{"id":4595,"date":"2013-01-01T12:33:33","date_gmt":"2013-01-01T12:33:33","guid":{"rendered":"https:\/\/www.sanctuarymg.com\/academy\/?p=4595"},"modified":"2024-08-15T17:38:51","modified_gmt":"2024-08-15T21:38:51","slug":"the-content-marketing-dilemma","status":"publish","type":"post","link":"https:\/\/www.sanctuarymg.com\/academy\/content\/the-content-marketing-dilemma\/","title":{"rendered":"Quality vs. Quantity: The Content Marketing Dilemma"},"content":{"rendered":"<p>According to a recent study, by the <em>Content Marketing Institute and Marketing Profs<\/em> <a href=\"http:\/\/contentmarketinginstitute.com\/2012\/10\/2013-b2b-content-marketing-research\/\" target=\"_blank\" rel=\"noopener noreferrer\">64% \u00a0of marketers believe that producing enough content was their number-one challenge.<\/a><br \/>\n<iframe style=\"border: 1px solid #CCC; border-width: 1px 1px 0; margin-bottom: 5px;\" src=\"http:\/\/www.slideshare.net\/slideshow\/embed_code\/14855770\" width=\"427\" height=\"356\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe><\/p>\n<div style=\"margin-bottom: 5px;\"><strong>So does this mean it&#8217;s a volume game?<\/strong><\/div>\n<p>As marketers, we realize it&#8217;s &#8216;publish or perish&#8217; when it comes to plotting out a successful <a href=\"https:\/\/www.sanctuarymg.com\/digital-marketing\/\" target=\"_blank\" rel=\"noopener\">digital marketing strategy<\/a><strong>. \u00a0<\/strong><\/p>\n<p>And as companies ramp up their<strong> content marketing<\/strong> efforts, it&#8217;s tempting to buy in to the belief that &#8216;more&#8217; is better. <em>My competition is posting on their blog 3 days a week? Fine, I&#8217;ll do 5. They share 10 tweets a day? I&#8217;ll do 20. \u00a0<\/em>And while I&#8217;m excited to see that marketers are getting onboard with the concept, I fear they may actually be doing more harm than good.<\/p>\n<p><!--more-->The goal of successful internet marketing is to create\u00a0<strong>engaging content\u00a0<\/strong>that is relevant and valuable to your target market.<\/p>\n<p>Don&#8217;t get me wrong. This is a huge step forward from where we were 12-18 months ago. Marketing departments are taking their first steps to understand and master this media channel.\u00a0And, yes, Google\u00a0<em>does<\/em> seem to take into account recency &amp; frequency when determining which page to return for a given search query.<\/p>\n<p>But the<a href=\"http:\/\/www.google.com\/competition\/howgooglesearchworks.html\">\u00a0<\/a><a href=\"http:\/\/www.google.com\/competition\/howgooglesearchworks.html\" target=\"_blank\" rel=\"noopener noreferrer\">Google Search Algorithm\u00a0uses over 200 &#8216;signals&#8217;<\/a> \u00a0&#8212; all designed to assess QUALITY and RELEVANCE. Inundating the blogosphere with sub-par content will not help you move the needle.<\/p>\n<p><span style=\"font-size: x-large;\"><strong>Quality beats Quantity every time.<\/strong><\/span><\/p>\n<p>Another excellent article by <em>Christina Zila<\/em> at <em>Search Engine Watch:<\/em> <a href=\"http:\/\/searchenginewatch.com\/article\/2232360\/5-Trends-Shaping-SEO-Content-Marketing-in-2013\" target=\"_blank\" rel=\"noopener noreferrer\">5 Trends Shaping SEO &amp; Content Marketing in 2013.<\/a>\u00a0The trends she called out:<\/p>\n<ol>\n<li>Quality Content Rules<\/li>\n<li>Content Needs a Voice, Personality or Branding<\/li>\n<li>Longer, More In-Depth Articles<\/li>\n<li><a href=\"https:\/\/www.sanctuarymg.com\/digital-marketing\/social-media\/\">Social\u00a0Media<\/a>\u00a0Grows in a Link Building Role<\/li>\n<li>More Multimedia<\/li>\n<\/ol>\n<p>And I couldn&#8217;t agree more. These represent more than temporary shifts in behavior. They&#8217;re the foundation for a successful internet marketing strategy.