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November 8, 2023 15 mins

Content creation: a tug-of-war between quality and quantity. Where should you be investing your time and efforts?

In our final installment of this three-part series, we're diving deeper into the cause for quality and dissecting why leading brands pour resources into crafting research-driven, high-value content. This includes swaying user trust, boosting engagement, and bolstering your brand reputation.

I'm Sonja Crystal Williams, your guide through this maze of content strategy. Tune in as I unpack how regular delivery of top-notch, well-researched content can elevate your brand to an authority in your field, magnetizing a loyal following. We'll also scrutinize the role your content creation strategy plays in your budget planning and team requirements. Join me as we wrap up this series with a fresh perspective on the quantity versus quality debate. It's time to discover if your brand needs a fine balance of both!

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Episode Transcript

Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Sonja Crystal Williams (00:12):
Hi everyone, I'm Sonja Crystal
Williams and welcome to thisepisode of 10 Minute Marketing,
so check this out.
We are in part three of ourthree part series around content
creation, quality versusquantity, and if you've been
following along to the otherparts in our series, in part one

(00:34):
we really kind of talked aboutthis age old or timeless debate
of whether brands should focusmore as they're building content
or even planning content as weare rounding out the year.
Should you be focused oncreating more content next year,
like lots and lots of it, soyou're more visible, more seen?
It could be a good thing, right?

(00:56):
Or should you focus on qualitymaybe not as much, but investing
more time into crafting highquality content that your
audience will really value andthat can really help you when it
comes to other areas of yourwebsite, your social media
channel and so on.

(01:16):
So I haven't shared my opinionyet.
I haven't said whether I thinkthere's a right or wrong answer,
so I'll tell you the truth.
We're going to talk about thatmore later in this episode what
I think, but I want to spend alittle time first making the
argument for quality.
In part two of this episode, wetalked about quantity and some
of the reasons why focusing yourstrategy on producing lots of

(01:41):
content high quantity might beimportant.
Now I'm going to make theargument for quality.
Why does that make sense?
And if you were listening topart one or if you're just
tuning in here in part three,here's what I want you to think
about.
Okay, and this is theassignment I gave everyone else
that listened to part one andpart two Get a piece of paper or
type up a spreadsheet, gothrough your social media

(02:04):
accounts, your website, yourblog post and, by each account,
do a ranking on a scale from oneto ten one being low quality,
ten being high quality and rankwhere you feel like today your
content quality falls.
Give yourself a self assessment, okay, and look at that per

(02:24):
traffic channel Instagram,tiktok, linkedin, pinterest,
website and so on.
And when we think about content, we're thinking about the way
you write posts, the way youwrite captions, the way you
write blog articles, the way yougenerate imagery or graphics,
infographics, video content.

(02:45):
You know it could be any ofthose things podcasts, content
but give yourself an assessmentis what I'm doing high quality,
okay.
Now, as you're in this planningphase and thinking ahead about
what you want to do for nextyear, then let me give you some
reasons to consider why youshould be very, very focused on

(03:07):
high quality content that youare posting.
Okay, so first of all, I want togo back to a study that I
referenced in part two of thisseries, because I told you part
of the study, okay, and it wasthis study from Simrush on
content marketing statistics.

(03:27):
They did the state of contentmarketing global report in 2023
and released it and one of theresults on the report, they
surveyed content marketersglobally.
They asked them some reallyspecific questions and one of
the questions in particular,they asked them which tactics
help the most to boost yourranking.
Specifically, this is aroundlike website ranking okay, and

(03:49):
referring to the content they'recreating for blog posts, and
the number one result or answerwas creating more content and
posting more often 55% responded.
Right, that would make theargument I need to be focused on
content quantity, but rightbelow that, the next two things
that ranked high were improvingthe quality of our content,

(04:13):
making it more valuable 53%surveyed and then, right below
that, creating more researchdriven content 37%.
Okay, so what does that tell aperson?
What does that tell you?
Tell you what it tells me.
It tells me that top brands arepaying attention and shifting

(04:36):
their attention to making surethat they are producing high
quality content, that they'retaking time to do research
before they produce it so thatit's more valuable to their
audience.
And if the top brands aroundthe globe are doing this, this
sets a trend.
This sets an expectation forwhat consumers, or your audience

(05:00):
, might hope to see in yourcontent.
So it's one of those thingswhere you might need to think
about getting on that bus, okay.
So that's number one things youneed to think about when it
comes to your content quality.
Okay.
Other things also that you needto really consider is the fact

(05:21):
that the higher your quality isof the content you're producing,
we talked about value, andvalue is great.
Yes, it's going to produce morevalue for you, but what it also
does is it helps tremendouslywith trust, the trust factor,
the fact that your audience cango to your content at any given

(05:45):
moment.
Even think about it like thiseven if they're on your email
list right, trying to getsubscribers to join an email
list is hard.
Getting them to read can beharder, but if you're constantly
delivering high qualityinformation, that is really
going to impact your audience,along with probably some really
good subject lines to get themto open it, they're more likely

(06:08):
to stay on your list for longer,right, they're more likely to
engage with your offers, becausethat's the bottom line.
Right, we're trying to get morewebsite visits, which leads to
signups, purchases, you knowthings like that, requests for
demos, depending on what kind ofproduct you have but that
really starts to matter.
So user trust is huge in thisequation and you have the

(06:33):
ability to influence that by thetype of content that you're
putting in front of people.
The other thing is, as that usertrust does increase, so does
your engagement rates.
Your engagement rates start togo up on particularly content

(06:54):
that you might be sharing acrosssocial media channels.
Right, if you're creatingsomething that's high quality,
whether that's a video where youinvest at time in researching
and creating a really goodscript, you've got great
graphics or great produced videocontent to back you up then
wouldn't that make your contentmore shareable?

