Content: Quality Over Quantity

Ever since marketers were hired to help with the online presence of brands, content has been a hot topic. The creation of content that works has never been as challenging and competitive as it is right now. If brands aren’t on top of their game in this area, the consequences are pretty immediate. However, content still has it’s issues. One of those issues is the question of whether or not less is more. Or, in other words, is it better to create fewer items of content that are of a high quality, or a number of items that are just ok?

Sounds a little weird if you’ve been doing what you do for years. Your particular formula is probably working out just fine for you. But the question does need answering. Content will always be important, but the low barrier to entry for content does mean that everyone is doing it. So knowing how important quality is could well be an advantage to your brand.

Is content still important?

Content is probably more important now than it ever was. It differentiates massively, so that a consumer who sees low quality content will most likely bypass that for higher quality stuff, even if that high quality content is behind a paywall.

Content has saturated the Internet over the last few years. There is so much of it that it’s hard for consumers to wade through the noise to find stuff that is relevant to them, and professionally created.

What is good content?

That’s a good question. Content has to be  a number of things before we can call it ‘good’ content. However, the overriding ‘thing’ it must be useful. If a piece of content isn’t of some use to the reader there is no point in reading it, or listening to it, or whatever you do for content. Customers are searching for meaning and connection. If you can’t give them this they will simply go elsewhere.

So is less…more?

Yes it is. And then it isn’t, at the same time. If your brand is capable of producing stunning content on a daily basis, then go for it. Otherwise, plan out your content schedule and make sure you can serve it with the same level of quality every time. If you can’t, it won’t last for long.

Essentially, your aim should be quality content every time you produce content. Whether this means three pieces a week or thirteen pieces a week, only you will know what kind of frequency will work.

So we suggest treading some kind of middle ground, with content frequency that is right for your resources, and right for your audience.

Some ways to make sure this happens:

Always create content that connects. This is a kind of litmus test for quality content. If you are able to create content that is suited to the requirements of your audience, you are already winning. If it’s not aligned to the image you have of your audience (which has been cultivated via extensive audience research) then don’t create it. At the same time, all content should be a part of a conversation. Talk to your audience, treat them well. Ask them questions. If they think you’re talking to them and not at them, they’ll engage.

Don’t throw in a ton of content every week. If you can, then you need to tell us all how to. Content can be a nightmare if there is too much of it. And by tossing content in like you don’t care, you’re just going to become annoying as a brand. It also looks mighty desperate too. Instead of being the annoying person at the party, send out content on a regular basis, or even when it feels right. You’ll find that your audience will respect you more if you’re creating stuff that is meaningful, every now and then.

Be consistent. You have to have a content calendar that gives you a clear view of what you’re aiming for every week. A good content calendar allows you to plan out certain content elements for certain audiences, ahead of time. And your audience can tell when you’ve planned out content. The calendar will also allow you to be consistent. And even if this means content twice a week, you’ll know it’s quality content.

And timing?

There is a bit of an issue with timing. Generally speaking, you should know when your audience is awake and aware and wants to see content. Using a service like Locowise can help in this area. Our predictive metrics service can give you a clear path on when your audience is around and most likely to consume content. There’s no need to play a guessing game any more.

And that predictive aspect also means that you can save yourself a lot of time and trouble by knowing exactly when to post.

Content is still king. If you produce value and you maintain consistency, you can even get away with a couple of pieces a week. And yes, if you’re not getting anywhere near your KPIs with thirty pieces a week, stop it.

Respect your audience, and give them what they want, and when they want it.

If you’d like to have your marketing informed by the very best metrics around, then we may have something for you. Try Locowise for a week. We know you’ll love it.