We’re halfway through the year already. When did that happen? For marketers, this was going to be the ‘year of content marketing’. Has it been for you?

Many brands have had a great time putting together content marketing campaigns – <a href="http://www.marketingmag.com.au/blogs/when-content-marketing-goes-wrong-40021/#.UYyG17Zm2cR">Marketing Mag</a> cites Red Bull and Mitre 10’s efforts on <em>The Block</em>. But there’s always an extra worry that overloading customers with content can do more harm than good.

Think of how you engage online and use social media yourself. We all have those friends who overpost and overshare, and you end up either ignoring or blocking them. Don’t run the risk of bombarding your customers with inconsistent or non-engaging content just to keep up a social media presence. It’s a guaranteed way put them off completely.

With LinkedIn and Facebook used to distribute the most marketing content, it’s not just the frequency of posts that can let your company down. It’s about what you’re saying, too. And the balance between pushing your message and producing good content is tough, as is maintaining consistency. It’s a balance, really, and the key is creating informative, engaging and sharable content.

So, what’s the trick? Well… there is none. Sorry. It’s old-school. Understand your market’s likes and expectations, and especially understand how much they want to hear from you. A common sense approach. How are you surviving in the year of content marketing?