The debate over quality versus quantity isn’t much of a debate at all. We all know that having good content is more important than having lots of it. If you need convincing, check out this great webinar from Ann Handley. The problem is it’s not that simple. It’s not like you can get by creating one stellar blog post a month and still expect to have any traction. To be successful at content marketing, you need to be producing a steady flow of content for many months, if not years.
And that’s the dilemma most companies face. They know that they need more content, but they also know that the content needs to be stellar to stand out. In fact, according to the Content Marketing Institute and MarketingProfs “2017 Benchmarks, Budgets, and Trends — North America” report:
- 76 percent of marketers say that they prioritize content quality over quantity.
- Plus, 85 percent say that they attribute their organization’s increased overall success to creating higher-quality content.
- And yet 70 percent of marketers predict that their organization will produce more original content in 2017 than they did in 2016.
This dynamic puts content creators in a tough spot. They’ve got to deliver more, while maintaining and improving the quality, often without any additional budget. In fact, the same report notes that only 39 percent of marketers expect their content budgets to increase over the next 12 months. So what are companies supposed to do?
Creating more content while also maintaining, or ideally improving, its quality is a tall order. It’s possible, it just requires taking a creative approach. Let’s look at both parts of the problem and some solutions.
Creating More Content
To create more content, you either need to work harder or enlist more content creators. The latter is probably the better option, and the good news is that there are content creators all around who can help. You can turn to your colleagues across your organization, for example, asking product managers and others to contribute blog posts or new website content. That’s one easy way to take some of the load off your shoulders. The key is to remember that not all of the people in your company are going to be good writers. You may have to do some work to help bring whatever content they create in line with your company standards.
Alternatively, you can look at partnering with third parties, whether they’re agencies or individual freelancers, to help meet your content needs. The obvious advantage here is that you can get much needed additional manpower from professional writers. The downside is cost.
Another alternative, and often a smart idea, is to look for ways to repackage, repurpose, and recycle the content you create in lots of different formats. The advantage of doing this is that you can quickly fill out your editorial calendar with reusable content.
Creating Better Content
When it comes to creating high-quality content, you’ve got a couple of options. One is to hire editors and proofreaders who can review every piece of content your company produces to ensure that it’s up to par. This can be an incredibly effective technique, but it’s also expensive and therefore difficult to scale.
A second option is to look for ways to add automation to the editing and proofreading function. A content optimization platform like Acrolinx offers companies the ability to ensure that all of the people who are creating content are following the same guidelines. It ensures that all of the content being created isn’t only error free, but that it also has the right tone of voice, is written in a clear and engaging style, and is something your audience will enjoy reading. And it’s infinitely scalable, meaning you can deploy it to as many people as you need to.
Some Final Thoughts
To win the content marketing battle, you’ve got to have your cake and eat it too. You need great content and you need lots of it. With the right tools and techniques, achieving that is possible. Just remember to go slow and scale up your operations over time.