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Content Marketing: Supply and Demand

Jeff Chesebro

January 17, 2014
Jeff Chesebro

We’ve all heard it – the popular, buzz-worthy notion that ‘content is KING’. But how much is simply too much? If you’re pumping out a high volume of content, whether it’s through social channels, blogs, or emails, are you exceeding the demand for it?

Think of your content marketing plan in terms of economics – supply and demand. When the demand decreases and supply continues to increase, the value is bound to decline. The number one thing you want to provide your audience with is value – if you’re lessening it, you’re lessening the brand’s value as well.

supply-and-demand

If you’re seeing the benefits of content marketing, that’s fantastic. But that doesn’t necessarily mean you need to up the ante on how often you’re pumping it out.

At times – less is more.

  • Analyze your current content.
    • What’s been doing well? Do long-form blog posts fare better than shorter form? Do social posts posing questions receive more feedback than those that are more promotional? Wean out content from the past that hasn’t performed as well and focus in on those that have.
  • Understand your audience.
    • Satisfying the supply and demand for content means understanding who you’re creating your content for. If you’re a B2B company, at what time of day do those key decision makers most likely check their email? Posing and answering questions like these are what leads to successful content marketing strategies.
  • Create your plan.
    • Your editorial calendar is a must – especially when it comes to regulating when and how often your content is being pushed out. It’s also important to understand that the editorial calendar is subject to change throughout the year – tweaking and refining your approach over time is a must in order to remain relevant.

As you begin to roll out your 2014 content strategy, take these things into account. Your supply should match the demand – you don’t want anyone to give you the dreaded UNFOLLOW…do you?