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Managing information is a problem everyone faces


Gone are the days when only the elite had the task of managing information daily. Today, regardless of one’s status or age, managing information is a problem everyone faces daily. Therefore, content providers need to be strategic, precise and direct if they want to get and keep their audience’s attention.

Recently, I listened to someone lamenting about the attention his marketing content was not getting. He was taking time to create content he thought was relevant and useful but frustrated that his audience was not reacting the way he had hoped. He was doing three to four Facebook posts and WhatsApp blasting per day. However, his target audience still did not know what was happening in his business.

His situation is quite common. Several marketers are struggling to strike a balance between too infrequent and too frequent information that they share with customers daily. Customers on the other hand, are struggling to manage information being received from numerous sources and sometimes, relevant information gets lost in the clutter. Neil Patel said, “If you post too infrequently, your audience will forget that you exist and you will quickly fade into the deep dark recesses of their minds. However, if you are posting too often, you will become a complete nuisance and they will dread seeing your posts overcrowding their feed.”

In this era of information overload, several studies have been conducted on how content providers can maximize their content on social media. Less is actually considered more on sites like LinkedIn, Facebook and Instagram. Some suggested that posts should be limited to once per day on LinkedIn and Facebook and once or twice on Instagram.

Here are some questions to consider: How much of the content you received via social media/WhatsApp do you read? Why don’t you read all? Do you know what is relevant and what is not? How/when/where would you prefer to receive information? The people you are trying to reach may share some of these same concerns. Therefore, as was said earlier, be strategic, precise, purposeful and direct if want to get and keep your audience’s attention.

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