Now just to be clear and before I launch into this, I want to clarify an important point; I have never been someone that supports the more, more, more content theory. At least not for smaller organisations. The reason I don’t support this generally is because I wholeheartedly believe that quality comes before quantity and I still do.
For small businesses and not-for-profits, while it’d be fabulous to be able to produce tonnes of content every single day, the truth is, we’re just not able to. We don’t have the resources, including time, money, and even talent sometimes, at our disposal to be able to achieve that tonne.
At least not without sacrificing quality and running the serious risk of diminishing or compromising our brand.
It’s true, there are easy ways to post a lot of content constantly. You can just run your Facebook page by posting 20 links to other people’s stuff every day. It might work too … if that’s what you’re audience is after and it’s relevant to them.
But the thing is, for a start, there is no playbook, no silver bullet that will suit all businesses and small organisations. So what might work for some, or maybe one, will not necessarily work for you.
Secondly, even if that kind of high quantity, high volume approach without much depth, curation, or, let’s face it, real effort to even develop your own brand’s voice and presence, does work, it’s got a limited shelf life. It’s very limited in what it can achieve for you. So it might work for a while and maybe that’s part of your strategy, that’s fine, but there will still come a point when it needs to be changed up to achieve more.
The thing is that what I have found through working with my clients, creating their strategies, content and managing their accounts, is that if you can increase your volume to the point that you can manage without compromising quality, then there are some definite benefits to be had.
So with that preface out of the way, I’m going to say that the first benefit of posting more content assumes it’s quality content …
Quality over quantity … always
Posting more good quality, on-message, highly relevant content is always better than posting poor content whatever the frequency.
If you’re nailing your message, hitting your straps and you’re connecting with the people that you matter to, then of course more of that stuff is a good thing.
We’ve already established that quantity never trumps quality, but if you can manage the quality, then you should be doing as much of it as you can handle without compromising that quality.
Why? Because the quality is the hardest bit and so the more you practice it, the better you’ll get at doing it, the more content you’ll accumulate, the more people you’ll attract, and the more potential you have for being found and nurturing those relationships that are at the heart of everything you do.
Not everyone sees everything - heard of algorithms?
You have to understand that when you’re using social media, not everyone sees everything.
The algorithms make sure that there’s always a compelling reason to pay for reach, to pay to have more people see your stuff. The platforms also want to protect the experience of their users, so they want to make sure they’re seeing stuff that is relevant to them … and there’s a lot of stuff out there.
So if you have an event coming up, or some great set of tips, or even just your brand or core message itself, you can’t just say it or post it once and expect that’s it.
Not only will most people not see that one post at all, but even if they do, they need to see something about 7 times, or something like that, for it to finally sink in or even grab their attention.
That’s not to say you just create one thing and post it over and over, that would be a very bad idea, however, that same message said in slightly different ways over and over, and over time, is a very good idea.
So you take the same message and you find other ways of presenting it over time.
You can also repeat the exact content, it’s just that you need a bit of a gap so it makes sense to do that.
It shows your expertise or the depth in which you’re involved in a cause, movement or project.
Posting more frequently will just give you more opportunity to communicate different aspects of whatever it is you do. As a professional, it’s important to build trust in your audience so posting more content shows how your expertise can help.
The same is true for not-for-profits in raising awareness for their cause, or community projects. Posting more often gives people more of a chance to see, understand and engage in the difference you’re making.
You can share your own content, which should express your point of view or your organisation’s mission, or you can link to other people’s content providing comments that frame their content in terms of relevancy to your own audience. Case studies, or just examples of what you’re talking about don’t always have to be your own, but your interpretation of them should always be evident.
Communication is about relationships & they’re not a one-off transaction
If your business or organisation has active social media profiles, it’s because you have some form of content strategy, no matter how basic or technically advanced that may be. And at the end of the day, content is about cultivating and nurturing relationships … neither or which happen overnight.
Relationships online, with your business or organisation, take time just like they do in real life. And the more quickly you can grasp the fact that what we do and how we represent our organisations online is fundamentally no different to what we do ‘in real life’, the more quickly you’ll see those important relationships form.
