If you’re involved in creating content for your company, chances are that you’re under a lot of pressure. That’s because there’s an insatiable appetite for content these days. As a result, many companies feel like they’re under the gun to produce as much of it as possible just as quickly as they can. And while many marketers understand that the ultimate goal should be to create better content, not just more of it (you can find Ann Handley’s thoughts on the matter here), until now there hasn’t been any hard data to show why quality should always trump quantity.
That’s why I’m excited to share some of Acrolinx’s latest research. In a new report we’re calling “Good vs. Great: How to Double the Impact of Your Content Strategy,” we present some pretty compelling findings. Our data is based off of the results of a survey we conducted earlier this year of 800 professionals around the country. We asked them for their insights into how confident they are in their content (the results of which you’ll find here) and for their views on content of varying degrees of quality (the results of which we’ve put in the report).
The short version of the results can be summed up like this: Content quality matters and we’ve got the proof. According to our data, when you take the time to really focus on the quality of your content — I’m talking about things like the clarity of your writing, the accuracy, and the style and tone of voice that you use — it can have dramatic results. In fact, according to our findings, increasing the quality of your content can lead to a:
- 2x increase in brand perception.
- 3x increase in conversions.
- 2x increase in intent to purchase.
That’s a pretty big pay off for just stopping to take the time to make sure that your content is really well written. And for marketers, it helps make the business case for why you should either be creating less content so that you can really focus in on the quality of everything you publish, or why you need an enterprise solution that can help you create high-quality content at scale (ahem, Acrolinx can help!).
If you’re interested in getting definitive proof that content quality really does matter, then I strongly encourage you to check out our new report. I think you’ll be quite interested in the findings.