Bla bla bla bla bla bla bla. Bla-bla-bla. Bla-bla. Blech.
It cost me nothing to post that (well, possibly a little pride).
In a discussion with other marketers yesterday about whether or not there is still a place for print marketing, one observation stood out: when a company commits to print, they tend to think harder, more strategically, about what they're producing. The result? Better marketing.
The fact that so much digital marketing is "free" has led to a stream, a flood, a torrent, a tsunami of thoughtLESS marketing. And this onslaught of bad content is leading to digital fatigue (and an absurd amount of wasted time).
Later in the same day, a client admitted that instead of hiring another marketing team member, she's committing to a cheap content generation contract. Her rationale: "I just don't want to pay US labor rates for the deluge of content we have to put out on social media and our website every day."
Oy! More is not more when it comes to marketing. If you need permission to generate less content, please view this post as said permission. Three thoughtful social media posts per week will do your brand more good than 30 filler posts (exception ... if you're selling something really cheap and impulse-worthy, more can be more. But not if you're in B2B or higher-value B2C). Yes, you do need to post new content on your website weekly if you're depending on inbound/SEO for leads, but you'll get better results with one really well-written article (tuned to the way AI is changing search) every 2 weeks, than several AI-written, generic drivel pieces per week.
Every marketing message a company produces deserves the kind of thought that would be dedicated to a flyer or postcard destined for 800,000 print copies.
Who are you? What do you do that makes you different? Why do you matter? Every piece of content you produce should answer at least one of these questions, in entertaining, informative, relevant ways. Skip the bla bla bla. Nobody wants to read that.
