A potentially unpopular word about content creation

 We live in an age when it feels as if nearly everyone has something to say nearly every minute of every day. No one can listen to all of it. And no one can really listen to any of it when they’re too busy saying things all the time themselves. To be honest, the whole situation is a bit exhausting.

The quote, “Wise men speak when they have something to say. Fools speak because they have to say something,” has been attributed to Plato. Just like variations of the admonition, “It's better to keep your mouth shut and appear stupid than open it and remove all doubt,” has been attributed to the likes of Mark Twain, Abraham Lincoln, Will Rogers and others (another example of how you can’t believe everything you read on the internet).

It would seem we’ve been warned by our predecessors that it’s better not to say anything unless you have something to say. And yet, here we are, pushing ourselves and our teams to create more and more content as if the world has an insatiable appetite for hearing our voice. We are bowed under the incessant pressure to just say something.

The thing is, the algorithms that rule our day do seem to reward those who generate tons of content at a consistent pace. The more you produce, the more your content will show up in people’s feeds and, in theory, the larger your audience will grow. I don’t disagree with this logic. In fact, I’ve explained this very concept to some of my clients. Constantly producing more and better content does have its benefits.

However, I’d also like to argue for a less frenzied approach. I do believe there are instances in which less actually is more. I suspect we all know someone about whom we could say, “she’s often quiet, but when she speaks, people listen.” Sometimes, those who speak the least are the ones we anticipate hearing the most.

In practice, this may mean your organization actually shouldn’t start a newsletter (Gasp! There. I said it). Unless you can guarantee you’ll have something of importance to say on a regular basis, why clog your audience members’ inboxes? Chances are good you could get more traction by simply sending an occasional email only when something of significance needs to be communicated.   

I also believe that actions beat words any day of the week. I often advise clients who want to draw attention to their organization or their projects to do something as opposed to simply saying something.

For instance, could your organization sponsor a scholarship for a local student? Would it be possible to hold a public panel discussion with experts to provide information about your issue/project/initiative? Is there a community service project your organization can do that coincides with the message you’re trying to convey? Once you’ve done something, then people will be more willing to hear what you have to say about it.

Ultimately, the fervor and frequency with which you generate content should match the personality of your organization and the expectations and desires of your audience. If you don’t have something to say, you shouldn’t feel obligated to speak. And if you are speaking often (and there’s no shame in that), just make sure you’re saying something worthwhile.

 Mandy Minick is the principal and founder of Minick Public Relations, LLC. She is the immediate past chief communications officer for the Ohio Department of Education and has 20 years of public relations and entrepreneurial experience. Find Minick Public Relations on LinkedIn.