Producing a high volume of content can and likely will raise your profile on Google searches or social media, but content that doesn’t align with your strategy will eventually hurt your brand down the line.
Never develop content for content’s sake
“Any exposure is good exposure.” The same cliché can’t be said about content.
Producing a high volume of content can and likely will raise your profile on Google searches or social media, but content that doesn’t align with your strategy will eventually hurt your brand down the line. If your content doesn’t serve a purpose (whether that’s providing real value to your audience, improving search engine optimization, or promoting one of your offerings), it’s time and money wasted.
As noted in the Harvard Business Review, “likes” are often just likes if you don’t have the right strategy behind them: “…social media—they are using it the wrong way. Amplifying efforts with advertising can provide higher returns on investment while creating an opportunity to connect with the most loyal customers.”
Don’t just think about the “how” of what you want to say, think about the “why.” We’ve seen how problematic it can be when a business retweets or posts something on their corporate Twitter that, while entertaining, has nothing to do with their brand and may actively work against it.
Good content is AEVA (accurate, engaging, valuable, and actionable). Good content is aligned with your strategy. Good content will work for you at all times, and never against who you are or what you want your company to be.
It’s nice having a busy blog to generate hits and an active Twitter account, but if the content isn’t building your brand then redevelop it to speak more to your values and offerings, or put it aside for later.
Less is more, so make your content as valuable as it can be.