Content Doesn’t Matter – 4 Things To Avoid

Let me be clear here. Content that is not targeted to your audience, is not consistent in your feeds and does not spark sharing and conversations, doesn’t matter…

There are four things you need to avoid surrounding content, if you want it to matter at all.

1) Posting content without a clear intent is a great way to get your audience to tune out. You know, constant random stuff that is not at all interesting, relevant or valuable. When your community sees content like this on a frequent basis, they tend to tune out most everything else you do. Hence, Content Doesn’t Matter…

Have a clear strategy designed to consistently posting relevant, valuable content that matters to your audience.

2) Mostly retweeting and/or sharing content posted by others isn’t leading. Sourcing and curating your own content that is relevant to your target audience is imperative. Doing so creates thought leadership with your community and makes you a reliable source that is top of mind whenever they log onto the social graph. You want your audience to be looking for your posts, not passively seeing your constant sharing of others content.

If you are just going to share what other people post, know that you will get much less shares yourself. Hence, Content Doesn’t Matter…

3) Not posting enough content makes you invisible. I have often referred to social media as a Freeway. You must have enough cars (Content/Posts) on the freeway everyday so no matter when your audience steps up to the side of the freeway, one of your cars go by. You need to efficiently aggregate content that is interesting and relevant to your audience and post it consistently across the social graph.

If you are posting content a few times per day on Twitter, Facebook and Linkedin, you need to understand that nobody is even seeing what you post. Hence, Content Doesn’t Matter…

4) Never creating your own content won’t work. Articles, graphics, blogs and videos are all required content every company must have. Content creation has become a required component for being a thought leader in your industry.

If you are not consistently creating your own content every month, you are not going to see the best results from your social media marketing. Hence, Content Doesn’t Matter…

So again, content doesn’t matter if you are not using it properly. Focus on developing a content strategy that addresses these four areas and you will quickly see improvements in all of the appropriate metrics of your social media marketing.

11 thoughts on “Content Doesn’t Matter – 4 Things To Avoid

  1. Another great post Robert. The only thing I would add is that people need to make an effort to define their audience before they start sharing content. That was implied, but I think it is very important. Having a whole bunch of ‘followers’ who are basically irrelevant won’t do you any good. I seem to recall you did a post on that a while back that was very good. Sorry, but I can’t recall the name of it, but maybe you can. :)

  2. Hi Robert, nice to meet you, Phil! I completely agree with your posts. I’ve been trying to define my audience, now that I know how to share content, but I’m struggling. I suspect it is because I have so many interests that I’ve been unable to narrow down any one of them to a specific niche. Do either of you have any suggestions as to how I might accomplish this?

    1. Everything needs to start at a goal. What are you trying to accomplish. This will then lead you to define and know who your target audience is and what THEY are interested in. Remember, social media is not about YOU.

      Use an 80/20 rule for content sharing. 80% is what they are into, 20% is about you and what you do, your blog posts, your content, etc. Here is a post on strategy.

      Hope that helps…

  3. Great post Robert. If everyone thought about their audience first Google would have to keep making such radical changes to their algorithms. Philipquintasmusic, as far as sharing content on Social Media goes, Robert’s right. Best to identify your primary objectives & then do some trial and error with related content to see what works and what doesn’t and your target audience should begin to take shape.

    1. Thanks, Matt, I’m not sure I understand (what I am reading as tongue in cheek humor) about the Google algorithms, but your advice about identifying my primary objective and testing content to see what attracts my ideal customer(s) is a solid piece of the puzzle I’m needing to work on right now. Much appreciation to you and Robert for your kind generosity, it is highly valued and inspirational.

  4. Hey Robert! You wondered why I said this post was ‘interesting’ on Twitter, but 140 characters wasn’t enough to explain. It’s interesting because your point of view is different and made me think. Case in point #2 “Mostly retweeting and/or sharing content posted by others isn’t leading,” was especially intriguing to me because it’s common sense, but is something I hadn’t thought about. It just made me think – in a good way. No red flags, no underlying meaning – the article was interesting because it made me think. And in my opinion, those are the best types of posts. Keep it up :)

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