After giving a keynote presentation a few weeks back, I had the chance to sit down with a marketer from a fairly large logistics company. This meeting was about how this marketer could target their audience more effectively with a content marketing approach.
We ran through all the activities they were currently using to communicate with that audience. The final number was 16.
That’s correct. This enterprise was communicating with their audience in 16 different ways: blogs, podcasts, newsletters, in-person events, webinars, Facebook, Twitter, LinkedIn and more.
Once we had a final list, I asked the marketer what was working.
The marketer looked at me, took a deep breath and said absolutely nothing.
This company learned to create content in 16 different ways with nothing tangible to show for it. Does this sound familiar to you?
After a bit more conversation I said, “You don’t have to communicate with your audience in all these ways. Of the 16 channels you are currently using, you could (or should) decide not to communicate in some of those.”
At this, the marketer looked at me as though a heavy weight had been lifted off her back.
“You mean we don’t have to do all these things?” she asked.
“Of course not,” I said.
I find this in so many organizations today.
We feel because we can communicate in so many different ways that we actually should.
As we wrapped up the meeting, this marketer decided that they had the resources to be excellent communicators in about five to six channels…creating content consistently AND spending money to promote each one effectively.
They would use the other ten to 11 channels as research tools, customer service, listening opportunities, and campaign programs only.
I believe this is the way it’s supposed to be. We need to be selective in what we choose to create content for and, when we do, we need to be truly helpful and valuable to our audiences within those channels. If not, it’s best to not even communicate at all (uh, can you say Tik Tok?)
Give yourself permission to say no. More content is almost never better. Be great, be amazing, and be truly helpful…or do nothing.
NOTE: I believe this on a personal level as well. One of the reasons I was able to write and publish The Will to Die is because I said no to many other opportunities. Today, I say no more than ever before…and I’m a better human being because of it.
The following was an excerpt from Joe’s newsletter. Only subscribers receive the full version.