The old adage of Quality over Quantity gets thrown around a lot in content marketing, but does it have any merit? Odds are you’ve heard of content marketing as being a sound strategy for your inbound marketing campaign. Unfortunately, there are companies out there who view content marketing as merely a way to improve their search engine optimization. Because of this, they tend to use content as a vehicle for their keywords, which often results in a large quantity of content without much quality. While search engine optimization is an important facet of your website – and using keywords throughout your content is a great way to get it seen – the quality of your content is of much more importance, especially over the long term. Releasing a few pieces of quality content every week is going to do a lot more for your brand than releasing poor quality content stuffed with keywords every hour, no matter what you might think.

1. 3 Reasons Why
Quality Content Trumps Quantity

2. What it’s All About
• Content marketing is all about being seen
• Blogs, infographics, and social media posts are all
methods of allowing others to see your content
• This creates a dilemma between posting content
frequently, or posting high quality content
occasionally

3. Weighing Your Options
• There is a very delicate balance to creating a
successful content marketing strategy
• You do want to release content on a regular basis,
but you want to avoid throwing out low-grade
content just to bring people to your website!
• The goal is to gain long term web traffic because
you want visitors returning to your website, allowing
you to generate leads

4. To accomplish this, your content needs to be:
Informative, Relevant, and Sharable

5. Overcoming the Sales Pitch
• The content you create needs to be informative to
your readers
• Your content should be helpful and educational to
help to establish your company as an expert
• Avoid turning your content an ad or an article
stuffed with keywords and jargon
• No reader is going to finish reading something that
comes across as disingenuous

6. Make it Relevant
• Your content should be relevant to your business
• If your company produces running shoes, then an
article on dieting isn’t going to be relevant to your
audience
• However, an article about what you should eat
before and after going running will be

7. Sharing is Caring
• Your content needs to be sharable!
• Enabling content to be shared will broaden your
reach and bring more prospective clients
• If your content is both informative and relevant, it
will be shared

8. The Caveat
• Quality content will bring you more valuable web traffic over
the long run
• However, finding a balance between quality and quantity is
important
• Releasing a large quantity of content can increase your search
ranking, but it won’t maintain web traffic over the long term
• Only releasing one piece of high quality of content every so
often won’t help increase your web traffic either
• High quality content needs to be released as regularly as
possible, as long as the quality of it isn’t sacrificed