Quality vs. Quantity: The Content Marketing Struggle

Quality vs. Quantity: The Content Marketing Struggle

When it comes to your content marketing, what is more important, quality or quantity?

It doesn’t take a genius to tell you that your content should be of a high quality. You want people to read it, share it and talk about you. So yeah, you need to produce decent content to be able to do that.

But with that said, Google has kind of made it impossible for you not to churn out content all the time. Otherwise, how else are you going to reach the top of the search pages? So sometimes the content does suffer – in the hope you’ll keep staying relevant.

So what do you do?

Well In an ideal world, you’d create high quality content all the time! But unfortunately there often isn’t the time, resource or even creativity to do this.

What you can do, is try your best to regularly produce awesome content.

If you need help with this then I’ve put together a 5-step plan, to help you create high quality content – more frequently.

1. Map out a plan

Whether you’ve got a team of people behind you, or you’re riding solo – you should always start with a plan. Think about looking at your marketing strategy every three months and creating a plan that you can follow each week. On your plan you should aim to map out your blog posts, social feeds and big pieces of content – like infographics, videos or e-books.

Although social is quite spontaneous, you can still research valuable content from around the web beforehand, and schedule it to be posted each day. That way even if you forget to look at your social feed, you’ll still have at least one post going out each day. Use asocial media management tool to help you do this – some good tools even have feeds direct to relevant content that you could post.

You should make sure you have your blog post topics set out, before you write them. Struggling to come up with anything more to write about? Check out HubSpot’s blog topic generator to help you come up with ideas.

For your big pieces, you should aim to publish at least one a month. Big pieces of content take more time to think about and produce, so that’s why planning them out is vital to their success. It may seem like a lot of hard work but you’ll see a better return, as people love to share quality content such as infographics or videos. 

2.Understand your audience

You can’t create quality content if you don’t know who you are creating it for. Your audience could be hiding anywhere, so you need to lure them out with some awesome content that has been made just for them. If you’re in the early stages of business, think about creating a customer persona as it will help you relate back to it whenever you create your content.

Do some market research to find out your customers age, demographic, family, income, education, occupation, favourite social sites, personal opinions – pretty much everything there is to know about them. Good quality content needs to be tailored towards the right people. Make sure you speak in their language. And don’t litter your content full of jargon as this will only alienate people and make them switch off.

Once you truly understand who your audience is, can you then start to effectively capture their attention 

3.Think outside the box

So now you’re at the point where you need to create your content. This is where it starts to get tricky. There’s a lot of competition out there, and since 9 out of 10 organisations are generating content regularly, you need to make sure yours is so good, that it stands apart from the rest.

How do I do this?

Above all, your content needs to engage with your audience. You should give them a reason to give you feedback and share it on their social feeds. Let’s go back to the topics of your content. You don’t have to post about your products all the time in order to attract readers. In fact, it will probably help you if you broaden your horizons and blog about bigger topics that will cover your product in a small way.

People will come to you if you are an expert in your field – and that’s what you need to achieve with your content. Say for example you sell sofas. You don’t always have to write about the specific features of your sofas. You could write about the world’s wackiest homes, or get an interview with a top home furnishings decorator. By widening your writing topics, you’ll become the expert in what you do.

Similar rules apply to your social content. Social media is all about having a personality, yet many businesses are concerned that they need to have a professional tone dominate their feeds. Take a look at brands like Charmin, Tesco Mobile or Innocent. They all have fun with their social, and this has helped them not only gain thousands of followers, but get plenty of recognition for creating a real buzz on social. 

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