Content Quality vs. Quantity: The Timeless Debate

I loathe reusing a phrase that certainly jumped the shark long ago, but content IS king.

In the “old” days (meaning 5 years ago), digital marketing meant posting and writing about your company, service or product. The times have changed considerably and those “old” ways of doing business are becoming obsolete, the catch phrase de jour is now “Content Marketing”

So what is this nebulously named strategy?

Content Marketing is defined as “any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers.” – Wikipedia. What this means in layman’s terms is that the new strategy of marketing is to provide useful information to your target audience, rather than a straight sales pitch. The reason for this is that the sales cycle is much longer these days, and generating and distributing valuable content positions you as a thought-leader in the field, so when a potential customer or client gets to the point where a purchasing decision needs to be made, your company will be foremost in their mind.

Now that we have established the reasons that content marketing is the new standard, it is prudent to highlight how to go about it. Namely, the age-old argument: Quality vs. Quantity.

The short answer is that quality trumps quantity in every sense.

Here are a few reasons:

1. Value

   As I said earlier, the crux of content marketing is to provide valuable content to a potential customer. If you are just writing nonsense for its own sake, not only will you not interest them, you will make it seem that you know nothing about your industry

2. SEO

   While SEO can be an amorphous practice, it is well known that regularly adding original content to your site will help boost your pages search results. Writing lower quality, unoriginal and/or keyword-laden content will have a negative effect on your SEO

3. Reputation

   Reputation goes a long way towards sales. If you have the reputation of churning out BS content that provides no value, you will be known as such. No one will return to your site after realizing that your content is not relevant and not well written

4. Engagement

   Content marketing, while considered an outbound strategy, is also a two-way street. Writing content, particularly on blogs, will spur conversation in the comments section of your page. Engagement will lead to increased likelihood of conversion. If you write content that is unengaging, you won’t get any… engagement

5. Conversions

   As stated in the above quoted definition of Content Marketing, the goal of it all is to acquire customers. To that end, if your strategy of content creation and distribution is one of bombarding the Internet with useless crapola, chances are no one will sign up or by your product or service

If you had any shadow of a doubt, these 5 points prove that quality in fact trumps quantity in every way.

  This article originally appeared on Oktopost and has been republished with permission.
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Author: Connor Brooke

Connor is a Scottish financial expert, specialising in wealth management and equity investing. Based in Glasgow, Connor writes full-time for a wide selection of financial websites, whilst also providing startup consulting to small businesses. Holding a Bachelor’s degree in Finance, and a Master’s degree in Investment Fund Management, Connor has

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