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Why Quality Over Quantity is Key with Content Marketing

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by Boris Dzhingarov
October 12, 2017


Boris Dzhingarov
Boris Dzhingarov has written 8 articles for PromotionWorld.
View all articles by Boris Dzhingarov...

There’s no denying that content marketing is a hugely important part of your brand’s overall marketing strategy. No matter what kind of business you run, having great content available to your current and potential customers will help you to pave the way for expanding your customer base, generating more profit, and achieving brand growth and expansion. However, when it comes to content marketing, one of the biggest mistakes that many business owners make is opting for quantity over quality.

Many people mistakenly believe that putting out as much content as possible online is a better option, since there’s more opportunities for viewers to stumble across their content and discover their brand. However, the biggest issue with this is that going for quantity usually results in content that’s lacking in quality. Here’s why it definitely pays more to invest in less content of a higher quality than worry about churning out as much content as you can for marketing purposes.

#1. Improve Your Reputation:

When choosing a content marketing company or writer to help you with your content marketing strategy, it’s important to always bear in mind that the content that you publish online is a direct representation of your brand, and will therefore directly affect your reputation. Do you want your viewers to know that you are a premium brand which is always ready to give out great information? If so, then it’s important to invest in quality.

Low-quality content will give off the wrong impression and leave your potential customers wondering if you run a low-quality brand and whether your products and services are really worth investing in. A small amount of high-quality, impressive content is always going to do a better job when it comes to attracting the right type of customers to your brand.

#2. Save Money:

When it comes to choosing a content marketing strategy, it can often be initially cheaper to order a lot of lower-quality content; you can find writers offering their services for next to nothing online if you don’t mind the odd spelling and grammar mistake, or content that doesn’t really offer a lot of value but makes sure that you get your link out there. However, the problem with this is that in the end, you could be spending more money since it’ll be more difficult for you to get your viewers to stand up and take notice of the content that you have published online.

When hiring a writer or content creation company to work with on your content marketing strategy, it’s vital to measure the quality of their content and make sure that you are open to paying more for a high-quality service. It’s always a better idea to invest more initially in content that’s highly likely to increase your traffic and conversions.

#3. Improve Engagement:

Today, customer engagement is an absolutely vital part of expanding your brand and getting the best results. It’s no longer just enough to sell great products and services to your customers; people will want to know why they should choose your brand over others and what you can offer them in terms of engagement and communication. Unfortunately, it’s difficult to engage with your customers using low-quality, poor-standard content.

If you are publishing content that people aren’t really interested in engaging with and talking about, then you can’t expect your revenue to significantly increase as a result. On the other hand, opting for high-quality, interesting content that teaches your reader something new or leaves them with valuable advice that they can use in the real world to improve their situation will help to give you the best customer engagement results. Aim to produce content that your readers can’t wait to discuss in the comments section or even share on their social media profiles for their friends to read too.

#4. Better for SEO:

Once upon a time, SEO was measured by very different things – you could easily improve your ranking in Google’s search results by publishing as much content as possible with a link back to your site, regardless of whether or not the content quality was great or terrible. However, in recent years, Google have made several significant changes to their algorithms, and today, it’s impossible to get a good ranking in Google simply by link building as much as possible without paying much mind to the quality of the content that your link is placed in.

Google has seriously considered the user experience when it comes to how they rank websites; they know that nobody likes to read or view low-quality, uninteresting content online and this could actually cause problems for your brand when it comes to SEO. To make sure that you remain favoured by Google and other search engines, it’s best to choose quality over quantity for content marketing every time.

Less is certainly more when it comes to content – always opt for quality over quantity if you want to see the best results.

         


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