Over the last decade, content marketing has become a focal point of most marketing campaigns and a key ingredient of online success. But when you create content, whether it be in video, podcast or blog form, should you be prioritising quality or quantity? In this blog, we discuss the pros and cons of both strategies to give you a better picture of how and why you should be producing content.

Before we get into the finer details of this debate though, we first need to establish what content marketing is and how your business can benefit from it. So, what is content marketing?

According to the Content Marketing Institute, it is essentially a strategic approach to producing and distributing content that is valuable, engaging and relevant to the consumer. In simpler terms, content marketing is about creating unique and entertaining content that is going to generate a reaction from your audience.

It all sounds pretty straightforward, doesn’t it? But in today’s competitive digital climate, it’s quite the opposite. Take ads for example. Research has found that the average person views around 5000 advertisements every day, and only 12 of those 5000 engage the consumer.

With that in mind, it makes sense for all businesses to prioritise quality over quantity when producing content. However, many fail to do this, and it can have adverse effects on a brand’s success, especially when you consider the fact that content marketing gets three times more leads than paid search advertising (Content Marketing Institute, 2017).

To help you build a successful content marketing strategy, we have decided to weigh up the advantages and disadvantages of quality-focused and quantity-focused content marketing.

Quality is King

In the words of the creator of Nike, Phil Knight, “In the end, it’s only quality that counts”. From web pages to social media posts, when it comes to digital marketing, quality beats quantity every time. Although it is generally more time-consuming and difficult to create, following a content marketing strategy that is built around quality will allow you to build stronger and more personable relationships with your consumers.

In a time where consumers are getting bombarded with content, it is important to take more time to generate less content. By this, we mean that instead of quickly throwing together 100 pieces of content each week, you should spend more time on creating 10 meaningful pieces of content that are going to resonate with your consumer.

Creating aesthetically pleasing visuals, delivering value in the form of advice and interacting with consumers on a personal level are all technical things you should consider when establishing a high-quality content plan. However, you should also invest a lot of time and attention into identifying and understanding your target audience, as this will enable you to make content that is relevant and relatable.

Be Consistent, But Not Annoying

Consistency is a key part of any content marketing strategy and it is important to ensure that you are posting regularly, whether it be on social media or your website. However, there is a fine line between consistency and ‘content bombing’. Where the first will allow you to build trust and loyalty with your consumers, the latter will annoy them. Therefore, you should be mindful not to post too much and put more focus on producing quality content.

While producing content on a mass scale will allow you to increase your reach and exposure, it will also lead you to create random, sales-driven content that receives low levels of engagement from your audience. Plus, it’s important to remember that there is much more to marketing than views, follows and likes.

Additionally, the majority of marketers agree that it is much better to have a small audience that is heavily engaged with your content, than a large audience who aren’t engaged, as this will result in higher conversion and ROI.

Get in Touch with a Content Marketing Agency

If you’re struggling to establish a successful content marketing strategy for your business, you should seek help from a professional content marketing agency.

Based in Birmingham, SEO it Right are a digital marketing agency who have extensive experience of providing high-quality content marketing solutions to SMEs all over the UK.

For more information about our services, please get in touch with our team of experts, who will be happy to answer any queries you have.