Content Marketing: The Fallacy that More Content is Better

cmi reporting:
...
Here’s a little state of the industry that I’ve noticed:

• There are hundreds of marketing gurus out there who will tell you that more is better.
• Brands and publishers alike are setting up massive newsrooms to newsjack every possible opportunity.
• Keyword phrases are being locked and loaded, as we speak, into thousands of content marketing programs around the world — curated content and original content alike.
• Organizations of all sizes are figuring out how much content they can get out of every contractor they work with, and how to get that investment down to as little per hour as possible.

Now, I’m not saying that any of this is wrong; but it’s definitely not better.....
Think about your current content marketing program. Now read the questions below:Do you have a documented content strategy as part of your marketing program, or are you just filling channels with content?

• Is the content you are distributing truly best of breed — meaning that it’s as good or better than anything else available?
• Are you really making an impact on your customer’s lives or careers with the information you provide to them?
• Are you in the game just to sell more, or are you in it to make a difference?
• Are you setting up your content marketing department around more or around best?

How do you know if your content is truly epic?
Here is one easy litmus test: Are you seeing behaviors change?
Are customers sharing your content? Are members of your customers’ networks sharing your content? Is your content a central part of conversations on the web? Are prospects signing up to receive your content on an ongoing basis? If you don’t deliver your content at the regularly scheduled time, are customers calling you to find out where it is? Are influencers creating new content from your old content?
http://contentmarketinginstitute.com/2013/02/content-marketing-fallacy-more-better/