{"id":69930,"date":"2021-11-30T13:30:00","date_gmt":"2021-11-30T18:30:00","guid":{"rendered":"https:\/\/marketinginsidergroup.com\/uncategorized\/content-quality-vs-content-quantity-the-great-content-debate\/"},"modified":"2023-09-14T04:53:37","modified_gmt":"2023-09-14T08:53:37","slug":"content-quality-vs-content-quantity-the-great-content-debate","status":"publish","type":"post","link":"https:\/\/marketinginsidergroup.com\/content-marketing\/content-quality-vs-content-quantity-the-great-content-debate\/","title":{"rendered":"Content Quality Vs. Content Quantity \u2013 The Great Content Debate"},"content":{"rendered":"<p><a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/quality-content\/\">Content quality<\/a> vs. content quantity. How much content is enough? How good does it need to be? I wrote a version of this post 7 years ago. Then, I was the closing keynote for a <a href=\"https:\/\/www.semrush.com\/webinars\/5-hours-of-content-marketing\/#ch-8\">content marketing event<\/a> recently where I realized the debate still rages. So here is an update!<\/p>\n<p>Every business struggles with the question of content quality vs. quantity. Marketers have always struggled with. I have seen the argument from ad execs and agencies who whether they should buy more reach or frequency (or even worse, media impressions.)<\/p>\n<p>I have dealt with this as both a sales person and as a demand gen marketer sending leads to sales. Do we send enough quantity of leads to satisfy sales or do we send them quality leads that convert to purchase?<\/p>\n<p>And content marketers in every industry are now facing the same dilemma: <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/much-content-marketing-team-actually-need\/\">How much<\/a> blog content should we create, <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-often-should-you-blog-blog-post-frequency-research\/\">how often<\/a> should we publish, <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-many-words-should-a-blog-post-be\/\">how long<\/a> should it be, how much should it <a href=\"https:\/\/marketinginsidergroup.com\/strategy\/how-much-should-a-blog-post-cost\/\">cost<\/a>, and <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/do-you-take-quality-content-for-granted\/\">how good<\/a> does it need to be?<\/p>\n<p>So let&#8217;s dive in and answer this question once and for all!<\/p>\n<p><strong><em>Quick Takeaways:<\/em><\/strong><\/p>\n<ul>\n<li><em>Studies show that quantity of content is a clear predictor of web traffic growth. The more you publish, the more traffic you will get. But the quality has to be there.<\/em><\/li>\n<li><em>There doesn&#8217;t need to be a trade-off between content quality and quantity. With a few tweaks to your content strategy, you can have the best of both worlds.<\/em><\/li>\n<li><em>Use your expertise as a thought leader and repurpose previous content to create fresh new perspectives on your industry.<\/em><\/li>\n<li><em>When it comes to content, quality vs quantity is not a dichotomy. You can have your cake and eat it too! You don&#8217;t have to choose between the two.<\/em><\/li>\n<\/ul>\n<h2>Can There Be a Balance?<\/h2>\n<blockquote><p><strong>First, what is content quantity?<\/strong> Content quantity is the measure of how much content you publish measured over a period of time. Content quantity is a factual number represented by a number over a measure of time. 2 articles per week or 1 article per day are examples. Other similar terms include content frequency, content cadence, or content consistency<\/p><\/blockquote>\n<p>So we need to straddle the line between creating 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.<\/p>\n<p>As my friend Doug Kessler from Velocity Partners has said, we need to \u201c<a href=\"https:\/\/www.slideshare.net\/dougkessler\/crap-the-content-marketing-deluge\" target=\"_blank\" rel=\"noopener noreferrer\">Stop Creating Crap<\/a>.\u201d But that doesn&#8217;t mean we need to create less.<\/p>\n<blockquote><p><strong>What is content quality?<\/strong> Content quality is a subjective measure of how good a piece of content is or how well the content answers the <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-build-your-content-marketing-plan-with-keyword-search-intent\/\">search intent<\/a> of the reader. Content quality look at factors like word count, years of experience , degrees or other accolades by the author, but these only assume that the content itself answers the question posed by the person reading the content. Only the individual reader can determine quality for him\/herself.<\/p><\/blockquote>\n<p>I think it\u2019s 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.<\/p>\n<p>As content marketers, we have to produce content that reaches our target audience, that engages them and inspires them to action.<\/p>\n<p>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\u2019s world is a few days at best and a few seconds at worse.