“If you don’t have an iPhone…then you don’t have an iPhone”

As a marketing enthusiast I love the message. It’s smart, it’s catchy and makes you question…why don’t I have an iPhone? As a television viewer, I can’t stand this line anymore because I’m compelled to watch it every five minutes over and over again while catching my favorite shows on TV. Today it’s the iPhone advertisement but a week from now it will be some other advertisement, message or brand that will fight for attention and eventually haunt me to the point I would actually have a negative attitude towards the brand.

Similarly in the social web space, there is such a thing as overdoing it…..only perhaps you will have to change shoes to perceive this fact.

Let me explain with a common example of a regular day on Facebook….

Put on your marketing shoes as someone who is promoting their brand online :-

- 10:30 am You discover a really great blog post related to your business or industry

- 10:32 am You post it as an update on your company’s Facebook page and share it with everyone within the group

- 10:38 am You share another find on Facebook using your company’s page

- 10:40 am You add a status update to your company page about a new product that will be on offer soon

- 10:50 am You upload some photos from yesterday’s event to the page’s photo album

Put on your regular everyday Facebook user shoes who’s logged in to connect with friends and family. Rewind to 10:30 am:-

- 10:30 am You log in to Facebook and look at your news feed. A friend of yours has a birthday today. There are some new photos your sister uploaded of their recent vacation.  So you wish your friend, check out the new photos.

- 10:32 am You go back to your feed and see this blog post shared by a company whose page you “liked”. So you check out the blog post, click the line button and maybe even leave a comment.

- 10: 38 am There is another share from this company in your feed less than 5 minutes after the first one. You ignore it.

-10:40 am Now there is a third item from the same company saying they have a new product.

-10:50 am There is another item in your feed from the same company with some photos but your feed page is starting to look like their company page and their posts are dominating all the space in your Facebook feed pushing your friends and family out.

-10:55 am This is getting annoying…so you blog their updates or leave the page.

There is something like too much! Perhaps not as a business, but definitely as a consumer or user of the social web. It’s the same annoying feeling you get when someone on Twitter posts every 20 seconds especially when they are just links and not personal messages. It’s the same for automated social accounts which keep posting like bots, when you get an automated comment on your blog every single day from the same company trying to promote their link but don’t really have anything real to say about your post. It’s the same when someone keeps posting the very same link to your Linked twice a day in group drowning out all the good discussions and shares.

From a business perspective it’s understandable why so many will insist more is better when it comes to frequency of posting, updating and getting their brand and message in front of people as often as they can through any site. We need a return on investment right?

Is overdoing it really going to give you that return? Or will it turn people away from your brand?

Consistency, frequency and being ever present in front of your consumers is undoubtedly important. So how much is too much?

Prior to launching BuzzFactory in my previous work experiences I had the opportunity to work closely with a number of content sites which were designed to draw inbound search traffic around a specific B2B (in most cases) or B2C (in a few cases) industry vertical. The objective was to develop each of these sites into a valuable resource for each industry that had fresh content updates such as news, articles, blog posts and more in a single location and professionals would have a something akin to an industry publication they could quickly open and read through for good content in their space.

One set of these sites were driven by syndicated content which came through RSS feeds from various other related publications and an other set employed a very small team of writers who would contribute to the content daily in the form of one or two articles and blog posts a day. The general idea behind the site which displayed content from other publications was to have more updates and a lot more content in an automated and cost effective way. Since it was simply aggregating content from other sites, it didn’t need much time or money and would update it self several times a day building a large index of links on the site. On the other set of sites progress was much slower. Limited resources mean’t the site could only be updated when there was bandwidth for someone to spend time writing a post or a detailed article, using the right keywords, linking, publishing and finally promoting it personally through social networking and bookmarking sites. While the first set of sites had hundreds of new article links each week (though duplicated (syndicated through RSS) the second slowly and steadily grew at around one new original post or article each day.

Now as logical guessing would have it, the first set of sites should have done very well but failed quite miserably at search results in every single case. The second set of sites which depended on original content though slow to develop grew in terms of both referral traffic and gradually drew a rising percentage of search engine traffic through some very relevant keywords and phrases.

Lessons Learned

• Syndicated content on your business website is a good resource. It’s useful for those who come to your website. It’s not as effective in bringing them to your website from search engines.

• Syndicated duplicate content doesn’t do much for gaining more links in search results as that benefit really goes to the site that originally posted the content you are just re-distributing.

• Duplicate content which is not syndicated and posted directly on your site is a big no no. It’s not just damaging to your page rank and site reputation, it’s plagarism.

• Keep it original even if it means it can cost more in terms of time or money. It will pay back in the long run and give you long term returns in terms of bringing the right people to your site.

• Slow and steady wins the race. Even if you can’t update your site with new content everyday, do as much as you can and make sure it’s fresh, useful, relevant to your business or website and build your own content one step at a time. Even if you don’t see magical spikes in traffic, each original post will bring in a trickle of search traffic and you can build that trickle into a stream of search traffic gradually.

Business vertical based blogs are a great alternative to high ad spend and are one of the most valuable mediums of inbound marketing. It’s important to note the main objective of such a blog or online publication is not outright push selling to a customer simply using the blog as a tool to do that. The objective is to create the most engaging and useful publication with great content for targeted audience in your business vertical. If you can publish a blog or online magazine which can do that, you will build a community of followers who will be pulled to your business website eventually simply because they enjoy your publication. It’s non-intrusive pull marketing. For example, if you’re reading this article on online content marketing and value the articles we publish, the chances are, sooner or later you will be curious enough to explore what we do and what we offer at Buzzfactory.net. The objective is: this article you find useful will lead you to our website and perhaps even contact us to see if we may be able to work together.

Thinking out-of-the-box and not restricting your content to revolve only around your business can play an important part in how others perceive your publication. For example, if you are hotel or resort located in Miami, a blog which talks about the hotel property itself may be interesting but can you really build a long term reader base around it? Instead, if you could build a blog with great articles on “Travel in Miami” which has tips, guides, advice and articles on what those visiting the city could do, that could scale into a widely read travel blog. In effect, the branding space on such a blog would be more valuable and the reader base perfect for those who may be interested in checking out the resort website and perhaps making an online booking. An adventure sports blog for an adventure sports apparel company, an automotive blog for a a car dealership or a boat & yachting online publication for a boat manufacturer are all along the right lines to attract attention online and build a good platform. In the B2B space the objective is the same. Create a publication that the audience finds useful and ask yourself, as someone interested in this vertical, what would you like to read?

Finally the success of an online publication for any business  comes down to it’s planning and execution. While many set of to create a vertical or industry blog or publication, few actually manage to keep up the momentum and publish fresh content as frequently as it should be. The way we approach completely managed publications for our customers is much the way a magazine would. Setting monthly objectives for both content and traffic goals is important as is a weekly plan of the articles that need to be done for the week. Once articles are published they need to be promoted on social networks shared through social bookmarking and the process needs a dedicated effort. It’s a gradual learning process which needs experimenting and constant review to understand what is working, what the audience respond to and how to stay creative and continue to make it valuable. It calls for a dedicated effort where you can consistently publish fresh content and continue to keep readers happy.

If you’ve looked at the best blogs and online magazines in your industry and have made up your mind to take them on with your own, our advice is “Go for it!”