Are you bothering people with your content?

  • Your Facebook friends are interested in your opinions (believe it or not!)
  • Your followers on social media want to hear about your business.
  • Your newsletter subscribers look forward to your newest content!
  • a spirit of helpfulness
  • a desire to connect
  • an intention to delight them
  • Can you see that person in your mind’s eye? What would they love to know about your area of expertise?
  • On that topic, can you guess what they might be feeling? (Are they scared, overwhelmed, excited, eager, etc?)
  • What could you say that would be helpful to them?

When you’re of service, you’re a blessing, not a bother.

How often is too often?

  • Email Newsletters — unless they requested a weekly email, I wouldn’t recommend more than 2x a month. In my email newsletter signup I ask subscribers to choose monthly or weekly, so that I align expectations.
  • Social Media — are you posting more often than most people? Generally, once a day on any platform is acceptable. Once a week is fine but harder to stay top of mind. The latest advice: posting too often on social media?
  • Private Messaging — this could be FB Messenger, text/SMS, individual email, Linkedin private message, etc. Are you sending content privately to people who didn’t ask for it? Definitely don’t do it if they don’t already know you. However, if it’s friends, colleagues, or classmates, it’s fine to privately send content that you know would be relevant to them, once every few months, but include a thoughtful note about why they specifically might enjoy that piece of content.
  • Posting about your business — you can definitely post about your products occasionally, perhaps every 1 out of 10 posts. You could increase that to 1 out of 3–5 posts on your FB Business Page and anywhere else that clients and prospective clients eagerly follow your business.

Here is evidence that you are NOT bothering your audience:

  • Email Newsletter — each time you send one, you get fewer than 1% of the recipients unsubscribing. If you get more than 1% unsubscribe, then either you aren’t emailing them often enough (quarterly is too rare) or you’re emailing them too often (not more than once every 2 weeks unless they signed up for a higher frequency.) Also, if you notice that your Open Rate is consistently decreasing over time, it means you need to improve your content. You’re not bothering them, but you may be boring them.
  • Social Media — if your follower count rises organically (without buying followers) then you’re doing fine. However, if your content engagement isn’t rising, then again, the problem is that you need to improve your content.

 by the author.



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George Kao

George Kao


Authentic Business Coach & Author of 4 Books including "Authentic Content Marketing" and "Joyful Productivity"