Marketing 101: Less is More.

Content marketing has become ubiquitous. It’s considered to be both the present and the future of marketing; the more high-quality and relevant the content is, the more likely it will be to stand out.

But, is more actually the right approach to building brand awareness? I’d argue it is not. In fact, I advocate to my clients, over and over again — less is more!

We can all agree that this pandemic will change the way we do business in the future. Companies who focus on strategic marketing, i.e. laser-focusing on their message, will emerge as the authority in their field, and will stay relevant to the customers that matter.

The definition of content marketing is clear:

“…a strategic marketing approach focused on creating and distributing valuablerelevant, and consistent content to attract and retain a clearlydefined audience — and, ultimately, to drive profitable customer action.”

So, when business owners push out content just for the sake of being visible, they water-down their message and lose the trust of their customer base.

Content marketing without strategy is ineffective and a waste of valuable marketing resources. So what should you do? Step back, define your relevance, and create a consistent content strategy that will clearly differentiate you from your competition.

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