The ‘quality vs. quantity‘ debate is definitely one of the most commonly noticed, in today’s Content Marketing world.
For years this constant struggle faced by each Content marketer to decide between more quantity of content and the quality of content, has been a prominent fact.
But if a marketer, who constantly monitors the performance and the conversion rate, clearly knows it’s one versus the other. It is all about balancing between quality & quantity.
And while the ‘quality vs. quantity’ eternal war is destined to go on for years to come, both metrics and common sense tell us that high-quality content is most probably (you can never be 100% certain of anything content marketing-related) the safest bet.
The 2017 B2B content marketing report shows many marketers know this. Of the respondents, 70% said they plan to produce more original content this year over last.
We often see the internet as a collection of moments as news, social media posts and, why not, content is published, consumed (to a greater or lesser extent) and discarded at a rate that is unprecedented in the history of human culture.
There is a reason clickbait used to work. It inspired instantaneous decisions, operating on a very cynical presumption that no content gets truly carefully and comprehensively consumed anyway, so why not just chase the one-off, almost automatical clicks?
This same cynical view is often behind the decisions of marketers, individuals and companies that value quantity over quality. They think that all content is doomed to being forgotten and discarded the same moment it first came to life.
It is not.
Quality content will last. Quality content will be consumed, shared, referred to and commented on months and years later. It does not matter when it was created; high-quality content will remain relevant, sometimes half a century later.
No Time for Quantity
Why do so many companies face these challenges? The answers may not surprise you because you probably experience them yourself.
- Your company may not see the content marketing success it wanted because
- Your in-house team is already stretched thin with a heavy workload
- You’re working on a tight budget and can’t afford to add more staff
- Or your team’s missing skills in-house, such as an infographic designer, or a content strategist
Today, more companies are overcoming these obstacles with a simple solution: freelancers.
Getting the right help is easier than ever with freelance marketplaces like Contentmart. From a single source, companies get professional writers, editors and more to keep producing quality content within budget.
You can find that talent you need within few hours. So you can turn last-minute projects around and seize unexpected opportunities.
There’s another bonus from working directly with freelancers. You save an average of 50 percent over traditional agencies. For all its benefits, it’s no surprise this hybrid team model is fast becoming the new way to getting more projects done.
Increasing Role of Curation
We can all agree that ridiculous amounts of content are being published every day. Just in March 2017, for example, there were more than 87 million WP posts published. That is almost 3 million a day. And that is just WordPress.
Even if you somehow manage to narrow down your search to only half of the decently written content in your particular niche, you are still left with thousands of pieces of content to go through every month.
An impossible task.
This is precisely why we cannot ignore the increasing role content curators (both real live people and machine ones) have started to play, and will play in 2017 and beyond. These individuals and pieces of software will, almost certainly, become an everyday part of the web reading experience. The sheer numbers make them a necessity.
Guess what kind of content will attract their attention and tell their readers what to check out?
You guessed it correctly – high-quality content.
Exclusively high-quality content.
When you start blogging or writing for your business, the chances are quite high that making mistakes becomes an inevitable fact.
This results in company blogs being packed with content that is outdated in a matter of weeks and which, if we are being totally honest, harms the companies’ reputations.
This kind of low-quality content also harms the reputation of the content marketing professional responsible for it.
This may not happen the first few months or even years. This may not happen all the time. But there will come a time when someone will check up on your past content practices and find out that you were a sucker for trends who never bothered to do any kind of serious research for your content.
There is no need to tell you what the outcome will be.
And this is something that is more and more pronounced with each year that passes. Content consumers this year are much more educated and savvy than those from 2013. Content consumers in 2020 will be even more discerning.
You need to be a step ahead and not behind.
With tons of content getting published every another second, web world is full of low-quality content and which brings up the importance of having high-quality content.
Though the debate might not seek a conclusive dialogue, but surely the ratio of quality overpowers the quantity aspect. So wisely decide on your business’s need and invest wisely on quality vs quantity of content.