pace of content delivery

November 29, 2017



The tempo of content delivery

How many content channels are you using? There are just so many of them through which to share your brand’s imagery and messaging.

The content strategies we develop for our clients (and for ourselves) are defined by a number of factors. Across Twitter, Instagram, Facebook, YouTube, and websites, there is a right way and a wrong way to ‘broadcast’ your content.

In particular, there is a notional pace or tempo for each social and content channel.

It looks something like this:

This is determined not only by the pace at which it is comfortably possible to generate new content but also by the expectation of your followers. Hit them too often with new content and they’ll start to lose track of what it is you’re trying to tell them.

We constantly review and adjust our clients’ content output based on response and performance. We find the right tempo for each, whether it be video content, social posts on Facebook and Instagram, or more industry-related posts on LinkedIn.

Technology has obviously made it quicker and easier to create engaging content. But even if you somehow managed to drop a brand new video on your YouTube channel every single day, nobody has the time to watch them all. Yours isn’t the only brand they’re devoted to, you know. And whilst most of us are happy to binge-watch ten hours of our favourite shows, we don’t necessarily want to have that level of indulgence with our favourite brands.

With owned channels like EDMs the tempo can again depend upon the brand, the category and the content. For our client EDM strategies, we look at the product category to determine frequency. For some of our property clients, EDMs are frequent – two per week, as consumers expect up-to-date information. For other clients, that drops down to once every two weeks, or even less frequent if it makes sense for the category.

Mapping out an effective content strategy requires an understanding of these different tempos. And as the pace and diversity of content increases, the importance of getting it right increases accordingly. It’s a bit like sugar. Everybody wants some now and then. But if you overdo it, people get a headache.