The Misguided ‘More’ Strategy
Many brands have fallen into the trap of ‘more is better’ when it comes to content marketing. Driven by the endless possibilities of emerging channels and innovations, they push content to an increasing number of touchpoints. However, this torrent of content often remains unused, failing to nurture meaningful relationships.
It’s easy to get seduced by the promise of scale through automation. But simply throwing more content out there is no guarantee of success. Like a turtle laying thousands of eggs in hopes that one hatchling survives, many brands take a spray and pray approach. They confuse activity with progress.
The path to engagement isn’t about sheer volume. It’s about understanding your audience and delivering value through relevance and quality. Rather than a brand of ‘more’, strive to be a brand that connects.
The Perils of More in Content Marketing
Many brands have fallen into the trap of equating more content with better marketing. Lured by the promise of scale and automation, they churn out content across an expanding array of channels and touchpoints.
This “spray and pray” approach is seductive but flawed. While innovations like cloud platforms and social media enable content proliferation, they don’t guarantee relevance or results.
In the scramble to do more, brands often lose sight of their audience. It becomes an activity trap – content for the sake of content. The focus shifts from nurturing connections to chasing vanity metrics.
Rather than empowering brands to tell better stories, technology has too often justified “more”. But volume shouldn’t be confused with value. Content that goes unseen or unused is wasted effort.
Marketing is about resonance, not reach. The path forward lies not in brute force, but nuance and understanding. Rather than a brand of “more”, strive to be a brand that connects. Substance over scale.
Rethinking Content Approach
The “more is better” approach to content often obscures the real objective – forging meaningful connections with customers. In the scramble to produce more content across more channels, brands lose sight of the outcomes that matter.
Rather than empowering brands to nurture relationships, technology has too often justified “more” for more’s sake. The focus shifts to outputs over outcomes – vanity metrics like views and clicks rather than true engagement.
It becomes an activity trap, where brands churn out content because they can. But volume shouldn’t be confused for value. As one marketer observed, 70-80% of B2B content goes unused by customers. That’s wasted creative effort and budget.
The path forward lies in restraint over reach. Resist the temptation to equate scale with success. Shift the focus from what your content says to how it connects. Map content to the customer journey to provide relevance and value.
It’s about crafting content that resonates emotionally, not just rationally. Like any relationship, take the time to understand your audience as people with hopes, fears and aspirations. Speak to those in a genuine way.
Don’t bombard customers with facts and figures. Have an authentic dialogue that builds trust over time. Strategy enables you to do less and achieve more – to be a brand that nurtures rather than neglects.
Harnessing Marketing Technology
Marketing technology holds immense potential to amplify a brand’s purpose – but only if wielded carefully. The guiding question should be: how can this tech help my customers? Not: what impressive tricks can this tech perform?
Start by understanding your audience at a human level – their hopes, frustrations and triggers. Map content types and messaging to different stages of their journey. Then look at how technology can facilitate relevance over reach.
For example, use analytics to uncover:
- Where customers consume information
- The content types they prefer there
- What motivates them to progress towards a purchase
Armed with these insights, technology becomes a bridge to forging genuine connections, not a vanity project:
- Target content distribution to nurture relationships
- Craft narratives and experiences that resonate emotionally
- Speak to customers like human beings, not metrics
The goal is to use tech to help people, not dazzle them. Think of it as building a bridge: the purpose isn’t to showcase engineering brilliance, but to enable travellers to cross safely.
When harnessed appropriately, technology can propel brand storytelling exponentially further. But the metrics for success remain simple:
- Does this tech put people first?
- Does it bring us closer to our customers?
Get these questions right, and you enable sustainable growth. Put technology before purpose, and you end up crossing the bridge to nowhere.
Building Bridges Through Content
Forging connections with customers means meeting them where they are, in the moments that matter. This requires:
- Understanding the customer journey – Map the different stages, pain points and opportunities from awareness to advocacy. Identify key questions and emotions at each phase.
- Creating relevant content – Tailor assets to journey stages – is this to grab attention? Nurture consideration? Guide selection? Content types should also suit channel norms while reflecting brand voice.
- Distributing strategically – Place content where customers consume information at that moment – is this best as a social ad? Recommended video? Retargeting display banner?
- Opening dialogues – Interact, don’t broadcast. Use data and conversations to keep improving relevance. Share stories customers relate with.
The goal is guiding people on their journey, not herding metrics. It’s about resonating emotionally through shared understanding.
Build bridges between your brand purpose and customer needs. Craft content that connects human to human, not brand to budget.
The metrics that matter are simple:
- Are we deepening understanding of our customers?
- Are we building relationships of value?
Get these right, and growth follows.
Connecting Through Content
In this cacophony of digital noise, brands struggle to make their voices heard, let alone forge lasting bonds. Yet real connections resonate deeper than any metric.
It’s about conversations, not monologues. Asking as much as telling. Understanding before seeking to be understood.
It’s about people, not personas. Seeing the human stories and emotions that numbers alone can’t reveal.
It’s about purpose, not propaganda. Building trust by being true to an authentic and meaningful raison d’être.
The most powerful content reflects this. It’s a bridge between your ideals and your audience’s lived experience. Spanning divides to touch hearts and minds.
This happens when you listen deeply to uncover actual needs and desires. When you empathize enough to create space for people’s own stories. When you care about supporting them on their life journeys.
Stop broadcasting. Start relating.
Don’t demand attention by shouting louder. Earn it by connecting better.
Build bridges through content that communicates care, not sales pitches. Then your message will rise above the noise, because it comes from love.
Greetings! I’m Jack, founder of Scythos – where I’ve helped over 50 brands transform into unforgettable identities and stunning digital presences. As a brand strategist and creative consultant, I have over a decade of experience taking brands from wallflowers to the centre of attention.
Looking to get your branding noticed and your business thriving? Reach out anytime to brainstorm creative strategies for making your brand impossible to ignore. I love collaborating with passionate entrepreneurs to conceptualize innovative ways to connect with their audiences.
Whether you need help with a logo, website, content or entire rebrand – let’s chat! I’m always eager to share my ideas, creative concepts and expertise to help brands reach the next level. Together, we can make sure your business gets seen and heard. Follow along on social or send me a message to get the conversation started!