Content Marketing: 6 Tips To Strike A Balance Between Quantity Vs. Quality
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How To Strike A Balance Between Quantity Vs. Quality In Content Marketing

The long-standing debate among marketing professionals still wages on: should quality or quantity serve as the backbone of your promotional strategy? Content marketers have a difficult time identifying which of the two should take precedence. On one hand, readers expect high-quality content that helps them solve a problem or bridge a knowledge gap. But you must also post consistently to stay relevant and fresh in their minds. Thus, quality and quantity are equally important for driving traffic to your landing page, improving conversions, and building your online presence.

The Case For High-Quality Content

  • Quality content is appealing to anyone that comes across it. If the quality is not up to par, readers will click away because it lacks value and merit. With so much content online, quality stands out as the differentiating factor.
  • Google’s analytic tools are more focused on reader fulfillment as a major factor in the rankings.

Why Quantity Plays A Crucial Role In Content Marketing

  • Statistics show that companies that have a higher post rate usually have more traffic compared to companies that post less than four times a week.
  • Prospects are drawn to new content which makes quantity an essential aspect.
  • Quantity gives regular visitors more reasons to keep visiting. They know they can expect a steady stream of relevant content.

Considering the two aspects are quite profound in promoting your eLearning products and services, opting for one over the other will negatively impact your content marketing ROI. As such, you are better off finding a balance between the two. Here are 6 tips that will help:

1. Scheduling

One of the key factors in attaining the balance between quality and quantity in content marketing is how often you post. It is essential to keep a close eye on what goes out and how it goes out. While you do want to emphasize on quality, you don't want to have gaps in your posting that make readers lose interest. Consider the following aspects when coming up with your posting schedule:

a. Posting Frequency

It is a good idea to post more than just once or twice a month. But if you want to keep up with the competition and the different digital developments, your posting frequency might need a boost. Especially considering that figures show companies that have more frequent posts have more followers and readers.

b. Social Scheduling

Your social media platforms are essential and should not be left out. However, keep an eye out for clashes and conflicts of interests with the dates and times that you decide to publish the content.

2. Create Diverse Posts

In some cases, having more quantity on a single topic post might compromise the quality. However, you can have posts that contain multiple subtopics or ideas. It requires careful juggling because you will need to consider the relevance of these topics to each other. You must figure out how they tie into one another and how you can still distinguish each concept to avoid confusion. This will help you not only present quality content to prospects, but you can also diversify the target pool. The intention is to create as much relevance as possible with as many readers as possible.

3. Use Different Platforms

The Internet provides a wide canvas where you can publish your posts and reach out to your target audience. One way you can increase your outreach is by locating relevant online discussions that pertain to your eLearning niche or USPs. For example, online discussions and blogs where people are asking questions about eLearning service providers or looking for recommendations. The caveat is that you must focus on platforms that are likely to yield leads, instead of trying to flood the web with your sales pitches.

4. Cut Down The Size

Most people don't have the patience to read 20-minute long blog posts. With shorter and more precise posts, you can engage more people and build brand familiarity. You can get one quality and long blog post and divide it into different sections that you can send out in different phases. This is easier for people to read, and you extend the quality and the quantity in manageable portions. For example, create an article series and publish a weekly installment.

5. Bundling

Another great way to create a balance between quality and quantity is bundling. Have one post that offers freebies. This could be a short module or a quick guide to help your readers troubleshoot a common problem. With this technique, there are higher chances of better content performance since the bundled content will be opt-in. Readers who choose to opt-in will do so, because they want and will likely read all the content, which leads to increased conversions.

6. Reach Out To Your Audience

The tricky thing about striking a quality vs. quantity balance is that different audiences have different requirements. For example, highly motivated salespeople might be looking for bite-sized tips and tricks every day. Thus, you can promote your upcoming negotiation skills course through daily social media posts that help them boost their figures. On the other hand, organizations looking for a new LMS want comprehensive guides that offer all the information they need at once. Thus, you should conduct some market research, such as surveys and polls, to find out what your audience needs. Then determine the ideal posting frequency and content length.

With a little creativity and innovation, it is possible to have a winning content marketing strategy that embraces both quantity and quality and does not turn off your target audience. The key is to get to know your audience to customize your approach. In addition, evaluate the effectiveness of past content to see what works best for your organization.

Is it really possible to find new customers using online marketing methods? Can clickbait get your visitors to actually buy something and boost your conversion rates? Read the free eBook The Ultimate Guide To A Winning Content Marketing Strategy to find out what inbound marketing is, how to qualify leads and boost your conversion rates, how content marketing can help you generate B2B leads, and how to determine KPIs and measure marketing success.

eBook Release: Thinkific
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