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Content Marketing: Less is More

Keys to Content Marketing: Sometimes Less is More

Strategy, Creative, Marketing, Branding 08.17.23Reading Time 3 minutes

How Content Marketing Helps to Tell Your Brand Story

Content Marketing has become a staple in the modern marketer’s toolkit, and for good reason. More than just shilling a product or service, content marketing allows businesses to weave their brand’s narrative into the broader tapestry of their customer’s lives. It provides a unique platform for sharing your company’s brand purpose, vision and values, to create an engaging brand story that resonates with your audience. But to harness the power of content marketing, a strategic approach is required.

The Importance of Strategic Planning: More Than a Calendar

Many businesses fall into the trap of thinking that content marketing is just about setting up a content calendar and religiously adhering to it. However, successful content marketing is about more than just keeping your blog or social media feeds active; it’s about adopting an audience-first approach.

Ask yourself, what does your audience care about? What are their challenges, their dreams, their fears? The most impactful content will always be that which speaks directly to these interests and needs. This people-first approach requires a shift from selling to storytelling. It’s not about your brand, your product, or your services. Instead, it’s about your audience, their stories, and how your brand can become part of those stories.

Quality vs Quantity: The Importance of High-Quality Production

In content marketing, more is not always better. In fact, the opposite is often true: less content of higher quality can be far more effective than a flood of mediocre posts. For instance, consider the difference between the two food images below.

The one on the left is a somewhat off center photo of a plate of food with no real thought or organization, while the other is a professionally shot, well-lit image. The latter not only better showcases the product, but it also communicates a sense of professionalism and attention to detail that bolsters your brand’s image. High-quality content reflects highly on your brand, enhancing your credibility and encouraging greater audience engagement.

How to Plan for Atomized Content: Giving Your Content Creation Legs

Given the importance of high-quality content, it’s essential to maximize the impact of every piece you create. This is where the concept of atomized content comes into play. Atomization involves breaking down a large piece of content into smaller, standalone pieces, each of which can be used on different platforms and for various purposes. There are a variety of different ways to implement this.

For instance, a long-form blog post can be atomized into a series of shorter posts for social media, infographics, or even a podcast episode. This approach not only extends the life of your content but also allows you to cater to different audience preferences and consumption habits. It’s about getting more from less, enhancing your return on investment in content creation.

Final Thoughts

In the ever-evolving world of content marketing, it’s tempting to believe that more content equals more results. However, it’s time to challenge this assumption. By taking a strategic, audience-first approach and focusing on high-quality, atomized content, businesses can tell a powerful brand story that truly resonates with their audience. In the realm of content marketing, less can indeed be more, provided that the ‘less’ is well-crafted, thoughtfully planned, and meaningfully executed.

Remember, content marketing is not a race; it’s a journey – a journey that involves not just selling a product, but requires a wide range of skills to build relationships, foster trust, and establish your brand as a reliable voice in your industry. And when it comes to this journey, the slow and steady approach of prioritizing quality over quantity often wins the race.

Gigasavvy is a strategic creative, content creation and branding agency that brings brands to life with award-winning content. Contact us to talk about how we can tell your brand story.


Melissa Zarb

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