How to Use Content to Grow Your Business

This week, we tackle another content conundrum: How often should you write and post content for your business? (If you missed the first post in our new content series, Part 1: Why Write?, you can read it here: Why Write Content?

Today’s question puts me in mind of the old fairy tale, Goldilocks and the Three Bears. What is too much content? What is not enough? And how can we get it just right?

I know from my experience working with entrepreneurs and CEOs over the years that this is a question that weighs heavily on their minds. One thing I’ve heard over and over is, “I don’t want to annoy people by posting too much” or “I don’t want them to get burned out on me.” Another common concern, “I don’t want to send too many emails; I’m afraid people will get upset and unsubscribe, or mark me to go in their junk folder.”

Believe it or not – and this amazes me the most – I hear these same worries from other marketing companies. I’ve come to think of it as another FOMO. Instead of Fear of Missing Out, it’s Fear of Marketing Often. (In our Goldilocks tale, this would be Papa Bear.) So, why do business owners have FOMO? Well, it’s usually based on their own concept of how much is too much. We’re all busy people, and I understand how the idea of posting daily or sending weekly emails can seem daunting. 

But here’s where true marketing experts can help you answer these questions. How much content is “just right” is not based on Papa Bear’s gut feeling—it’s based on tried and true marketing data collected on Goldilocks. Here are some facts for you. If you post daily on Facebook, about 10% of your fans will see one of your posts at any given time. (Spoiler alert: That’s not a lot.) If you send a weekly email, you’re shooting for an open rate somewhere between 15-25%. (And even at 25%, which is worth celebrating, it’s not a lot.) Your followers on Instagram are likely to see more of your content – because Instagram prioritizes accounts with higher engagement – but only if your followers are willing to scroll down for it. 

The takeaway from this is that your audience will not see (much less consume) ALL of what you post/publish/email. And if you fall on the side of Mama Bear, and don’t post enough, your business risk is actually higher.  Failing to post and engage with your market can lead to being forgotten. Or worse, it can give the impression you’re inconsistent and unreliable.

Here’s the advice I’ve shared with my most successful clients, and now with you: You can not have too much content. You can not share too much. Be giving. Share your time (by communicating) and your expertise (by producing valuable content). And this works for all your platforms, whether you use social media, newsletters, or have your own website. Keep your content fresh; keep the information flowing.

Here’s another fact: On average, it requires a minimum of eight touches before a potential customer will even consider scheduling a vendor meeting or making a product purchase. Now, all of these eight touches may, or may not, spring from the same platform; that depends on how your target market consumes information. But consider, if your only method for content delivery is a monthly newsletter, it will likely be a minimum of eight months before they consider your goods or services.

What I hope you’re learning from this is that Baby Bear isn’t the only brains the family. (Plot twist!) It turns out that when it comes to sharing content, Papa Bear had it just right all along. But knowing how much to post is not the same as actually doing it. And if your company is small, you may not even have anyone to delegate to. But this is where being strategic about what you post and how you post comes into play.

You can, I truly swear, have every week of content covered by starting with just one blog post a week. 

Here’s the basic formula:

  1. Write a blog post with a minimum of 7 paragraphs.
  2. Publish the post on your website.
  3. Now, break each paragraph out to become one day’s worth of social media content (always with a link back to your blog).
  4. Now take that same blog post and put a two-paragraph preview (with a “Read More” link) into a weekly email newsletter.

Come back next week, and we’ll dive deeper into how to apply the formula above.

How to Use Content to Grow Your Business
Why Write Content?

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