How much content is too much?
Agencies are beginning to rethink their approach to creating content for clients, thanks to the growing volume of content and more intense competition for eyeballs these days.
From using statistical analysis to influencer marketing strategies, the content business is changing as agencies evaluate the quantity, ethics and impact of the content they make for clients. But how much is too much?
Brand-driven content has become a major way for marketers to reach consumers, generating awareness and loyalty along the way. Short articles or posts and videos were the top two content types that B2C marketers used in the past 12 months, per Content Marketing Institute in 2022.
Ethics and effectiveness of content creation
There comes a certain point in content creation strategizing in which brands need to weigh ethics and purpose alongside other more concrete goals, said Amy Luca, evp, global head of social at Media.Monks. The goal is not to create as much content as possible, just for the sake of producing content — not to mention the mental health impact it could pose for people.
“I’m really trying to push my teams and the clients that we work with to really think about whether that content that we’re producing is adding value and is worth spending time with,” Luca told Digiday. “Are the imagery, topics, conversations, doing anything that will detract from mental health and or wellbeing of the consumers that we’re approaching?”
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