Have you ever heard of something called the Content Shock? If yes, then this article would certainly make a lot of sense. While the same was predicted way back in 2014, individuals and marketers never actually believed that additional content can ever do any kind of harm to the website growth prospects. Although people should have paid heed to the warnings, it’s 2020 and ominous signs regarding the ill-effects of extra content have already started to show up.
How to Approach this Scenario?
We have seen marketers publishing highly informative blogs with the highest possible word counts. However, in the modern era where the effects of Content Shock are evident, the former might just be the wrong approach. Instead, we should immediately shun the ‘More is always better’ mindset and start concentrating precisely on the likes of quality maintenance and sustainability.
Here are the 6 reasons why the ‘More is always better’ approach isn’t working anymore, precisely for content:
- Increased Burnout Epidemic
There is a shortage of good content creators and even if there are decent copywriters available, they are fast falling prey to the burnout epidemic. Even a few years back content creation was considered an art which is now just a part of the existing hustle culture that endlessly emphasises on overworking, endless productivity, and sacrifices. This way, the willingness of the marketers to pitch in more and more content is actually burning out good writers with some leaving the arena and some delivering substandard content that harms the website more.
- Diminishing Returns
The less is more approach for content creation is slowly becoming a reality as we are getting to understand the concept of diminishing returns and its relevance to this arena. For example, content creation has a host of aspects other than just volume, including the likes of content conversion, quality, lead nurturing, and obviously targeting. Therefore, there will be a time when the content quantity will be sufficient and adding in more of the same would only use up the existing resources and negatively impact growth. Instead, after a certain point of time it is advisable to market the already created content.
- Undesirable Content leading to Bad Leads
You must have experienced that there are several brands that seems to have created enough content for targeting a certain niche. For example, a website targeting photographers would initially start posting content regarding the same and once it has created every form of content targeting photographers, there will be a choice to branch out i.e. to talk about videography and something that’s still relevant but not niche specific. This calls for the influx of additional content which can then increase the traffic and other marketing metrics.
So how is this detrimental to brand presence!!!
While the traffic increases, the brand ends up losing its value proposition, identity, and even fills up the sales funnel with irrelevant leads. This way the bottom-sales-funnel gets hit, real bad.
- Confused Readers
Content evolves and the best approach to deal with this inevitability is to upgrade the same instead of adding new stuff. For example, if you are talking about the best smartphones, it is advisable to upgrade the list based on the launches instead of writing a new post when a brand-new device arrives. It might be the case that there are five articles on the same topic which would then confuse the readers and urge them to take bad decisions, unwillingly.
- Minimal Maintenance
If you have an informative piece of evergreen content, it is important to update the same, accordingly. The concept of evergreen content is such that it keeps bringing sales, leads, traffic for years together. However, adding new and irrelevant content takes attention off the evergreen content which needs continual maintenance. This might mean adding new phrases, new sections, repeated Grammarly review for checking relevance, and other factors associated with content addition.
Dealing with this anomaly is easy. The process of content creation needs to take a backseat and you should start upgrading the existing content with timely inputs, re-optimization techniques, different keywords, diverse CTAs, new links, images, and new line of promotions.
- Takes a Lot of your Important Time
Unless you are spinning articles and putting them up, content creation is still a very demanding process to execute. Therefore, instead of wasting time on new content, it is necessary to focus on the betterment of the existing pieces that are already available to the readers. There is so much for a marketer to focus on, including new SEO developments, new keyword-based searches, and what not. There are times when it is necessary to write content for promoting existing pieces on social media, precisely for getting traction.
More isn’t always better, especially when content creation is concerned. Therefore, instead of putting in efforts to write new and informative pieces that might or might not get the required visibility, marketers should rely on content repurposing and other relevant ideas. However, if a website is new and doesn’t have a lot of content, it is necessary to concentrate on content creation first.