<\/p>\n<p>So do we need more content or better content? <strong>We need more, better content.\u00a0<\/strong><\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-1144963 size-full\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/better-more-always.gif\"  alt=\"Better More Always\" width=\"500\" height=\"281\" \/><\/p>\n<p>Maybe my answer might surprise you when it comes to the debate about content quality vs. quantity. In fact, I haven\u2019t changed my mind much over the years since I first spoke about this topic at my 2nd Content Marketing World conference back in 2013.<\/p>\n<p>That\u2019s because I\u2019ve studied the data on content quantity and it shows a very real correlation to traffic and leads that you can measure. I tested this theory on <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/sap-case-study-7x-content-marketing-roi\/\">my first content marketing program<\/a> at SAP. So I know that Content Quantity matters. But don\u2019t just take my word for it.<\/p>\n<p>Marketing giant HubSpot\u2019s research agrees with my own studies, as do many others. There\u2019s a sweet spot when it comes to blog posting, as you can see from the graph below.<\/p>\n<p><img decoding=\"async\" class=\"size-full wp-image-651268 aligncenter\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/Screen-Shot-2019-03-30-at-10.21.48-AM-blog-post-frequency.png\" alt=\"More better content\" width=\"658\" height=\"366\" \/><\/p>\n<p>Companies that post <strong>2 to 4 times a week<\/strong> (eight to 16 posts per month) <strong>show a huge increase in inbound traffic<\/strong> \u2013 anywhere from 2 to almost 4 times as much.<\/p>\n<p>And the traffic is quality traffic. Hubspot showed that exact same increase in leads. So if you increase your website blog publishing from 2 blog posts a month to 2 posts per week you should expect 2-4 times the traffic. Our data shows this can take a year to achieve the results.<\/p>\n<p>So you can have the best of both worlds.<\/p>\n<h2>Committing to Content Quantity Leads To Content Quality<\/h2>\n<blockquote><p><span style=\"font-size: 1.17em;\"><img decoding=\"async\" class=\"aligncenter wp-image-1144964 size-large\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/twain-1024x662.png\"  alt=\"Twain 1024x662\" width=\"604\" height=\"390\" \/>&#8220;Deadlines are the greatest source of inspiration.&#8221; ~ Mark Twain<\/span><\/p><\/blockquote>\n<p>I truly believe Mark Twain that setting a publishing schedule helps us to create better content. So we have to <b>start by defining a quantity goal<\/b>. 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.<\/p>\n<p>So once we pick our publishing schedule, we then demand high standards of quality for each piece that we push out.<\/p>\n<p>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\u2019 top questions.<\/p>\n<h2>You Don\u2019t Have to Be a Writer to Pump Out Quality Content at Scale<\/h2>\n<p>You already live and breathe whatever industry you\u2019ve made your life\u2019s work. It doesn\u2019t take much more effort to put that passion into words.<\/p>\n<p>If you\u2019re not much for writing, you can put out superb content through video or audio posts. Or, you could always jot down your thoughts in rough form and let a <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/what-is-a-blog-writing-service-and-why-your-business-needs-one\/\">blog writing service<\/a> like ours polish it for you.<\/p>\n<p>Or you could just BE. LIKE. Gary Vee:<\/p>\n<p><iframe title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/4NUhDr5r59Q\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>You have expertise in your field. Sharing that expertise with people who need it is never \u201ccrap.\u201d You only need to frame that masterpiece in proper grammar, search engine-gulping keywords, and empathetic language that wins hearts as well as minds.<\/p>\n<p>Back to my friend Doug Kessler who brought this paradox to light in an <a href=\"https:\/\/www.ceralytics.com\/create-quality-content-consistently\/\">interview with Ceralytics<\/a>, speaking about the challenge of producing quality content \u2013 and doing it consistently. He said, \u201cIf you\u2019re not telling a differentiated story, you\u2019re not going to be able to deliver consistent results over time.\u201d<\/p>\n<p>What he meant by \u201cdifferentiated story\u201d was exactly the point I drive home to our clients. Setting yourself apart as a <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-create-effective-thought-leadership-content\/\">thought leader<\/a> in your niche and creating content around your expertise is the key to content marketing success.<\/p>\n<p>When you use your expertise as a springboard for content ideas, you do two things.<\/p>\n<ul>\n<li>You limit your content to specific areas, helping you rank better in searches for the products and services you offer.<\/li>\n<li>You simplify the content creation process by producing content on topics that you are comfortable with.