My life is an endless stream of content.
In the morning I open my email to find about 10 newsletters. I pick the most interesting ones and skim through them.
Then I open my newsreader Zite to find around 25 stories waiting for me. Again I skim through the content that catches my eye before moving on.
Then I hop on Twitter to find my feed moving at the speed of light. I scan the trending topics and my timeline, picking and choosing a couple of choice tweets to check out.
I used to try to keep up with every tweet. Every email. Every article in my newsreader. But I quickly realized something.
In the information era there is always more content. Always more articles to read. Always more videos to watch. Always more podcasts to listen to.
I currently have over 5000 unread emails. Over 250 pieces of content in my Pocket reader. And 6 books I’ve bought and since left dusty on my shelf.
It’s not like I’m not interested in the content, there just isn’t enough time in the day. In the 21st Century, trying to keep up with the flow of information is a losing battle.
Everyone’s creating content. From bloggers to content marketers to everyday people. And there is one clear takeaway from this phenomenon: you have to be better.
Competition is fierce. And when supply goes up, demand drops. If your content isn’t in the top 85%, it’s not going to be noticed.
Because your audience is drowning in a sea of blog posts, tweets, infographics, podcasts and videos. Everyone and anyone is biding for their precious attention.
Your audience has 99 problems but more content is not one.
So what do they do?
They have to be selective of their time. Because they can’t read everything, they only consume the highest-quality of content in their feed. Only consuming the content that can’t be ignored.
In order to stand out, you need to stop killing yourself to create more content and start creating better content. Instead of creating 7 good posts a week, create 1 epic post.
Use the extra time to promote the hell the out of it. Spin that one piece of golden content into a blog post, a video, a podcast and a slideshare. And syndicate it through every relevant channel and forum online.
If you do it right you’ll get way more views on that 1 core piece of content than your other 7 posts put together.
If you want to stand out in the information era the formula is quite simple: tone back your quantity, increase your quality and step up your promotion.
Take a look at your editorial calendar. Do you really need a new blog post each day? What would happen if you took 4 hours to write each post instead of 2?
Too many bloggers get stuck thinking they have to constantly create new content. But your audience doesn’t care. They have enough content to tide them over for a lifetime.
If you want to extend your reach focus on quality, not quantity.
And remember that your audience has a ridiculous amount of content at their fingertips. You can’t throw up a post and expect them to stumble on it.
If you want to be noticed, you have to put your content in front of your audience. So spend some time hustling on social media. Spend some time on forums and syndicates. Spend some time reaching out to influencers.
But you better make sure it’s a damn-good piece of content. Because your audience doesn’t have a second to waste.