Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Dialing Back Content Creation: State of Search 2014


Published on

There's a lot of advice out there about how often you should be creating content, and how much of it you should be creating. But frequency doesn't equate to value or authority. It's time to dial it back, or you risk losing your audience's interest, diluting your brand, and undermining the very authority you're trying to build.

Published in: Marketing
  • Be the first to comment

Dialing Back Content Creation: State of Search 2014

  1. 1. Dialing it Back How Creating Too Much Content Can Dilute Your Brand and Undermine Your Authority MICHELLE LOWERY @MichelleDLowery
  2. 2. Image Credit: 014/04/data-never-sleeps-2-0/
  3. 3. Sunday, November 2, 2014, 12:13 p.m. CST Source:
  4. 4. The best content is created by people.
  5. 5. “Those two harrowing words— frequent and consistent—lead directly to the thing nightmares are made of for creative professionals: volume.” ~ Keith Frankel
  6. 6. If you’re creating a high volume of content, you’re diminishing its value.
  7. 7. How Creating Too Much Content Can Dilute Your Brand
  8. 8. Source: bye-facebook/
  9. 9. Going where your audience is isn’t enough.
  10. 10. Stay where your audience responds to you.
  11. 11. To be successful, emulate success.
  12. 12. Prince has performed on television six times since 2011. Source:
  13. 13. Prince built his brand on pure and undeniable talent, not on frequency.
  14. 14. Blindly following conventional wisdom is, itself, unwise.
  15. 15. Content for content’s sake is a waste of resources.
  16. 16. Are you spending your resources wisely?
  17. 17. Or are you following the crowd?
  18. 18. It’s time to take stock, keep what works, and cut what doesn’t.
  19. 19. Some of the best examples of marketing are serendipitous.
  20. 20. Source: us/298246571718483968
  21. 21. The more you try to force your sincerity, the phonier you sound.
  22. 22. How Creating Too Much Content Can Undermine Your Authority
  23. 23. The More You Talk, the Less You Know The real experts don't want your retweets, likes, or shares. Source:
  24. 24. “…those individuals…having their tweets retweeted frequently are rarely the most informed people— they are simply the most public.” Source:
  25. 25. 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
  26. 26. It’s time to ask ourselves a difficult question— does “influencer” mean most knowledgeable and authoritative…
  27. 27. …or does “influencer” simply mean most popular?
  28. 28. Frequency and consistency do not equate to authority.
  29. 29. True authority comes from knowledge, experience, and expressing both through implication rather than overt statement.
  30. 30. Do you really need authority for successful marketing?
  31. 31. The need to demonstrate authority comes from its being in question to begin with.
  32. 32. Your work should speak for itself.
  33. 33. The more you have to identify yourself as an authority or a “thought leader,” the less you sound like one.
  34. 34. Before you create another list post, infographic, ebook, or any other piece of content, ask yourself: Will this truly make a difference?
  35. 35. Connect With Us   @PassionFruitCG   