Does your content marketing really need to be ‘always-on’?

Does your content marketing really need to be ‘always-on’?

In today’s world I can completely understand the need to be available for your customers at any time of day or night.

People don’t stop searching or browsing when the working week ends and we want our clients to capitalise on every possible opportunity.

But as a content marketer, does it really make sense to be ‘always-on’? To be constantly producing, publishing and promoting content, regardless of the needs of your audience?

I worry that marketing teams can get trapped in a dangerous cycle. Social feeds and blogs are endlessly hungry for fresh content – devouring time, budget and organisational bandwidth.

If you’re marketing a product in which being front-of-mind is crucial, then this approach can make sense.

But if you’re selling insurance rather than Snickers bars, should you be popping-up in your customers’ Facebook feed every week?

Unless you’re a brand with very deep pockets, I would argue not. I certainly don’t want to ‘engage’ with my energy provider, bank or car insurance provider day-in, day-out.

Rather than ‘always-on’, a much better mantra would be: ‘always there when needed’.

It’s about understanding the role your brand actually plays in the life of your customers.

Find out where and how you can be genuinely valuable to your audience and, rather than rushing out another set of tweets, create something that will really make a difference.

Blow their socks by giving them that perfect piece of advice or by sharing a story that makes them think twice about their next big financial decision.

Then choose from the myriad marketing tactics and technologies available (yes, including Facebook) to make sure that piece of content is right there in front of them, exactly when they need it and in the format that works for them.

Unless you take the time to get off that ‘always-on’ treadmill and look up from your content calendar, it’s easy to feel like your marketing channels are ends in themselves.

They’re not. They’re tools for reaching real people.


Dave Jones