You don’t go to a networking event, hand out your business card the moment you shake hands with someone, and expect they’re calling you that afternoon to sign up. Ok, it happens sometimes, but more realistically, you, like most other people, are reluctant to seem too ‘salesy’, too ‘in your face’. So why would you do that on your social accounts?
What you really want is for people to know and appreciate your true purpose, expertise and abilities … and that takes more than one connection over time.
Relationships that really matter take time and they pay off over time.
Respect social on the same grounds and you’ll have given yourself an understated, but very authentic advantage. People are people on or offline.
The more content you create, the more you grow your content asset
Every piece of content you create, seriously, even curating and commenting on other people’s work, is all part of your content repertoire. Your repository. Your archive. Stop thinking you’re on this treadmill where you post something once and that’s it, you’re now onto the next thing.
No. Repetition, repurposing, getting better at expressing your particular brand and organisational message and mission, is all facilitated and magnified by collecting, organising and re-using all that stuff.
If you don’t collect it, how can you improve on it?
If you don’t organise it, how can you improve AND re-use, or repurpose, it?
Collecting and organising your content builds an organisational ASSET. A business ASSET.
Social media’s not going away, content marketing is not going away and hopefully neither is your message, your organisation and the difference it makes in the world. So organise your content intentionally so it can become the asset it deserves to be. One that provides real value, that forms the basis for constant improvement, connection with your people, relevance in your market and community, definition for your brand, and consistency and refinement of your message.
The more content you create, the more you build your content asset, your archive. It’s not just a case of being on the social media/content creation treadmill of constant churn - there’s a higher, more strategic purpose, so if you’re wanting to create more content, make sure it counts over and over again.
The more you do something, the better you get at doing it
Just like forming and nurturing those relationships takes time, so does the quality of your content. That’s not to say that you can produce high-quality content from the word go, you can, and I want that to be your standard, it’s just that, like anything, the more you do something, the more you practice, the better you get.
On one hand, it’s like fitness - the more you exercise, run, play that sport, do that workout, whatever it is, the fitter, over time, you’ll get. By producing more content, you’ll get content-fitter. The more content you produce, the quicker, more efficient you’ll get at doing it.
And you’ll get better at producing a higher quality, as long as you intend to improve, to push yourself.
The more things you try, the more often you do it, the more you flex those content muscles finding ways to connect with your audience, express your organisational message and test ways of being relevant to the people who matter, the better you’ll get at it.
Posting more give you more data to work with
Remember there is no playlist so the only way to find out what's going to work is by doing it. By posting more often, you're going to get more data, more feedback about what's working and what's not working. More feedback on what people like and what people engage with.
So if you only post once a week, you have one opportunity in that whole week, and only four in a whole month, to work out what it was about that post that people liked or didn't like.On the other hand, if you post 5 times a day, then by the end of that month you have a whole lot more data telling you what did work and what didn't work.
Again, there is no playlist and the only way to find out what's going to work for your business or organisation is by doing it. Therefore the more you do it, because of the way social media works with insights based on the engagement indicators from your audience, as well as data on who they are, the more feedback you’re going to get.
Since our businesses and organisations will only survive if we’re able to communicate their relevance to the people we serve, this feedback and data collection mechanism is a really good reason to post more. The more you post, the quicker you're going to learn what works and what doesn't and the reason that we want to know that is because we want to do less of what's not working and much more of what is working.
So to summarise ... whilst you never want to compromise your quality of content for quantity, and we're going to assume we understand and respect that, it's also important to test and find out how much content you can produce whilst maintaining that quality because there are benefits to be had.
Just by producing more content, your quality has a greater chance to improve and you'll also gain more data, more feedback about what's working and what's not working. Not to mention building your content asset, which makes it easier to, one; produce content because you don't have to recreate the wheel every time, and two; make that content better based on what you know from the feedback and also just on your own Improvement and experience.
There are some compelling reasons to produce more content and as long as you can maintain your quality, heading in that direction is not a bad idea. However, that's also going to depend on, and always will depend on, you finding out what works for you … which will happen quicker the more you do it.