When you start hearing people in the blogosphere talking about content fatigue (or content shock), it is time to pay attention to a possibly changing wind in your industry. But, when you start hearing your own colleagues give it legitimate voice, you know something is up.
I’ve had at least four conversations with other content marketing and content strategy folks in the past week who say they are concerned about the perceived fatigue in the marketplace around content and social media.
You know what I say?
It’s your own fault.
But, I before I start massaging your fingers, so tired from flying across the keyboard, I must ask you:
- Truly understand what you were trying to achieve with your content?
- Create a strategy before you started creating content?
- Think about your user audiences and what types of content would TRULY help them?
- Pick the right people to create and distribute this content?
- Cultivate your different social channels like each was its own fabulous after-Oscar party?
- Measure your results and report back to the team?
- Take what you learned and apply it the next time?
Organizations that are tired of producing too much content aren’t doing it right. The wins that come from producing great content give you the boost you need to keep iterating to improve your performance.
Some of the wins you’ll see in your analytics. Some of the wins you’ll see in your sales. But the wins you’ll truly remember are the customers who tell you how much your content really helped them to improve something in their own lives.
Like a baby smiling for a first time at her mama, THAT’s what staves off content fatigue.