The age old question: which is more important quality or quantity? When it comes to marketing, the answer to that question is – a balance of both. So now the question becomes: how do you find the middle ground between quality and quantity?
The answer to that is that it will really all depend on the resources you have in place to support your marketing efforts. While that doesn’t give you a definitive answer, we can give you some guidance on how to get it right.
Looking at the extremes, your digital media strategy should include more than one post a month if you want to gain any kind of traction, but your small business might not have the ability to support well-written and interesting daily blog and social media posts.
Why quantity is important
You want more traffic to your website and interaction with your social media posts, so the more chances you have for your content to be seen, the better.
Every piece of content you produce for your website is another to chance to appear on the search engine results page, increasing your organic traffic. The more you appear in your followers’ feeds, the more opportunities you create for interaction, building a relationship with your customers.
The more content you have, the more you can do with it. Investing in evergreen content and content that can take on other forms is crucial for a small budget.
You can turn one commissioned piece into several – longer marketing materials can be repurposed into bite size pieces. And you’ll have more content for consistent social media posts, allowing you to promote and amplify your content.
The quantity of your posts is important because, besides increasing organic search and contributing to lead generation, you’ll have several “touch points” with your audience which will make them aware and consider your company when they have a need you can fulfill.
Why quality content is important
As we mentioned, a solo blog post and minimal social media activity won’t do you any favours, but at the same time, an overload of poor quality content won’t help you either.
High quality might be original content that adds value to your customers that has good, relevant keywords or tags.
You need to ensure your content is high quality because you want to provide your potential and current customers with helpful information presented in a professional manner. It also has the benefit of influencing Google’s search algorithm positively, making your site rankings go up.
Striking the right balance
The need to produce quality content at a consistent rate should be taken into consideration when planning your marketing budget so you ensure you have enough resources to keep up.
Your budget and available time will dictate your exact content plan:
- How many blog posts can you create and publish each month?
- How much can you post on social media?
- Which social media channels do you focus on?
- What topics do you cover?
- Can you create other content, such as videos?
Be sure to track how your content is performing, both on your website and on social media. This will inform future budget and content needs which will enable you to properly balance your desire for both quality and quantity.
Lots of ideas but not sure where to start?
If you’re having trouble striking the right balance between quality and quantity, Marketing Square can help.
We provide packages that provide a good volume of high quality posts and can advise on strategy and track performance that will find the right mix for your business. Get in touch to get started.