In today’s fast paced online marketplace many entrepreneurs challenge the theory that quality content is more effective than content quantity. They debate whether busy internet users really pay attention to content and instead advocate for blasting out subpar content more frequently.

Believe it or not, the quality of your content really does matter!

There are a lot of reasons why quality beats quantity in content marketing, every single time. Take a look.

1. Quality is What Your Readers Want

Quality content can mean different things to different people. We define quality as: well written content that flows, is easy to read, and effectively addresses the topic you sought to explain/discuss. Internet users are busy, that doesn’t mean they won’t notice your crappy content full of mistakes. They will notice and they will click away. And what does that say about your website? Your business? Or if this is your own blog, your work ethic? Putting out quality content will keep users from having to keep searching for the information they are looking for.

Stop and consider why a user is choosing to read your content. The web is full of tons of content marketing. Why are they stopping to read yours? And, if they are using their precious time to read your content, why would you ever want them to read anything that is less than awesome. That’s right. You wouldn’t! That fact alone is enough to keep you from believing the concept that quantity is more effective than quality.

In an online world oversaturated with content marketing, publishing rock star material is the key to sticking out of the crowd. Readers demand high quality content, or they simply move on to the next result on Google. If you publish crappy content, they won’t read it and will move on to the next website. Focus on giving your readers what they want. Direct, easy to read information that is valuable in answering the questions or solving the problems they have.

2. Search Engines Love Quality Content

Search engine rankings are partially based on content quality. Good content is appreciated and ranked higher by search engines because the information is targeted, clear and the subject matter is more easily understood. Google is our virtual librarian, categorizing all content so that we can easily find what we are looking for quickly and effectively.

Therefore, good content is not only valued by the user but also valued by search engines. They are continually updating their ranking criteria to lower the search ranking of poor content.

3. Build Up Credibility

Putting out quality content can help establish you as a credible source in your field. Nothing says “expert” more than a library of quality content backing you up. This expertise is demonstrated to the consumers you are trying to reach, helping to build trust and a better relationship.

If you’re putting out poor content that is hard to read, unfocused, too “sales oriented”, and full of mistakes, what kind of professional image does that portray? Not a good one! Also keep in mind, with the web you really are not able to control where your content ends up. Because of e-mail and social media, you cannot prevent the spread of bad content…and then it is out on the web forever! Producing poor content can leave consumers with a negative professional image that can follow you around for a long time.

4. Caring is Sharing

When you stumble across really awesome content on the web, what do you do? Share it! Great content is sticky! And it is human nature that when we like something so much we want our friends, family, co-workers, etc. to see it!

Facebook, Linked In, E-mail, Twitter, Pinterest, and a ton of other lesser known social networks are all great outlets that share quality content regularly. Shared content can bring you more web traffic and more leads. And getter better traffic that generates more revenue is probably one goal of your content marketing campaign anyways.

5. Keep ‘Em Coming Back

Quality content gives users motivation to return to your site. If you do not publish interesting, well written material onto your website with some degree of regularity, people are far less likely to return. Give them a reason to come back! Be a source of rock star content that users want to read.

6. Grow Your Brand

We know that quality content marketing builds credibility and consumer trust, promotes sharing, brings users back to your page and helps your search engine stats. The most important benefit of quality content, however, is its positive impact on your ability to grow your brand. You want people talking about your brand and when they do, to be referring back to all the quality content and written material you put out into the world.

All of the above benefits help to promote brand recognition and enhance your ability to connect with potential customers.

Quality content will build interest and drive better traffic to your website, helping you gain new leads and potential buyers. Quality is absolutely the way to go, and will beat quantity every single time.

If you would like to discuss content marketing and why it is so beneficial to your business we would encourage you to reach out. We are here to answer any questions or help discuss marketing goals and strategies any time.

 

Gerald D. Vinci

Gerald D. Vinci

Gerald D. Vinci is the CEO of Vinci Digital with over 20 years of experience in marketing and advertising. He partners with small to mid-size businesses as a small business consultant and strategic branding advisor as well as offering a full-suite of agency services. Gerald calls Carmel Valley, CA home with his wife Safira and three children. He has co-authored two books, and is working on his own upcoming book titled, “Small Business Pricing Mastery – Creating effective pricing and defining value for today’s products and services.”

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