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Dialing it Back 
How Creating Too Much Content Can 
Dilute Your Brand 
and 
Undermine Your Authority 
MICHELLE LOWERY 
@MichelleDLowery
Dialing Back Content Creation: State of Search 2014
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/
Dialing Back Content Creation: State of Search 2014
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.
Dialing Back Content Creation: State of Search 2014
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?
Connect With Us 
 http://passionfruitcreativegroup.com/blog/ 
 @PassionFruitCG 
 facebook.com/PassionFruitCreativeGroup 
 gplus.to/PassionFruitCreativeGroup 
 linkedin.com/company/passion-fruit-creative-group

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