Dialing it BackHow Creating Too Much Content Can

Dilute Your Brand and

Undermine Your Authority

MICHELLE LOWERY@MichelleDLowery

Image Credit: http://www.domo.com/blog/2014/04/data-never-sleeps-2-0/

Source: http://www.worldometers.info/blogs/

Sunday, November 2, 2014, 12:13 p.m. CST

The best content is

created by people.

“Those two harrowing words—

frequent and consistent—lead directly

to the thing nightmares are made of

for creative professionals: volume.”

~ Keith Frankel

https://twitter.com/theKeithF

If you’re creating a high

volume of content, you’re

diminishing its value.

How Creating

Too Much Content

Can Dilute Your Brand

Source: http://www.copyblogger.com/bye-facebook/

Going where your

audience is

isn’t enough.

Stay where your audience

responds to you.

To be successful,

emulate success.

Prince has performed on

television six times

since 2011.

Source: http://www.princevault.com/index.php/Television_Shows

Prince built his brand on

pure and undeniable talent,

not on frequency.

Blindly following

conventional wisdom is,

itself, unwise.

Content for content’s sake

is a waste of resources.

Are you spending your

resources wisely?

Or are you following

the crowd?

It’s time to take stock,

keep what works,

and cut what doesn’t.

Some of the best

examples of marketing are

serendipitous.

Source: https://twitter.com/Oreo/status/298246571718483968

The more you try to force

your sincerity, the

phonier you sound.

How Creating

Too Much Content

Can Undermine Your Authority

The More You Talk, the Less You Know

The real experts don't want your retweets, likes, or shares.

Source: http://www.foreignpolicy.com/articles/2014/02/19/the_more_you_talk_the_less_you_know

“…those individuals…having their

tweets retweeted frequently are

rarely the most informed people—

they are simply the most public.”

Source: http://www.foreignpolicy.com/articles/2014/02/19/the_more_you_talk_the_less_you_know

As great minds have the faculty of

saying a great deal in a few words,

so lesser minds have a talent of

talking much, and saying nothing.

~Francois de La Rochefoucauld

It’s time to ask ourselves a

difficult question—

does “influencer” mean most

knowledgeable and

authoritative…

…or does “influencer” simply mean

most popular?

Frequency and consistency

do not equate

to authority.

True authority comes from

knowledge, experience, and

expressing both through

implication rather than overt

statement.

Do you really need authority for

successful marketing?

The need to demonstrate authority

comes from

its being in question

to begin with.

Your work should

speak for itself.

The more you have to identify

yourself as an authority or a

“thought leader,” the less you

sound like one.

Before you create another list post,

infographic, ebook, or any other

piece of content, ask yourself:

Will this truly make a difference?

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