A checklist

Unnecessary word list

Content insights from growing companies

Our content strategy services

 

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