Writing content is hard. There are no shortcuts, and if copywriting is not your profession you will invest a lot of time and energy into it, so should you aim for quality or quantity?
An easy answer is just to say “always focus on quality”. However, we don’t live in a Utopia, and most organizations have time and budget constraints. With that in mind, the Quality or Quantity debate depends on your organization and the industry you’re in. Some industries are obvious. For example, professional services (Accountant, Lawyer, Financial planner, Physicians, etc.) should focus on quality content with more depth. On the other hand, if you are in the entertainment industry, creating content quickly and frequently makes more sense.
Customer expectations
With content marketing, it comes down to what your customers are expecting. For instance, if you’re selling a low-cost product or service, customers will typically not demand top of the line content, so blog posts, infographics, how-to guides, and videos don’t need to have a lot of depth to them. In this case, covering all the bases is more important.
On the contrary, if you’re selling a high-end product or service, your customers will expect all the touch points to feel high quality as well. This is when quality has to take precedence over quantity, and if you don’t have a large budget, you may want to limit your content marketing to only a few content types (e.g. product demos and testimonial). In essence, all of your resources (time, money, etc.) are focused on two types of content. As you can see, there is no simple answer.
Don’t focus on SEO (focus on customers)
Also, when contemplating Quality vs. Quantity, avoid spending too much time thinking about SEO, and the latest digital marketing trends. Your content strategy should be driven by customers. What do they expect? What type of content is valuable to them? How do they consume it? Also, what are your marketing goals? Are you focusing on customer acquisition or retention? These are just some of the questions you should ask yourself to help you reach your own conclusion.
