Dialing it Back
How Creating Too Much Content Can
Dilute Your Brand
and
Undermine Your Authority
MICHELLE LOWERY
@MichelleDLowery

Image Credit:
http://www.domo.com/blog/2
014/04/data-never-sleeps-2-0/

Sunday, November 2, 2014, 12:13 p.m. CST
Source: http://www.worldometers.info/blogs/

The best content is
created by people.

“Those two harrowing words—
frequent and consistent—lead directly
to the thing nightmares are made of
for creative professionals: volume.”
~ Keith Frankel
https://twitter.com/theKeithF

If you’re creating a high
volume of content, you’re
diminishing its value.

How Creating
Too Much Content
Can Dilute Your Brand

Source:
http://www.copyblogger.com/
bye-facebook/

Going where your
audience is
isn’t enough.

Stay where your audience
responds to you.

To be successful,
emulate success.

Prince has performed on
television six times
since 2011.
Source: http://www.princevault.com/index.php/Television_Shows

Prince built his brand on
pure and undeniable talent,
not on frequency.

Blindly following
conventional wisdom is,
itself, unwise.

Content for content’s sake
is a waste of resources.

Are you spending your
resources wisely?

Or are you following
the crowd?

It’s time to take stock,
keep what works,
and cut what doesn’t.

Some of the best
examples of marketing are
serendipitous.

Source:
https://twitter.com/Oreo/stat
us/298246571718483968

The more you try to force
your sincerity, the
phonier you sound.

How Creating
Too Much Content
Can Undermine Your Authority

The More You Talk, the Less
You Know
The real experts don't want your retweets,
likes, or shares.
Source: http://www.foreignpolicy.com/articles/2014/02/19/the_more_you_talk_the_less_you_know

“…those individuals…having their
tweets retweeted frequently are
rarely the most informed people—
they are simply the most public.”
Source: http://www.foreignpolicy.com/articles/2014/02/19/the_more_you_talk_the_less_you_know

As great minds have the faculty of
saying a great deal in a few words,
so lesser minds have a talent of
talking much, and saying nothing.
~Francois de La Rochefoucauld

It’s time to ask ourselves a
difficult question—
does “influencer” mean most
knowledgeable and
authoritative…

…or does “influencer” simply mean
most popular?

Frequency and consistency
do not equate
to authority.

True authority comes from
knowledge, experience, and
expressing both through
implication rather than overt
statement.

Do you really need authority for
successful marketing?

The need to demonstrate authority
comes from
its being in question
to begin with.

Your work should
speak for itself.

The more you have to identify
yourself as an authority or a
“thought leader,” the less you
sound like one.

Before you create another list post,
infographic, ebook, or any other
piece of content, ask yourself:
Will this truly make a difference?

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