With content marketing there is normally one debate – should you be implementing a campaign based on quality or quantity? Both sides of the argument have merit and so we wanted to ask the question, look at the arguments and suggest our own answer to the age-old question.
Quality Or Quantity – The Definitions
Within content marketing there are several ways that you can define quantity depending on the type you are publishing. For instance, if you are talking about social media, quantity is related to the number of updates you release or the number of hashtags you use in any given update.
Quantity for blogging and email marketing could refer to the number you publish / send or the size of the content you are releasing.
Quality on the other hand is similar across the board. This is defined as the ease of reading and the significance of the information presented to the reader. The higher the quality of your work, the greater the chance you have of converting the reader.
Quality Or Quantity – Not A Simple Answer
Quality appears to be the better option simply because it can convert more, but without the quantity of content out there – there is little to attract visitors to your site. And this is where the debate really lies – do you want more visitors but less converts or less visitors but more conversion?
To really answer the question quality or quantity you have to consider how quantity improves your online marketing results. Research has found that the more blog posts a business releases the greater number of leads and visitors it receives. Those businesses that publish more than 15 blog posts per week achieve five times the traffic than companies who don’t blog at all.
But on social media the opposite is said to happen. When you publish too many tweets the interactivity between the company and audience decreases. At the same time, Buffer and Social Bakers claim that when you publish more than two Facebook updates per day – interaction between brand and audience also decreases. But if you don’t publish more than once per week, your audience will forget about you.
Similar results can be seen on LinkedIn and Google+.
At the same time, quantity is very important in blogging. Research has found that longer posts perform better in both social shares and search engine results. This results in more visibility for the brand and greater levels of traffic.
This all leads to a greater number of leads and greater sales.
However, there is one issue. Research has indicated that the more a company commits to, the harder it is for them to maintain, with staffing and skills being two of the greatest challenges brands who want to use inbound marketing face. When faced with these issues, what is often compromised is the quality of the work. Companies simply churn out the content with little regard to how it reflects upon the brand image.
The Demise Of Quality
Quality is really important and should be a defining factor in the quality or quantity question. Landing pages, a primary component of your inbound system, need to be of high quality. When it isn’t, your conversion ratio will be limited.
At the same time, people like to share content that they think is of high quality. If you don’t make that impact within the first 10-20% of your blog post, many of your readers won’t just leave your page, they won’t share it either.
Therefore, quality is still a fundamental part of your inbound marketing and content marketing campaigns.
Quality or Quantity – Why Not Both
Therefore, for several reasons, the question should not be ‘should it be quality or quantity’ but ‘how can I mix quality and quantity?’ This can be challenging, especially if you have significant resource limitations. Yet creating content in advance of your publishing schedule is one of the best practices. You should also focus on building a strong process for creating, editing and publishing content.
This will help you stay ahead of the game and retain quality while publishing at the levels you need. The minimum levels of blogging that we recommend would be one per week, though if resources allow you to, you should be publishing more content.
At the same time, you should aim to create content of a longer length, although this should not be at the risk of your content looking poor – keep sentences strong and meaningful, with limited filler words.
Quality or quantity is not the real question when it comes to your content marketing plans. It is more about how you can create content that is of a high standard but published frequently enough to attract attention to your brand. If you do this you will have significant levels of traffic to your website and a high conversion ratio.
How much do you publish a month? What are the challenges you face when increasing this amount?
Let us know in the comments below.