Content Quality vs. Content Quantity – The Great Content Debate
Content quality vs. content quantity. How much content is enough? How good does it need to be?
Every business struggles with this question. And the quality vs. quantity debate is something marketers have always struggled with. Reach vs. frequency. Sending enough leads to satisfy sales vs. sending them leads that convert to purchase. And content marketers in every industry are now facing the same dilemma: How much content is enough and how good does it need to be?
Today I will be moderating a panel discussion on content quality vs. content quantity at Content Marketing World. Joining me will be some of the leading minds in Content Marketing. They are Joe Chernov (@jchernov), VP of Marketing, Kinvey. Heather Meza (@HeatherMeza), Manager Digital Media Solutions, Cisco. Rob Murray, President, Skyword. And Marcus Sheridan (@The SalesLion), Founder, River Pools and Spas and The Sales Lion Blog.
These bright folks will drive the answer on how to balance between the need to create enough content to increase your share of customer conversations vs. the need to represent your unique point of view and differentiate yourself from the competition.
I was excited to lead this panel because I have a pretty strong view on this topic. I believe we absolutely need to stop creating bad content. Quality is clearly an important component. As Joe Pulizzi has been saying, “there was a time for more content but that time has passed.” And Doug Kessler and Velocity Partners have piled on with their great slideshare deck that implores us to “Stop Creating Crap.”
I think it’s easy to take the side of quality in the debate. Of course we have to create engaging, helpful and entertaining content. And it has to live up to the standards that your brand reputation requires. As content marketers, we have to produce content that reaches our target audience, that engages them and inspires them to action.
But we have to do all this at a scale that impacts the business. We cannot produce one great piece of content every month when the shelf life of content in today’s world is a few days at best and a few seconds at worse.
“Deadlines are the greatest source of inspiration.”
No I am not taking the easy way out. I am not going to cop out and say the answer is both quality and quantity. I truly believe we have to start by defining a quantity goal. We have to start with a dedicated and committed publishing schedule that will allow us to make a dent in the share of online customer conversations your prospects are having. Thinking like a publisher means you have to force deadlines on yourself.
So once we pick our publishing schedule, we then demand high standards of quality for each piece that we push out.
Volume has advantages as well. More content equals more insights into what works. More content equals more opportunities to drive social engagement. More content equals more opportunities to answer your customers’ top questions.
So do we need more content or better content? We need more, better content. But start with more.
For more of my Top Content Marketing Questions Answered, see: