One of the most efficient ways to boost your customer base is the content that you present on your website. For people to gravitate towards your content, it has to be presented in a manner that is aesthetically appealing. But while the appearance is important, the key cog is the quality of the content you present. When using your content to boost your web presence, there are three basic factors to consider:

  • How easy is it for users to find your content?
  • Does the content help the end user and how is it different from the ones that already exist?
  • How does the content contribute to your website’s rankings in search engines?

When people use search engines to ‘hunt’ for the content, they are either looking for basic information on specific topics or searching for more in-depth data around a particular niche. Whatever the case may be, all a searcher is looking for is high-quality, relevant and applicable content. In the past, the website owner would simply trick search engines by stuffing their content with keywords in order to get greater visibility. However, as algorithms evolved, search engines became capable of distinguishing the good content from the bad content – despite the overload of keywords.

Finding a balance between quality and quantity of content

While the quality versus quantity debate might seem like a no-brainer in the real world, it isn’t very straightforward in the world of content creation. In order to grow a website or a blog, you need to supply your visitors with engaging, quality content constantly. The challenge is making sure that you provide your audience not just with high-quality content, but also at a frequency that keeps them hooked. The rate at which you should produce content varies from website to website. Thus, when starting a blog, you should carry out a thorough research to find out how often do your competitors publish content, what’s the industry’s norm and how much time would people be prepared to spend reading your content. This should give you a solid foundation and help you structure your editorial calendar.

Never compromise on quality

There is a tremendous distinction between a ‘pretty’ website and a high-quality website. Every visitor that lands on your site comes with their own specific goals in mind. But what determines whether visitors stay or leave is the quality of your website’s content. The quality of the content will also determine whether visitors can be converted into paying customers.

The biggest mystery, however, seems to lie in the actual frequency at which blog posts are produced. The data available varies on a case-by-case basis, leaving us with no objective benchmark.

A report published by Hubspot reveals that websites that publish 16+ blog posts per month, on average, enjoy 3.5X traffic than websites that publish 0-4 pieces per month.

Here is a graph that illustrates a correlation between the frequency of posts and traffic:

Frequency & Monthly Traffic Correlation

The same report reveals that websites that publish over 16 articles per month receive 4.5X more leads than websites that publish 0 – 4 posts.

Correlation Between Frequency & Leads

On the other hand, a test carried out by Moz unveiled that producing more content had a very little impact on their website traffic.

Moz Traffic Correlation

Instead, Rand Fishkin, in one of his Whiteboard Friday’s emphasised the importance of publishing 10X content that drives the real, practical value.

Moreover, for those of you who are aware of Backlinko may be familiar with the fact that the site has only published around 35 blog posts, but still, they manage to drive hundreds of thousands of monthly visitors. The secret sauce is the quality, length and comprehensiveness of the content published.

Hence, the quality of the content should always be a top priority when it comes to deciding how often you should publish your blog posts, and here are the top-5 reasons:

1. High-quality content means more value for visitors

Whether you are in a large industry or your business belongs to one of the more remote niches, the competition for readers and viewers will always be fierce. The only way to engage and retain your readers is to provide them with compelling content. The best thing you can do is to discover what your visitors actually want and then arrange your editorial schedule accordingly.

The most effective content is the content that answers many of your readers’ questions and/or offers them the most reliable source of information.

Moreover, apart from focusing on quality, you should always be looking at the length of the content. According to a research conducted by Backlinko & SEMRush, the average word count of a 1st-page result is 1,890 words.

Content Length and Rankings

2. High-quality content means more leads and sales

For a blog to generate conversions, it must build a two-way relationship with the audience. This relationship should always be based on trust and reliability. The content you provide plays a vital role in presenting you as a thought leader in the industry, which enhances the relationship between you and your readers. Good content captures your target demographic and guides them to make purchases. Although prospects don’t necessarily convert the first time they visit your website, the quality of the content determines whether or not they fall into your sales funnel. Hence, when starting a website, it could be worthwhile to focus on building a conversion-focused site from day 1.

3. High-quality, lengthy content remains relevant much longer

If your content is exceptional, it will stand the test of time and remain relevant for many months. It is not uncommon for readers to keep referring to content that has been around for years. This type of content is often referred to as ‘ever-green’ content. Content that provides readers with useful advice and solutions has a longer shelf life than content that is purely based on the latest trends or fads. Once the trends go, articles begin to vanish.

Best ever-green content tends to be based on ultimate guides, tutorials and definitions.

4. Valuable content gets more shares

In this era of social media, you simply can’t afford to discount the importance of content sharing. Sharing has been one of the biggest factors that have contributed to the growth of the internet. The most useful content is one that is worth sharing. In most cases, people share articles that they find engaging, informative, funny, educational, insightful or controversial. Hence, content distribution plays a significant role in increasing the online visibility of your brand. This applies to both small businesses and large enterprises.

For example, according to Similar Web, Forbes’ social traffic accounts for almost 13.5% – the second highest traffic channel.

Forbes Social Traffic

Nevertheless, if you wish to benefit from social media, you need to create an environment where sharing a piece of content doesn’t take more than 10 seconds. To do this, make use of relevant social sharing buttons, pop-ups and incentives.

5. Quality content has an immense SEO value

For your content to generate the desired effect, people have to be able to find it – simple as that. Ensure to utilise basic on-page SEO, including keyword usage, meta descriptions and title tags. Make sure that your website’s structure is clean and easy-to-follow, alt tags are in place, and the load speed is adequate. In fact, according to Kissmetrics, around 40% of people will abandon your site if it takes more than 3 seconds to load – increasing with every additional second:

Website Speed

How great content contributes to link building

Great content makes it easier to build links naturally. Links play a major role in increasing your popularity while also contributing to the overall authority and credibility of the site. People are keen on linking to a quality piece of content (as long as it truly brings value).

Creating the right content

For your content to be effective, it has to serve your site’s specific needs. It needs to be well-articulated and informative. This means that you have to be clear on who your target group is and more importantly, what are they looking for.

To sum up, here are four main components of quality content:

  • The content has to be authentic and original
  • You have to be knowledgeable of the subject
  • It has to be presented in a visually-appealing, easy-to-follow way
  • Your content has to be better that of others

To Conclude

It’s pretty straightforward that quality content plays an integral role when it comes to making an impact online and driving traffic. While there is no set benchmark for the amount of content you need to publish to gain traction, you should always carry out an extensive research to be able to reach your own quality vs quantity balance.