The Difference Between Content Flooding and Aggressive Content Marketing

A marketing campaign is only as good as the content that it produces. An effective marketing campaign has a clear goal in mind (driving traffic to a website, brand awareness, direct selling etc.)  

Content marketing is a means of bridging the gap from a campaign to goal but the means to get there can vary. 

Numbers and quality always plays a balance in how content is produced: 

• How do you want your message to get across? 

• How much effort will go into the content?

• How much content for how long will be produced?

Some businesses focus on high quality pieces of content, by inserting as much branding, emotion and brand story as possible. Some businesses focus solely on the number of content made and send as many out as possible. With more hooks in the water, the better chance to get a bite.

More always beats less….but not really.

Content Flooding

Content flooding is producing as much content as possible in high frequencies (2-3+) posts a day for example). This is to cast as many rods as possible and get that business’s name in front of as many people as possible. 

What you may notice about this is that the content may be “okay” or “good enough”. Nothing crazy, just enough to not look like trash. 

You are starting to see this now with a lot of AI generated content flooding social media and even being used in a lot of ads. 

This is referred to as “slop content”. 

Content that doesn’t really have substance and is very basic in the message, story and goal. 

In terms of content flooding, AI definitely makes it easier to make “good” content but not great content.

Content Aggression

This is almost the same idea, while still being focused on higher frequency of content, there is a lot more focus on quality and branding put in. Putting more emphasis on not just the name of the business but the brand identity and core behind the name as well. 

Though there are sacrifices in terms of quality when  trying to produce a high number of content, there still is a focus on branding the content and trying to make it great and true to the business. 

The Balancing Act  

With a high frequency of content, there becomes a balance between the number of times your viewers see a unique piece of your content and the quality of the content. 

When a viewer sees your content they are taking time and consciously choosing to view your content. They expect some sort of reward in return for viewing your content, which is determined by the quality of your content that they view. 

The more the viewer sees your content, the expectation of the quality becomes greater. The content needs to either match the same or be a greater reward.

If the expectation is not met, especially frequently, your content/brand can be seen as “annoying”.

It’s not about more content, it’s about great content. 

Stop The Flood

If you care about your brand, content flooding may not be the best content strategy for your campaign.  

So how to avoid having your content be seen as “annoying” while still being frequent and aggressive?

Quality and reward of the content.

Find the balance in producing high quality content that is branded, tells your story and drives some sort of emotion and then aggressively post that content.

A good rule of thumb is that if you feel you can't produce the same amount of quality content over and over again then it is a good idea to scale the number of pieces of content down. 

On the other side of that, if you are consistently producing high quality content, try increasing the number until you feel you can't reach that quality previously.

Every brand has a different standard to the amount of effort and resources that will go into their content marketing, so it is best to find what works best for you. 

It's what works for you and your audience. It’s never the best idea to falter your brand just to do what is “expected” or “ right”. 

The Standard For Content Hasn’t Changed

The main goal for content is always being able to have a strong brand and effectively communicate that brand to your audience. 

Building out your brand identity will always strengthen your content way more than just focusing on content quality.

Content quality comes from the brand, not from how well something looks.

Brand Matters.