How much content is too much? And how much is enough to get noticed?

This is one of those questions we often contemplate, and dwell on quite frequently. How many times have you asked yourself, or questioned whether you should post that piece of content? How many times have you wondered if you’re posting too much? Or perhaps you’re wondering whether you’re posting enough content to be noticed by your audience.

The answer can be quite simple, but first you need to ask yourself, what is the purpose of your content? Your content needs to have purpose, whether it be informative and it’s purpose is to answer questions that are relative to that of your audience, or maybe it is product related and you are informing your audience about the up and coming products that you are releasing. Ask yourself whether your audience would be more likely to engage with your content if it were entertaining or engaging, or if they are following you to keep up to date with your products. Ultimately, the key here is understanding your audience and making sure your content serves a purpose to that audience.

If you’re posting content just for the sake of being recognised, or for dousing your audience’s news feed, then chances are you are probably putting up too much content. However, If the content you’re submitting is valuable to your audience then it shouldn’t appear as too much.

Paying attention to your audience is helpful when you are fist establishing the type of content they engage with or find valuable. Pay attention to your post’s that get the most engagement, pay attention to the profiles and people that your audience follow and engage with, start looking at the analytics and use the data to help you make informed decisions around your content.

To attain a good understanding of how much content you should be submitting each day will also depend on the platform you’re using. When creating content ask yourself the following, does it give enough:

•  reason to motivate your audience
• theory to help understand
• information as to what you’re trying to educate on
• information on your product

There is often a faint line when determining how much content is appropriate or not. Depending on your brand it can quite easily be seen that your brand posts “too much”. However, in today’s day and age where content is abundant, and resource and information is available and consumed so frequently, it’s imperative that the content we DO create serves a purpose, and stands out above the plethora of content produced daily.

The best way to do this is to benchmark yourself. Start analysing your own data. There are many tools that you can use to analyse your data and see the feedback. Analyse one post a day, try that with the post being done at the same time every day. And go into the data and look at the times of day that your audience are actually ‘actively’ online and the times in which they engage the most, and are not simply scrolling or ‘snacking on content’.

For more information on knowing exactly when the best time to post content, take a look at Kevin Spiteri’s blog ‘The Best Time to Advertise’ which goes more in depth into the times to be posting, relevant to your target audience. Or take a look at our LinkedIn, Facebook or Instagram profiles to see the types of content we post as a marketing agency, as see if our content structure would be relevant to your business.

Test, test, and more tests. It is the only way to get true results on whether you’re posting too much or not.