"There is nothing so useless as doing efficiently what should not be done at all." -Peter Drucker, management consultant, educator, and author
Why is this quote so meaningful when it comes to content marketing? Because content marketers have become manic content creators. So manic in fact that they are overloading their readers and exhausting their resources. Efficient? Yes. But extremely redundant according to Kyle Lacy, senior manager of content marketing and research at ExactTarget. According to him, content marketers are not breaking up their content the way they should be. If you have a good idea, or subject matter that you want to cover that is extremely meaningful to your readers, don't throw it out all at once. Break it up among video, social, articles, and images. The variety will give your brand an impressive look, and it will drive your point home more effectively to more people. Don't feel like you need to create new stuff constantly. Take your time. You have the ability to efficiently push out new content on a constant basis, but perhaps it shouldn't be done.
Kyle Lacy speaks to iMedia's Bethany Simpson about why this quote is so important to keep in mind in the content marketing space, and why brands should be breaking up their content in multiple forms to reach more people with a higher impact.
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"Illustration depicting graffiti on a brick wall with a hopeless concept" image via Shutterstock.