If you’re not providing valuable content 100 percent of the time, you risk becoming irrelevant.
Why? Easy: People do judge books by their covers. If the vast majority of your posts are random bits of meaningless information, clients won’t look farther than the first few posts on your blog, or in social media, to try to uncover the gems you’ve hidden away in your feed.
I believe there’s so much random and silly information out there because people are desperate to post consistently — because that’s what they’ve been told to do. “Post something every day!” the pundits and gurus say. But trying to post quality content consistently, is hard, tedious work. That’s why people post about the beer they drank, a quote they like, or the fact that a skunk sprayed their backyard.
And oh, somewhere in the flotsam and jetsam, there’s a meaningful post that’s genuinely useful. But no one can find it amidst the junk content that’s polluting your feed.
Being relevant isn’t about quantity of posts — it’s about the quality of the posts you make. It’s not about the number of fans and followers you have — it’s about the quality of engagement you have with the people who want to interact with you.
Think of it this way: If only 10 percent of your content is actually relevant and valuable, you can bet that overall, your clients will think of you as irrelevant because most of what they see from you is relatively worthless. And that is no good for your business.
“You can’t be relevant just part of the time. Your sphere has little patience for tomfoolery. They’re busy, impatient and smart. Unless you’re a comedian or social pundit a la Stephen Colbert, you’d best stick to being valuable 100 percent of the time.”