Content Marketing

The Pursuit of Perfecting Your Content Will Yield Diminishing Returns

Social Media Embrace Imperfection

The content you produce for social media is obviously of utmost importance.

It is a direct representation of you, your business and brand; it will shape consumer perceptions of your business and compel them to engage and interact with you; it will lead to the acquisition of clients, or if executed poorly, could encourage them to take their dollars elsewhere; and more.

There are a huge number of variables that are influenced by the quality and value of your content, so it’s understandable that you might feel compelled to obsess over every detail of your latest video, photograph, blog post, Facebook update, tweet, pin, or podcast until it is absolutely perfect.

But, when creating social media content, the pursuit of perfection – for most businesses – will yield diminishing returns.

So, choose wisely to what extent you are willing to invest your time and financial resources when you are creating content, and come to terms with what level of perfection will produce intended results.

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Is your audience going to be more receptive to you sharing amazing information, or first-tier video production quality?

Is your audience going to be more likely to purchase your new product because of the quality of lighting and postproduction on a photograph you want to share, or are they going to be thankful for a sneak-peek?

Is your audience going to value the time and energy that went into taking your latest piece of content from 95% perfect to 99%, or will you invest heavily for something that doesn’t matter to them?

For most of us, our audiences are going to see greater value in the core of the content we share, not the minutia that would go into absolutely perfecting it.

I’m not suggesting that you compromise your standards for quality, or jeopardize your business’ reputation by producing sub-par content, but be sure to stay focused on what is going to be valued by your audience and use them, their needs, and expectations as a gauge for ‘perfection’.

In the end, you’ll be able to more efficiently produce social media content, your audience will be thankful for more regular updates to engage with, you’ll have more resources to invest in other areas of your business, and you will still be able to achieve your social media and content marketing objectives.

What characteristic of your content does your audience most value?

At what point of production do you know that a piece of content is ‘complete’?

How do you balance an aim to produce ‘perfect’ content with efficiency?

Please feel free to leave a brief comment, or touch-base via Twitter @RGBSocial, so we can chat about this further.

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