Slowing Your (Content) Role
Content is the backbone of most marketing departments today. Now there are 30 times more blog posts published a day than there were ten years ago, because it yields terrific results. So marketers are eagerly creating content at an unprecedented rate. But in many instances, they’re doing so in a thoughtless way, leaving marketers and consumers alike to suffer from content overload.
The solution? A minimalist strategy.
A minimalist content strategy begins with identifying a clear vision for content that is aligned with overall business and customer goals. This gives purpose to every piece of content attached to your brand. When it comes to pioneering the strategy, Jacob Warwick of Convince & Convert stresses the importance of placing a strategic thinker at the helm:
They set ground rules, outline distribution channels, understand performance measurement, consider budgetary needs, and build repeatable processes for more tactical producers. A strong strategic foundation is critical for scaling in a cost effective manner.
Because results may not be furnished in the short-term, having a sound means of performance measurement is a must. If you’re feeling underwhelmed by content quality, performance, or efficiency—don’t panic and double-down on volume. Do the opposite. Sit a few plays out, hedge the cadence of your creation, and evaluate the process that may be driving ineffective content.
Check out Warwick’s original piece for building a minimalist content strategy below.