Many companies struggle to find the right balance between quality and quantity in today’s world of online content marketing. There’s a general understanding that social media followers must have a continuous stream of new content to grow brand awareness. But if quantity is a must, how does a business determine if it’s meeting quality standards?

Comparing Quality

Writing a high volume of content while maintaining quality requires a bit of research. Start with your competitor’s sites. If your material’s quality exceeds your rival’s, you’re meeting acceptable standards. Next, do some snooping on your target audience. What other sites do they frequent? Who else are they following on social media? Ideally, you’ll find some areas to lower quality standards and still satisfy the target audience. This is one way to increase volume without affecting time spent on content creation.

Meeting Demand

At some point, most enterprises will reach a point where they can’t increase volume without negatively impacting quality. When this happens, they must decide how to meet their audience’s demands—whether it’s by hiring an agency, additional part-time or full-time staff, or outsourcing content. Deciding which solution is best will depend on how much additional material must be created and how frequently.

If your demand is fairly consistent throughout the year, hiring additional staff writers or signing a contract with an agency may be the best route. If demand fluctuates based on high and low seasons within your field, though, hire freelancers or outsource on a project-by-project basis.

Focus on Quality

Readers certainly know quality is more important than quantity. Thus, research how many exceptional posts are necessary to maintain or grow your audience to the desired level. Many people would rather read one amazing post than several average ones. Finding the best number of uploads per week is worth some experimentation.

Location and Time

Write appropriate material for the social media channel it’s shared on to ensure the content fits the reader’s purposes. This equates to quality. All content isn’t equally ideal for all social media, so avoid inappropriate platforms to save time and keep people engaged.

Another strategy is to alter the posting schedule for different days or specific times when your followers peruse social media channels. For example, a post may be shared on Facebook over the weekend and held until Monday morning for LinkedIn. This is effective because Facebook is widely accessed throughout the entire week, whereas LinkedIn is most popular with professionals when they’re at work.

Origin of Content

If there were no time or budget limits related to content writing, companies would create catalogs of every type available. But this would be no guarantee of success; the best content is original, so businesses should devote at least one third of their content to 100% unique material. Licensed items that still meets quality standards (but are more cost-effective) can make up another third.

The community should contribute the last third of a company’s content. This avenue is often overlooked, but blogs or videos created by fans are original, usually very emotionally charged, and typically free—a prize or hosted event will have a noticeable return on investment. For example, the event can generate additional publicity to offset costs. Bear in mind that the one-third rule is a generalization, and each enterprise should tweak this formula to best match its brand and target audience.

Paid searches are typically considered less desirable than organic searches. This is true in most situations, but that doesn’t mean businesses should avoid them completely. The key is to start with quality content. Operations that put time and effort into developing unique material geared toward a target audience usually see incredible results.

Choose a platform where your brand already has a following and a good reputation, and use shrewd SEO practices. Paid advertising is a way to expand your core users faster than organic searches. Companies that utilize inbound links and request comments and shares see the biggest gains in paid searches.