A reasonable question to be sure and one we are here to answer.
The blogging frenzy of the early 2010s left the Internet pregnant with content, some of which was amazing, most of which was average, and the rest was clutter. Angst over commercialization, over-saturation, and useless content is not new. Only the forum has changed. More often than not, our lives unfold in this nebulous, modern thing we call Internet. Our friends are here. Our businesses are here. Our banks are here. Everything is here.
With so much content in the real world and online, what can you do to cut through the clutter and reach existing and new clients?
Avoid overstaying your welcome.
Have you ever searched for a recipe online and clicked on a link just to scroll through a blog article the length of the Nile that adds nothing to your experience or to the recipe? You scroll so much your finger cramps.
Sure, you don’t have to read the article. You can keep scrolling until you find the recipe, but being able to skip the long and rambling blog article doesn’t change the fact that it’s there and that you have to skip it.
If you promise certain content to your clients, deliver it. You don’t have to be utilitarian, but offering content that isn’t relevant or is only tangentially related is a good way have your entire blog filed under “clutter.”
In the same vein, avoid offering needless content.
Avoid providing needless content for the sake of having content. Exercising restraint can often be just as effective, if not more so, than bombarding your clients and potential customers with content that doesn’t add any value.
Have you ever signed up on a company’s website to find yourself receiving an email or two every day? How often does this strategy work? How often do you read what they send? Creating relevant and engaging content is difficult. Most companies are simply not equipped or capable of maintaining quality and relevance when sending emails and writing blogs every day or even every other day, not unless they have a whole team of content creators.
Not only is this inbox clutter annoying, it’s also a great way to make sure your relevant content is deleted before it’s even opened. Additionally, seeing a business name too much can actually make it easier for people to forget it; it becomes familiar background noise.
Avoid using gimmicks and clickbait tactics.
Who doesn’t want to know what these 1980s child stars look like now?! We are all familiar with clickbait. Unfortunately, clickbait and clickbait-y titles are incredibly effective at garnering website visits and views, but that doesn’t mean a legitimate and genuine business should use these tactics.
Using a clickbait-y title may garner clicks and website visits, but a business seeking to engage current clients, new customers, or both are going to be disappointed by the overall results. Clicks and website visits don’t mean much if the readers don’t stay on the website or look around. They also don’t mean much when your sensational title invites readers who aren’t interested in your products or services.
These tactics are also exhausting (to the writer and the reader), and they are simply unsustainable.
So what’s a business to do?
As we said at the end of our last article, offer quality over quantity. It’s better to send one quality newsletter a quarter or write one great article a month than clutter your brand, your image, and your reputation with needless content that doesn’t actually help your business in the long run (and often not even in the short run).
In a world saturated by sub-par and average content, prove your company’s worth by committing to quality. As the saying goes, in a world full of weeds, be a flower.