When it comes to what differentiates a successful content marketing strategy versus an unsuccessful strategy, it often comes down to the quality or the quality of the content. While both quantity and quality have proven themselves effective, the rivalry has ultimately met its end. This is because the best results occur when they are merged together, joyfully cooperating to propel a company’s name into the minds of the masses.
Why Quantity Alone is Outdated and Quality Matters
When internet marketing was in its infancy, it was often about keyword-driven Search Engine Optimization (or SEO). This led webpages to focus on keywords with the idea that search engines would return those websites when those keywords were entered.
Of course, this resulted in companies to frequently post content that mirrored something like this: “Our Hawaiian travel site offers Hawaiian travel for those looking for Hawaiian travel.” In other words, the focus was purely on quantity and cared nothing for quality; it was deemed “black hat” in the marketing world.
SEO is typically broken down into white hat and black hat, with the latter being something Google (and other search engines) see as “gaming the system.” So, Google began fighting back, hoping that the black hat concept would be hung up for good.
To do this, Google implemented the “Penguin Release,” an algorithm that decreases the search engine rank for companies that try to fake their way towards good rankings. Google also decided to give better rankings to companies that provide content well received by social media (through shares, likes, tweets, etc). In other words, Google placed an emphasis on quality.
How Quality Increases Your Business
Websites that are filled with quality content are ranked higher by search engines, ultimately making people more likely to see them — but, the benefits don’t stop there.
Quality content is particularly effective for small companies; it gives them a chance to get on a potential customer’s radar, and it does this without requiring companies to dish out 100,000 dollars for full-page ads in Marie Claire or Men’s Fitness. Quality content also allows people to see a company’s ideas and ways of thinking (both things that can serve as strong selling points).
However, in order to do this, the content doesn’t only need to be well written, it also needs to be topically-relevant; for example, a website advertising the vegan lifestyle shouldn’t contain an article on how to prepare the best T-bone steak.
It should also be highly appealing; some websites can get away with simple content: articles, blurbs, and how-to instructions. Yet, others need a little more spice. If that’s the case, adding visual aspects to a website is a smart move. 82 percent of people who took part in a Trapit survey stated that content is more likely to be consumed if it is visual.
Finally, the content must be unique. Unique content stands out, gets noticed, and is much more likely to go viral. Of course, this isn’t to say that websites need to be filled with original short stories or creative Haikus, but they should contain different angles: if everyone is writing about the logistics of war, consider doing an article on what soldiers eat.
But Don’t Forget Quantity
Though not sustainable by itself, there is still a place for quantity in content marketing. In fact, quantity is key. Companies should share at least 10 pieces of content a day just to stay relevant. This need derives from the fact that the internet inundates people with information and websites need to produce content just to keep up.
Companies with sites full of content that is outdated, over-reported, or no longer relevant simply find themselves disappearing. Thus, quantity isn’t only about getting business, it’s also about survival.
The Best of Both Worlds
If there was a marketing utopia, website content would be high quality but also contain new and relevant information; to put it simply, quality merged with quantity makes the most effective weapon. Thus, produce content often, but make sure that content benefits its readers and offers something special.