It’s been almost a decade since the seemingly endless debate between quality and quantity in content marketing began to pop up everywhere. Let’s take a look at the status of this question.
It makes good sense that more content won’t provide lasting benefits if you don’t also pay attention to the quality of that content. In fact, Google takes a pretty heavy toll on the quality of the content and reviews how well it serves people who are looking for similar content online.
Is longer content inherently of better quality than shorter content? Not necessarily. But it may look like this, as longer content tends to address immediate user issues better. Google wants the content that best serves searchers to be at the top of the SERPs.
Just creating as many posts as possible will not bring you any long term benefits. Define your topic carefully, do your research and analysis, and offer information that others don’t.
Dos and don’ts of content calendar
Sticking to a rigid content schedule won’t do you any good in the long run, either. That’s not to say that you shouldn’t have a content schedule and be consistent in posting. You will quickly lose your audience if you only post sporadically. The point here is that you need to stay on top of upcoming questions online and tailor your topics to answer common questions.
You should determine a general content posting schedule, remembering to allow flexibility and creativity. The main thing is to always stay focused on the audience. Provide your audience with the information they’re looking for, as well as resources directly related to their typical interests.
Know your audience and meet them where they are
Meet your audience where they are. It should be your intention. The quality of your content comes first, but the quantity comes second. The more you learn about your audience and tailor your content accordingly, the more it will resonate with them.
Research what your target audience is asking online, what their interests are, what are their habits, demographics, and anything else you can find that might be relevant to their eventual buying decisions. You can gain insight by studying your analyzes and insights, looking at previously collected data, and interviewing customers. All of this data helps you assess what types of people are coming to you and why they are choosing you.
One of the most commonly used research tools is Google analytics. Here you’ll find data about your audience demographics, such as age, gender, affinity categories, and market segments. You can also view bounce rates, trades, and revenue by segment.
Interviewing real customers helps you identify unique selling propositions that set you apart from your competition. Your goal is to get your content on your users and not on rankings in the SERPs.
Determine your audience’s questions and dig deeper into those topics. Search engine algorithms move away from keywords and turn to content that surrounds a central topic, called a “topic cluster”. Make a list of 50 or 100 questions and answer them. Then move on to the next 50 or 100 questions and post content around that list. This will provide you with more than enough to write to consistently produce engaging, high quality content.
Google wants to avoid various techniques. These include:
- Automatically generated content
- Link schemes
- Lack of original content
- Hidden text or links
- Keyword filling
Does more content generate more traffic? Is this the right traffic?
The content marketing strategy suggests that you present content that solves common problems for your target audience while also informing them of emerging trends. Providing unique content with real value to your audience sets you apart from your competition. High volume content that mirrors all the other content saturating the market does not effectively differentiate your business. High volume advocates believe that if you run more content, it will lead to more traffic because there is more to grab the attention of readers.
But what your business needs to grow isn’t more traffic, it needs to attract new customers. It is important to generate traffic, but it must be the law circulation. You need to look for leads that are suitable for your product or service. Another way to think about it is that writing content that meets the needs of your audience is better than trying to write for Google’s often-changing algorithm.
The bottom line is that generating more traffic doesn’t equal business growth. You have to generate traffic that is interested in what you are selling. High quality content achieves this goal, while high volume, but low quality content generally does not.
The ideal scenario is for you to produce the best quality content at a relatively high volume. It might require a bigger investment in content marketing, which means a bigger budget. It also requires a sufficient budget to hire or contract with talented writers who can produce the desired volume with sufficiently high quality.
Conclusion: quality AND quantity
The main problem is to think of it as quality against quantity rather than quality and amount. Quality or quantity are not alternatives, they are two aspects of a content creation strategy. Focusing on one over the other depends on your specific business and your audience.
Continued investment in content quality and quantity of content over time ultimately becomes subject to diminishing returns, assuming all other factors stay the same. At some point, your audience just doesn’t have the time or attention to consume more content.
When is a good time to stop increasing the amount of content? There is a relevant concept called the minimum effective dose (MED). It is the smallest dose, or in this case, the smallest amount of content, that produces the desired result. Use your goals and research to determine the MED for each type of content you create, this is where you will balance quantity and quality.