Social Media Content Marketing: Trash the Content Calendar and Post Really Great Stuff

  |  May 1, 2014   |  Comments

In a cluttered social media world, good isn't good enough anymore. Content has to be great if you want to break through, drive shares, and get noticed.

A few years ago, I nearly spit out my coffee while reading an article titled "The Most Important Thing in Social Media Is Content." I thought to myself, "How is that not obvious? Why would we have to tell people that what they actually post on social media is important? Can you imagine reading an article with the headline 'The Most Important Thing in Television Advertising Is Having a Great Commercial'?"

Now, three years later, the concept of content marketing is one of the hottest topics in social media. We talk about making good content and how businesses and brands must start creating quality social media content to succeed.

Here is the current situation:

  • Every business (almost) is using social media
  • Social networks are more cluttered because everyone is on them now
  • Most businesses post mediocre content that doesn't stand out against the Upworthy grabbing headlines, BuzzFeed posts, cute baby pictures, and latest weather crisis 
  • Even if businesses create great content, some social networks are filtering out business content in an effort to drive brands to pay-to-play

Some people blame evil social networks like Facebook for trashing organic reach and forcing businesses to pay to reach their audiences. Honestly, if your message isn't worth paying Facebook's very reasonable CPM rate to reach your audience, you probably shouldn't waste time posting it.

The point is that really great content marketing means walking away from the schedules and content calendars and only posting really great stuff.

We've been trained as social media marketers and now content marketers to post a drumbeat of activity, very little of which is remarkable or interesting. It is good, but it isn't great.

We talk about good content. Good content isn't good enough anymore. With social media becoming more cluttered, your content must be great.

How Do You Create Great Content?

The challenge for social media marketers is hitting the expected frequency (posting to Facebook once a day, Twitter four times a day, etc.) while creating truly great content. Unless you have an unlimited budget, one of the two has to give.

Here is the math (if you have limited resources):

1 average blog post a day = 1 hour per post (5 hours if posting on weekdays)
1 great blog post a week = 4 hours total

You have a choice. Do you post average content every day, or one really great, well-thought-out content less often? (Or get more resources to post really great stuff every day.)

It is a simple quality vs. quantity discussion.

In a cluttered social media world, good isn't good enough anymore. It has to be great if you want to break through, drive shares, and get noticed. I'd rather post one really awesome thing that both grows my business and adds value to my audience, than five things that basically get ignored.

You probably don't want to totally trash the content calendar, but rethink your resources. What does it take for you to create truly remarkable content, and where are you still posting noise that is reaching a mostly empty room?

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!


Krista Neher

Krista Neher is the author of the bestselling Social Media Field Guide, an international speaker, and currently CEO of Boot Camp Digital, which is a leading provider of social media marketing training and consulting solutions. Krista is a social media pioneer, creating one of the first successful corporate Twitter strategies and corporate blogs - long before "social media" was even a recognized term. After spending nearly six years at Procter and Gamble working on some of the biggest and most successful product launches, Krista went on to become the vice president of marketing at an Internet start-up.

Krista started Boot Camp Digital in 2008 and has created training programs for hundreds of advertising agencies, marketing departments and small and medium business owners in social media marketing. Krista also works with a variety of educational institutions on their social media programs and is currently working on a textbook on social media marketing.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!



Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.




    • SEO Specialist
      SEO Specialist (HeBS Digital) - NEW YORK                             ...
    • GREAT Campaign Project Coordinator
      GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
    • Paid Search Senior Account Manager
      Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...