<\/p>\n<p>In my mind, you could really group all of these as &#8216;quality&#8217; criteria.<\/p>\n<ul>\n<li>Quality content adds insight and provides information.<\/li>\n<li>Quality content is well written. It has a voice and a personality which people want to engage with.<\/li>\n<li>Quality content certainly can be less than or equal to 300 words of great information &#8211; but longer dissertations allow for a deeper exploration of the topic at hand<\/li>\n<li>Quality content is &#8216;shareable&#8217; &#8212; in that readers are dying to be the first one to share the post as it associates them with being as cool as the source material.<\/li>\n<li>Quality content begs transposition to other media <em>like<\/em> infographics, Slideshare presentations, Camtasia-style screen presentation and video. After all, a picture is worth thousand words.<\/li>\n<\/ul>\n<p><strong>The Takeaways?<\/strong><\/p>\n<p>Blogging for blogging&#8217;s sake is a mistake. We need to focus on creating content that is rich in substance and valuable to our target market.<\/p>\n<p>Trying to &#8216;game&#8217; the system by generating a high volume of keyword rich, generic content will do one of three (bad) things:<\/p>\n<ol>\n<li>Bury your site within a sea of white noise because you&#8217;ve done nothing to differentiate yourself.<\/li>\n<li>Turn potential customers away because your content is an embarrassment<\/li>\n<li>Cause you to abandon this important media channel because you&#8217;ve concluded: &#8216;content marketing is a waste of time&#8217; &#8211; because you aren&#8217;t getting the results you expected.<\/li>\n<\/ol>\n<p>For tips on how to create an editorial calendar that will allow you to produce quality content as painlessly as possible review: \u00a0<em><a href=\"https:\/\/www.sanctuarymg.com\/academy\/content\/marketing-planning-how-to-create-an-editorial-calendar\/\" target=\"_blank\" rel=\"noopener noreferrer\">Marketing Planning How To Create an Editorial Calendar<\/a><\/em><\/p>\n<div>Author&#8217;s Note: You can review the full report here: \u00a0&#8216;<a title=\"B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends\u2013North America\" href=\"http:\/\/www.slideshare.net\/CMI\/b2b-content-marketing-2013-benchmarks-budgets-and-trendsnorth-america-14855770\" target=\"_blank\" rel=\"noopener noreferrer\">B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends\u2013North America<\/a>&#8216;.\u00a0\u00a0(Also, I thought Patricia Redsicker&#8217;s summary of this report,\u00a0<a href=\"http:\/\/www.socialmediaexaminer.com\/8-content-marketing-trends-for-b2b\/\" target=\"_blank\" rel=\"noopener noreferrer\">8 Content Marketing Trends for B2B<\/a>\u00a0was excellent as well).<\/div>\n<div><em>\u00a0<\/em><\/div>\n","protected":false},"excerpt":{"rendered":"<p>According to a recent study, by the Content Marketing Institute and Marketing Profs 64% \u00a0of marketers believe that producing enough content was their number-one challenge. So does this mean it&#8217;s a volume game? As marketers, we realize it&#8217;s &#8216;publish or perish&#8217; when it comes to plotting out a successful digital marketing strategy. \u00a0 And as [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[277],"tags":[],"type-category":[288],"class_list":["post-4595","post","type-post","status-publish","format-standard","hentry","category-content","type-category-articles"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Quality vs. Quantity: The Content Marketing Dilemma<\/title>\n<meta name=\"description\" content=\"More content to get indexed? Or less but quality content that may not be visible to search algorithms? 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