(07:14):
Right, might make it moreshareable, might make it more
like worthy, might get people towant to comment more.
So user trust may translateinto increased engagement rates,
or vice versa.
Okay, the more people see yourbrand and their feed because

(07:35):
your audience is liking it andsharing it, the more there's a
trust factor associated, becausethere's that common person in
between sharing your stuff thatpeople already know.
It's kind of like word of mouth, right, but it's digital.
Those are a couple of thingsthat really make a huge
difference.
It also impacts your brandreputation.
Okay, so you get known as thisbrand that's really producing

(07:59):
good and high quality content,not the brand that's just
pushing stuff out there for thesake of having information in
front of people and producingcontent with a lot of fluff.
Instead, you again get thisdistinction right and then that
distinction begins to positionyou, the people who work for

(08:21):
your brand, the brand itself, asan authority in your field, and
it demonstrates a commitment toexcellence.
Over time, this can lead to astrong brand reputation that
attracts a loyal following.
So you really wanna think aboutthat, okay.
So all of these things gotogether right.

(08:43):
When you consistently deliverand I did say consistently so
when you are delivering highquality content, it still
doesn't mean post sporadicallyhere and there and it took you a
month to come up with thatcontent and then release it.
Like you still need to postconsistently, okay, but when you
consistently deliver valuable,well researched, well crafted

(09:06):
content.
This is gonna get your audiencemore likely to get on board
with you and find that highquality content valuable and
trustworthy.
So, again, makes a hugedifference, okay?
So I want you to think aboutthis and hopefully you've
listened to all this entireseries and now you need to start

(09:27):
assessing what direction am Igonna go in?
Am I gonna go in the directionof more quality content?
Am I gonna go in the directionof more quantity?
And this makes a differencebecause it has an impact on your
budget who you have in place tohelp you drive your content
creation strategy?
You know, if you're creatingthings in bigger numbers, do you

(09:49):
have someone on your team or afreelancer?
You've hired a contractor, avendor, someone, employee who's
going to support that?
If it's high quality, someone'sgotta support doing the
research and really coming upwith a plan per content piece.
So, either way, this is aninvestment that you really wanna

(10:09):
think about.
Here's my opinion.
When it comes to quantityversus quality, you need both.
The truth is, you need abalance between both of them,
and I also believe that whereyou land may depend on where you

(10:31):
are in your brand's evolution.
Here's what I mean.
If I'm a new brand, I mightkind of flood people's feeds in
the beginning with high quantityto get in front of people, to
kind of match up to thosealgorithms, to make sure I'm
highly visible.

(10:51):
But at some point in time, asI'm focused more on shifting to
becoming more of anauthoritative brand and I wanna
add again more value and I wantto increase my reputation, it
may shift.
I may shift to quality.
I may shift to investing morein research and still producing

(11:12):
some stuff that gets out infront of my audience for
consistency sake, but a fewtimes a month, investing more
time into high quality pieces orlonger pieces.
If I were doing this, forexample, for a blog, I might
have let's just say reallysimple I release one article per
week on my website, and sothat's about four a month, maybe

(11:35):
five in some cases, and two ofthose articles might be more
general.
We did some research but wedidn't invest as much time into
it.
We were able to generate thosearticles relatively quickly and
easily based on our knowledgebase today.
But two of those articles mightbe longer form articles.

(11:55):
We might spend a lot more timeresearching what goes into those
articles.
Text-wise they might be longer,maybe 1500 to 2000 words,
versus your standard blog postsaround 600 or 700 words.
We might invest time to addmore detailed graphics on the
blog posts that we want to belonger Screenshots, custom-made

(12:19):
graphics, maybe even insertingvideo content into the blog
posts.
Those are examples of how youget to that quality phase, and
so that's the truth that I maymove in and out, and I think
brands need to consider thatthat there is no set perfect go
this way or that way forever.
It's gonna shift and evolveover time and you, at this

(12:44):
moment, just need to figure outwhich one am I focused on.
Okay, and you could again thinkabout do I wanna go that route
where I'm trying to figure outhow to balance both?
And if you're trying to figureout, can I strike a balance
between quality and quantity,then again, you've gotta find an

(13:07):
equilibrium that suits yourgoals and your audience.
That's what's most important inall of this, and I want you to
remember that ultimately, again,the right balance depends on
your specific objectives andresources, and a combination of
well-crafted, engaging contentposted consistently is often

(13:30):
going to be your best recipe forsuccess.
So I'm going to leave you witha really good quote that I saw
as I was browsing my LinkedInfeed and this is just something
where I'll leave you somethingreally cool to think about.
This quote was written by BrianDean.
He is the CEO of ExplodingContent.
He's backlinko.

(13:50):
You may have heard some ofthose names before.
If not, google him, check himout.
But here's what he wrote whatmost people think content
marketing is blog posts, videos,case studies, podcasts.
What content marketing reallyis solving problems, curating,

(14:12):
educating, adding value.
If you can do those thingsagain, you have a winning recipe
for success.
So I wish you success as youare developing your content
creation plan as we roll intothe new year and, as always,
make sure you subscribe on yourfavorite podcast channel to

(14:34):
listen for more upcomingepisodes of our podcast, some
solo like this, where we doseries and we dig into something
real specific, sometimesinterviewing guests and figuring
out the secret sauce behindtheir marketing and what's
working for them in this onlinemarketing world.
Thanks again for listening andI'll see you next time.
Bye, I'll see you next time.
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