You have a web strategy, and you want that strategy to succeed. This means you need to bring the right traffic to your website, make sure those visitors learn about you, and help them engage you in business. Creating and sharing content can play a powerful role in connecting you with potential clients, but there are two sides to content strategy that you need to consider.
Quantity
Quality may be a more noble pursuit than quantity, but in the world of winning loyal followers and boosting rankings for key words and phrases, quantity reigns. A high volume of content means you’re posting one or more times a day. As you can imagine, if the content is meaningless, you’re quickly going to bore your audience. If the content is consistently relevant, on the other hand, you’ll quickly gain interested followers.
Quality
Google is taking us to a world where we can find exactly what we’re looking for exactly when we search for it. We know quality content when we see it because it gives us the information we want, whether it’s instructive or humorous, when we want it. Google has actually modified its algorithm in an attempt to reward those who publish quality content. But winning over Google with well composed content isn’t the only benefit quality offers.
How valuable are visitors that bounce off your page moments after arriving? If you have a flood of visitors come to your site, quality content is what keeps them from washing right through. Well produced content locks people in. When you know your audience and you create the material they’re looking for, you’ve started down the path of creating return visitors and, ultimately, new customers.
Where quantity and quality meet
Quantity and quality have a difficult time coexisting without a well-composed strategy to hold them together. You can spend a lifetime creating a literary masterpiece or an instant creating a meaningless tweet. The right strategy will help you create content on a reasonable timeline that actually means something to your target audience. With planning, effort and commitment, you can reap all the benefits that come from posting good and frequent content.
If you’re interested in having the best of both worlds, take a look at your current content marketing strategy and ask these questions:
- Which audience(s) will help you reach your business objectives?
- What can you offer them that they’re already looking for?
- When is the last time you tracked and audited the performance of your content? What is the average time spent viewing different posts? How do those posts differ? Where do these visitors come from?
- Where are you posting your content?
- Who in your organization has the influence to get your content to the audience you’d like to reach?
- Who in your organization would benefit from/have interest in sharing your content?
Alexander’s has received an increasing level of engagement online as we’ve pursued the middle ground between high quality and high volumes of content. Please reach out to us with any questions regarding digital communications strategy. We’d be happy to help you find who you need to reach and how to reach them.
