A Re-evaluation of Content Marketing: Quality vs. Quantity

This debate has gone on since the dawn of the Internet, longer than the feud between Batman and The Joker, longer than the debate of whether Ross and Rachel were on a break or not? This is the debate of quality versus quantity. Like most battles, few remember where they begin, but here is where it ends.

For those of you that do not know why quality or quantity is always a concern in the realm of marketing, let me catch you up. When it comes to content, no matter what platform, we have all faced a choice; do I focus on creating content tailored the searcher that keeps them coming back for more? Or, do I pull out my content shotgun and see what I can hit? Both approaches have their merits, yet it is still unclear which is better. I am going to highlight the benefits of each approach and hopefully, by the time you finish reading this you will finally have the answer to quality versus quantity.

Anything Worth Doing Is Worth Overdoing… Right?

Most people that are new to content would assume the more content, the easier it is to get noticed. When you think about it, they’re right. When Google provides the searcher with over a million results, being a consistent presence in the results (albeit maybe not at the top) can help.

 

Ultimately, as producers of content, we have one main responsibility and that is to give the audience something to watch. Look at it from the perspective of a Vlogger, having a large library of content for potential subscribers to view is key. Some go as far as to release content every day sometimes twice a day. Even for news publications, you need to produce content constantly because you can’t call yourself news if you are late, or if the content available is the same as last weeks’. More content can mean driving more visitors, meaning more eyes on ads, meaning higher ad revenue. Providing content once a week, once a day or more, means that the searcher always has something new to return to, and a reason to return. So, you can easily see why some value quantity.

However, some could easily argue the contrary. One of the many predictions for 2018 from the CMI was that “Content marketing will no longer be a game of volume”. In other words, if your content isn’t answering people’s questions or providing unique information, then it doesn’t matter how much you put out because it has little value.

If you look at it from the perspective of someone who uses social media, like Instagram, you don’t share every meme you see – you single out the ones you like and carefully select those posted. In the case of vlogs and blogs, those that take time to put a thought into their content are among the most favoured. Why? Because the viewer found value in the content and because of that, there are more likely to return and share the content. Though placing quality over quantity consumes more time, you provide the audience with value. This means the audience has a reason to return and to share your content; thus attracting the exact audience you want.

So who wins?

Although, as valuable as quality content is to both the producer and consumer; you can’t produce it infinitely. Not every idea is gold and the ones that are quality take time to produce and as you know, time is money. However, focusing on quantity and pumping out content constantly would not only take a lot to facilitate but could leave your content stale, boring and repetitive.

The Yin and Yang of Marketing

Well, though both have their pros and cons there is no true winner in quality vs. quantity. We have fallen into this false notion that there can only be one when actually, the only way to win is to know you can’t have one and reject the other. How you do this is by making your focus not only on the quality or quantity of content, but on what your audience is looking for.

We need to start seeing quality, as the Yin of marketing, quantity, the Yang and the Middle Path that binds the two is consistency. With that in mind, we will be able to focus on the most important part, the audience.

To start, you could pull up Google Analytics see which posts are the most popular; maybe you can base content around it? Or perhaps you can create a content pillar, meaning that you would have one topic, that has multiple sub-pieces surrounding it. There are many other ways to use your audience to direct your content; the one that is best for you depends on your audience, platform and type of content.

So, now the battle quality vs. quantity has concluded and the credits are rolling. Now you should focus on how to properly utilise the Yin and Yang of marketing, and stop Googling quality versus quantity.

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