<\/li>\n<\/ul>\n<p>Not only will the content you produce rank higher, but you can also produce more of it, easily taking your content production level up to that sweet spot of two to four posts per week. That\u2019s not just for people who find it easy to write.<\/p>\n<p>We\u2019ve worked with subject matter experts \u2013 leaders in their fields \u2013 who were either non-native English speakers or found it difficult to put pen to paper. We\u2019ve discovered that there are always alternative ways to help these industry leaders to get the message out.<\/p>\n<p>If you find it difficult to put your thoughts into writing, try recording a video or audio version of your thoughts. Our blog writing service even turns transcripts of executive ideas into top-quality articles.<\/p>\n<h2>Repurpose Older Content to Increase Posting Frequency<\/h2>\n<p>In addition to focusing on your expertise to come up with blog post ideas, we recommend that companies <a href=\"https:\/\/cognitiveseo.com\/blog\/11813\/ways-of-repurposing-content\/\">repurpose their older content<\/a> to broaden their reach. The number of ways you can reuse previous content is limited only by your imagination. With this kind of <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/develop-content-marketing-strategy-not-plan\/\">content marketing strategy<\/a>, you&#8217;ll soon bump up your production to a whole new level.<\/p>\n<p><strong>Change the channel:<\/strong> Not everyone likes to read. That includes your target customers. Turn your blog posts into videos, your videos into podcast episodes. Create infographics from those statistics you\u2019ve so meticulously researched for your last blog post. Find your best-performing content and distribute it in a variety of forms to reach those with a different learning style.<\/p>\n<p><strong>Switch perspectives:<\/strong> There are so many angles to every topic within your niche that a single blog post, video, or podcast can\u2019t cover. Take this topic, for example. We\u2019ve covered the \u201cwhy\u201d \u2013 but not so much the \u201chow\u201d one can find the time to produce that much content in a week\u2019s time. A future post could cover time-saving writing techniques and tools that can help you and your team produce more quality content in less time.<\/p>\n<p><strong>Use readers\u2019 comments and questions on previous posts as a springboard:<\/strong> Since the whole point of content marketing is to answer your target customers\u2019 questions and solve their problems, why not use some of their comments on your posts as ideas for future posts? You\u2019ll be addressing their concerns \u2013 and when you do, they\u2019ll be more likely to move further along their customer journey. Also, keep track of your followers\u2019 comments on your social media posts for even more ideas. In fact, if you have quite a few people with the same concern, it might be worth your time to hold a webinar on the topic.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-651602\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/repurpose-content.jpg\" alt=\"repurpose content\" width=\"623\" height=\"600\" \/><\/p>\n<p>Once you prime the content pump, I can just about guarantee you that you can get to at least two blog posts per week. It\u2019s your passion \u2013 your life\u2019s work. You\u2019ve got this.<\/p>\n<p>Then, as you become more comfortable sharing your expertise, you\u2019ll find yourself publishing even more often. Before you know it, you\u2019ll be publishing four posts a week and getting the kind of web traffic that boosts your ROI to unbelievable heights.<\/p>\n<p><em>If you are ready to get more traffic to your site with quality content published consistently\u00a0\u2013 and often\u00a0\u2013 check out our Content Builder Service. Set up a quick consultation, and I&#8217;ll send you a free PDF version of my books. <a href=\"https:\/\/marketinginsidergroup.com\/content-builder-services\/\">Get started today<\/a> \u2013 and generate<\/em><\/p>\n<p>Let me know what you think in the comments below.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Content quality vs. content quantity. How much content is enough? How good does it need to be? I wrote a version of this post 7 years ago. Then, I was the closing keynote for a content marketing event recently where I realized the debate still rages. So here is an update! Every business struggles with [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":69936,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","footnotes":""},"categories":[15],"tags":[],"class_list":["post-69930","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Content Quality vs. Content Quantity \u2013 The Great Content Debate<\/title>\n<meta name=\"description\" content=\"Quality and Quantity are not mutually exclusive in Content Marketing. You can have your cake and eat it too. 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