A drip feed of content, or one big splash?

How often should you share thought leadership?

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Thought leadership, done well, can transform a firm’s fortunes. It can bolster your reputation; strengthen or shape the perception of your expertise; raise your voice in a crowded market; win clients and retain existing ones; attract talent to join your workforce, and all the above.

So, if you have cracked the secret of creating an unlimited amount of high-quality thought leadership what’s to stop you from putting it all out there at once?

After all, the more you write, the more your voice is out there. If you are engaging with your client base frequently, you are likely fulfilling their need for information, and this, in turn, prevents them from looking for insight elsewhere. You will be proactively drowning out the competition that is trying to grab their attention away from you.

When it comes to social media it would seem that more is more too – LinkedIn recommends you post something once a week, and we know that Instagram’s algorithm loves consistency of frequency.

A drip-feed also gives more opportunity to showcase expertise in more areas. You can cover more topics and reach a broader audience. Most professional services firms split their marketing efforts across both service and sector lines – producing a regular stream of content means you can talk to more people in more industries more regularly.

But you can go too far.

One law firm I follow has in the past two weeks published 94 pieces of content on its website. Sure, not everyone in their target audience will have received every piece of content, but even so, I can’t help but suspect they must have felt a bit bombarded.

At the very least, the individual impact of each piece of thought leadership must have been diminished by that sheer volume.

From the law firm’s point of view, the resources needed to research, scope, write, proof, edit, publish and share a piece multiple times a week are significant. Can they really have ensured the highest quality in each stage of that process across 94 of them in two weeks? That’s more than one an hour!

It’s easy to understand the urge to appear current - would you consider an article to be relevant if it were written a month ago? But it’s equally important to be valuable. Speak without saying anything of importance, you will quickly lose your audience. Scarcity drives value.

Bill Gates is famously introverted, but when he speaks – people listen. Should you save all your time, efforts, and insights for one big think piece each year. Perhaps, but I can’t help but feel a truly standalone piece is a bit like the New Year crash diet after the Christmas binge – it does work, but does it last?

As with most things in life, balance is key. However often you choose to write, just make sure that every word is worth reading, so that every drip makes a splash.

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