Barbells vs. Treadmills: A Fresh Take on Content Strategy
Janessa Lantz

This resonates a lot with our content experience at Buffer, particularly the power behind creating focused, blockbuster content (in smaller batches, if necessary) and the inherent challenges in outsourcing content production.

Is it really worth it to create 10x content at a rate that’s 10x less than you create regular content? I think so!

One thing we have noticed in our pursuit of bigger, better content is that there still remains a slight unknown with how it will perform. Yes, the post’s performance is more of an educated guess given all our research and strategy, but … sometimes things fail.

I wonder if content marketers get scared off at the risk of putting all that time, energy, and effort into a huge piece of content with no guaranteed outcome. Could it be that spray-and-pray strategies are safer?

Speaking as a content person, it scares me a bit to put all our eggs in one basket. I just wrote a 6,000-word blog post on content curation, and I’m not 100% convinced it’s going to be a smash hit. I’m 95% convinced most days, some days 75%, some days 5%.

That said, I went ahead and put a lot of eggs in that basket anyway. 😅 Thanks for the encouragement, Janessa Lantz, that it’s the right thing to do!

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