Is less content better than none?
Philippa Lowe
Published: 17th April 2018

Is less content better than none?

The idea of getting stuck into content marketing can be an overwhelming thing to entertain. With just one quick Google search, you’ll find yourself drowning in articles about how to use content marketing to your advantage. Everyone has a different opinion on what really works and they all seem to have the data to back it up, so it’s hard to know what you should be doing. We get it!

The one thing we know for sure – and many of the other voices of authority will tell you if you take a quick look – is that posting regularly and getting into a habit is the way to go. Of course, ‘regularly’ will look different to everyone. For some, it might be posting twice a week while for others it might mean simply posting once a month. Every business is different with varying budgets and time to throw at the content marketing – there’s no better way to make a decision than to create a pros and cons list, so we’ve done just that with all your content posting options.

The case for not posting any content, ever:

The best thing about this option is that you don’t ever have to put any effort in. If content marketing overwhelms you, you’re probably already knee-deep in this option. No content means no effort, no thinking, no scheduling – none of it. It seems like an appealing option, right?

Unfortunately, having no content – whether it’s on your business social media or on your actual website – means that you’re missing a huge opportunity. Content is perfect for showing everyone your expertise and for establishing yourself as a voice of authority. Most content is also highly shareable, meaning that you can reach people far removed from your usual audience.

What about posting every now and then?

The great thing about posting sporadically is that you are only creating content when you want to – this often means that your content is high quality, because you’re committed to sharing information, not just getting content up on time.

The bad news? Motivation can be low on the ground for many of us, so it’s dangerous to rely on those sparks of motivation for posting your content. If you only follow your own whims, it’s unlikely that you will regularly be posting and that can be even more dangerous.

If a potential client was to come wandering over to your website or your social media right now, what would they be met with? Is it fresh content recently updated or is it stale, mouldy content leftover from 2016 with no new content since? If it’s the latter, your potential clients aren’t seeing your authority, they’re seeing you as someone who doesn’t bother engaging with their readers regularly and is lazy about their content – if you’re lazy about your content, they may come to the conclusion that you’re lazy in other areas of your business.

Do I really need to post regularly?

We are a little biased here at Incredible Communications but we do think that you should be posting regularly. Of course, it takes discipline to get into a routine of posting regularly but it can be done and the rewards are tenfold.

Not only do you get to position yourself as a voice of authority in your industry through your content, it also gives you a regular opportunity to interact and engage with the people who follow your social media and keep an eye on your website. Your content also gives you more opportunities to include keywords so that you can appear in more search engine results – the more you post, the more your business will appear in front of potential clients.

Worried about running out of ideas or motivation? We put together a year’s worth of content together in just half an hour, so we’re proof that you can still strike while the iron is hot. From there, it’s only a matter of thinking ahead and staying on top of it all – no small task, but one that will pay off.

All the technical things aside, when you’re regularly posting, your content speaks for itself – a business that posts content regularly is an active business that cares about keeping their customers updated and anyone who comes across your content will see this clearly.

For us, the choice is clear – posting regularly is better than not posting at all or posting sporadically. We understand it can be overwhelming and it can take a little time to get into the swing of things, so that’s why we’ve put together some valuable resources for you so you can get on top of your content.

If you’re still feeling as though you’re in over your head, we can help. If you’re ready to take the next step with your content, contact Incredible Communications today on 0414 711 107.