Quality Vs Quantity – What’s Most Effective for Content Marketing?

As marketers, content is the heart of what we do. Content is key to communicating with our customers, clients, prospects and audiences in whatever form or medium that we choose. 

When done right, your content marketing strategy will build a stronger relationship with your audience, capture their attention, increase engagement, and improve brand recall. However, like every other marketing channel, there are a number of different ways to do content marketing and depending on which industry expert you look to, you may get different advice.

One of the main things digital marketers struggle with is knowing how much content to create.  Trying to churn out enough content to keep your blog updated and your social media channels relevant as well as for all the other campaigns you’re running can seem overwhelming. Sometimes the quality of content may slip in favour of ensuring we meet the quantity we need.  But what is more important for your content marketing strategy? Posting regularly? Or posting valuable content? This article looks at the benefits of both.

The Argument for Quantity Content 

A study by McKinsey & Company revealed consistency to be the key to making customers happy across their entire journey with your business. 

Consistent Content Establishes Authority

As more and more companies today understand the value of content marketing, competition in the space is increasing and it’s becoming more difficult to be noticed. Consistency is one of the ways to set your business apart from the competition as regularity of content directly influences your business’ credibility. The more consistent your content, the more legitimate your business seems. Consistent content also helps brands establish themselves as industry thought leaders.

Consistent Content Builds Brand Awareness

In the last decade, the way that people consume information has completely changed. One-way communication is no longer as successful and brands are having to adapt to a more individual communications approach with their audience. This is often done on social media platforms like Facebook, Twitter, YouTube, and Instagram, where businesses are creating a range of content to share. Blogs, videos, webinars and white papers are all excellent for adding value to social media audiences, who are then likely to share across their network to expand the content’s reach and build brand awareness.

Consistency Improves SEO

Frequency in content is one of the most important factors that affects search rankings.  In fact, content optimisation has been proven to increase SEO visibility by up to 70%. All of the major search engines rely on bots or web crawlers to identify and index any content to include in the search results. As these bots and web crawlers index more content from the same site, its ranking will improve to move the website’s position up in the SERPs.

The Argument for Quality Content

According to Skyword research, the best content marketers focus more on engagement and conversions than generating traffic. 

Quality Content Creates Value

With the vast amount of content that is shared online, getting customers to engage with yours can be difficult. Readers are more likely to notice, read and share your content if it provides value to them. The key to this is to work out what your customers want and ensure you’re delivering. It should answer the common questions that your audience have and provide them with information that they find useful. 

Quality Content Generates Sales

77% of consumers read content online before they make a purchase. They must trust your business before they buy and trust can be built through using your content to establish your business as a thought leader. This can be done through publishing product-specific content such as FAQs, product reviews, and instructional videos that reassure potential customers, overcome their objections and encourage them to buy. In addition, most prospects won’t convert the first time they visit your site. Providing them with valuable content can be a reason for them to return.

Quality Content Benefits SEO

Google’s Panda and Penguin updates emphasised the importance of quality content that focuses on the user, not keywords. Quality content is a deciding factor for ranking well on Google. The search engine’s quality guidelines clearly state what they look for in a quality website. They say that pages should be primarily made for users, not for search engines and tricks intended to improve search engine rankings should be avoided.  Google says that webmasters should think about what makes their website unique, valuable, or engaging in order to stand out from others in the field.

In conclusion, effective content marketing is about posting quality content, regularly.  Neither option is mutually exclusive from the other and while it’s important that you post regularly, it’s also important that what you are posting is relevant and engaging for your audience. If you need assistance with your content marketing or overall digital marketing or SEO strategy,  Talk to the experts at Digital Squad, your digital marketing agency Auckland. We provide local SEO Auckland, and content marketing Auckland. If you’re looking for a comprehensive strategy that takes care of all your digital channels, including social media marketing NZ, Google shopping ads, Bing ads and Google display network ads, we are here to help you out. Contact us and find out how you can improve your conversions!