Short answer: yes. Too much content can actually scare potential clients and readers away. If they have to wade through a pool of different content to get to the meat of your website, they will run away very fast. "When is content considered too much?" you ask.
Let's discuss this and how to avoid publishing or creating overwhelming amounts, and as a bonus give you some ideas on how to use your content to tease readers into wanting more. So, get your thinking caps on and get ready to learn about The Day of Too Much Content.
How Do I Know I Have Too Much Content?
If you start noticing that you are losing readers and visitors it is a very good indication that your content might be overwhelming. We know that you have spent countless hours preparing your content and we know that is pretty awesome, too. Just because the content is great and has had a lot of preparation does not mean that your customers will like it, though. Less really is more when it comes to content writing.
Business2Community suggests self-examination when you start realizing your website is losing readers. We are going to unpack what this means in the following section.
1. It's a Tough Crowd, Charlie Brown. Just ask any comedian - audiences are hard to please. When you are writing your content, you need to know your audience and what they expect from you. If you aren't talking their "language" you are going to lose them quickly. If your audience is in the tech world, you shouldn't write things that aren't related to that field. If your audience doesn't know much about tech, don't write about tech. Simple as that. Too much of the wrong content will hurt your company.
2. Are You Living up to Your Expectations? You have expectations for your company; everyone does, but are you living up to them? If you aren't, it is time to re-evaluate your content strategy and re-evaluate what you expect from it. You may think you'll go viral if you post a ton of photos a day on your social media site but instead you realize that your page likes are going down. This means you need to stop sharing so much and start sharing small, impactful photos or updates. Don't spam people's newsfeeds.
3. Where is Your Audience Going? Are you sending them to your front page or to a specific landing page? If you're sending them to your homepage, you should know that they will feel very overwhelmed. Most front pages are packed with information, photos, links, ads, etc. and that gets very confusing and overwhelming. Tweak your landing pages to bring in customers to a specific place. You can use a landing page to give a brief description of your company, encourage people to sign up for updates, and give links to your social media sites. A landing page is crucial to a successful website and company.
Tease Audiences into Wanting More
If you want to bring in more people, you have to tease them, not overwhelm them. Here are a few ways you can do this and start gaining back your readership.
1. Giveaways. People love getting free stuff and giveaways are a perfect opportunity to build relationships with clients. You can use giveaways to keep your existing clients but you can also use them to bring in more readers and promote your company more. Giving people the ability to get extra entries is one of the ways to do this. Tell people they get one entry simply by commenting but can get X amount more (chose how many entries you'd like to give) by sharing on social media sites and blogging about it. People will do whatever they can if there is a potential to win, so take advantage of that!
2. Spoilers. If you have a big announcement coming up, think about spending a few days/weeks prior by vague tweeting and updating. This will start garnering interest because curiosity is a major part of human consciousness. Occasionally let something "slip" to make people chortle at your "mistake" as they attempt to solve what the big news is. You can even implement giveaways into this and give a prize away if someone guesses the big news (just don't tell them until you have announced your news!).
3. Ask for Input. Your clients and readers are the best resources to utilize to find out if you post too much content. Send out questionnaires and make a web poll for them to access. You could create an anonymous tip box where people can freely tell you what needs to change. Take their suggestions and start implementing them into your content creation and you will see tremendous growth in visits to your website. Creating client participation is very important to all businesses.
Make Changes and Succeed
Creating enough content that isn't overwhelming will save your business and will bring in more clients. Stay away from making common mistakes with your content and begin to be more personal with your readers. This isn't the time to feel bad that your site isn't drawing in readers; it is time to take action and make changes!