People ask me all the time: “Isn’t there such a thing as too much content?”
The answer: of course.
How do you know?
Well, if the content is NOT valuable and relevant and NOT working for your business, it’s NOT worth developing and distributing. If it is, then do it.
Although I’m a big fan of editorial calendars and structured publishing schedules, I live by a different content marketing credo than “too much” or “too little” content.
Always Be Launching (ABL)
Today is the 10 month anniversary of the Content Marketing Institute. In many ways, it feels like it’s been around forever.
This CMI post details the ABL strategy. Since May of 2010, we’ve launched:
- A daily, community blogging portal
- The industry magazine (print and digital)
- Major content marketing research
- A premium content portal
- The largest content marketing event
Our goal: Two new content launches per quarter (yes, we are working on some new ones right now…stay tuned).
So yes, our existing content marketing is a promise to customers…to continue our communication with them and solve their pain points. But we also must challenge them and create new content twists to keep things exciting. Think of it like R&D.
But most of all, new content products help us learn more about what our customers need. All businesses need more of that.
What content are you launching this month?
