It’s a publish or perish world out there for content marketers, but have you ever thought about the relationship between the quantity and the quality of your content? It’s a simple equation: more quantity = less quality, and vice versa. The key in content marketing—as in most areas of life—is to find the balance between quantity and quality. Here are a few tips on striking a balance between quality and quantity in your content marketing.
The old rule of thumb of quantity over quality for building SEO is no longer valid. Now we live in an era of Google Panda (Google’s latest search algorithm) and quality is rewarded in SEO.
Quality trumps quantity. Yes, a regular stream of content is important, but if that content isn’t top shelf stuff, then what’s the point? You’re just wasting your time and building a reputation for mediocrity as you alienate your audience. Instead focus on creating great quality content.
The great thing about great content is that you can often re-purpose it, so you can take the same great idea and make a blog post, a video, an e-book, and an infographic about it—resulting in quantity as well as quality.
So, now that we have settled that quality trumps quantity, here are a few characteristics of quality content:
Relevant: Content must be relevant to your audience. This may sound like a no-brainer, but you would be amazed at how often this rule is broken. When you’re creating content think about it from the perspective of your audience and see if you still think it is relevant.
Current: Yesterday’s news is only good for lining birdcages and wrapping fish. Is your content current?
Compelling: You can have the best information, but if no one reads your content, then what’s the point? Package your content in a way that makes people consume it and want more. E-books and video are both great ways to package your content.
Useful: Your audience has needs and it has problems. What need are you filling with your content? What problems are you solving with your content? If you can’t answer these questions, then your content probably isn’t very useful. Also, if your audience can’t understand what you’re saying, then your content won’t be useful until you speak your customers’ language.
Consistent: You’ve heard the cliché, “one bad apple spoils the whole bunch” and when it comes to content marketing, it has a grain of truth. Coupling high quality items with low quality items actually cheapens the overall quality of the items. So, make sure to keep your content consistently awesome.
Don’t buy into the idea that if your competitor is tweeting 10 times a day and blogging everyday that you need to tweet 20 times and day and blog twice a day—you’ll only wear yourself out as you run on an endless treadmill producing low grade content. Instead, focus on creating the very best content you can.
Now you know what makes up great content. Need ideas on how to get started? We’ve got you covered: check out our posts on creating e-books, social media video, and great storytelling. The ingredients for creating top quality content are already all around you…