Content Fatigue – You Can’t Be Everything To Everyone, So Stop Trying

I was recently asked by a media outlet what I think is next in social. My answer: content fatigue.


Brands are trying desperately to push out content – a lot of content. And content is great, it really is. Blogs are a smart part of your content strategy, and it’s an exciting time compared to 15 years ago when most companies relied heavily on third party journalists to publish their key messages (and hope they came across accurately). To be able to post, share and spread our content in exactly the way we want, where we want and when we want is a great thing.

But lately some of the content overload has reminded me of being at a teenage dance, where kids who don’t quite know who they are yet bumble about awkwardly trying to be funny, cool, cute or smart. They wear too much makeup, have extreme hairstyles and wear clothing that they’re clearly uncomfortable in. They’re trying out everything because they’re still figuring out who they are.


Photo original by Barbro Andersen. Licensed under Creative Commons.

Is your brand an awkward teenager still figuring things out, or do you know who you are? Are you a humorous company, so it makes sense to post cat memes? Or are you a serious B2B company for which informative and resourceful infographics make more sense? Is Vine really a network that will reach your audience, or are you just trying it out because it’s “hot” right now? Great, you’ve joined Instagram! How is it contributing to your bottom line success?

I stick to the advice I’ve been giving since brands started to catch on to the social media craze – don’t try to be everything to everyone. Don’t feel like you have to be on every single social network. Stop, calm down and look at your business goals. What are you really trying to accomplish? What other marketing channels are you using? What percent of those should be social? What really works for you, not just the brand next door? Who are you trying to reach and where do they spend their time online?

Too often, companies try to follow suite because “all the cool kids are doing it.” Facebook isn’t sensible for every brand. Twitter might not reach your customers. Some companies don’t have the right resources to use more than one social network, and do it well. Social isn’t a broadly applicable strategy – you’ve got to apply it like you would any other marketing initiative – is this [channel, campaign, update] right for us, what will it help us accomplish and how will we measure success?

No one can be everything to everyone. It’s more compelling to know who you are and be confident in that. Share content relevant to your area of expertise, and your credibility will stay intact while your awareness grows – among the right audience for your company. In the end, isn’t that what really matters – quality over quantity?

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About Christine Perkett

I've spent my career coaching CEOs, CMOs, and COOs on how to best market and grow their companies, how to inspire and motivate their workforces, and how to manage in good times and in bad. I'm a serial entrepreneur who has founded three companies. I've received numerous accolades and awards including being named a “Top 100 Must Follow Marketing Mind” in Forbes, a 2020 Top 50 Social Media Influencer in Planable, a “Boston 50 on Fire” finalist, a “Top CEO to follow on Twitter,” a “Top 50 Social Media Influencer on Twitter” by Vocus (now Cision), and one of the 250 Most Influential Women Leaders by Richtopia since 2015. I've been featured in numerous outlets for my expertise including Associated Press, ABC, New York Times, The Wall Street Journal, USA Today and many more. I am also an adjunct Professor of Digital Marketing and Media at Northeastern University in Boston. I champion women in business and enjoy helping others make their dreams come true. Personally, I 'm a mom to four who loves dogs, the ocean, fashion, marathons, wine, humor and kindness.

1 thought on “Content Fatigue – You Can’t Be Everything To Everyone, So Stop Trying

  1. Pingback: Three employer branding lessons from NBA star Stephen Curry - Stories Incorporated

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