Quality vs. Quantity: Creating Valuable Content

When was the last time you skimmed a website and thought: "Well, that was a colossal waste of my time."? Probably never. That's because content holds an incredible amount of power over your audience. It keeps them engaged, entertained, educated, and informed about subjects they love.

Content separates smaller blogs from more extensive publications like Buzzfeed or Cracked because it provides valuable information to readers (and hopefully entertains at the same time). Unfortunately, many online marketers make inevitable mistakes when creating this type of content, which makes it feel stale, bland, or uninspired. Here are three common traps people tend to fall into when writing high-value content.

1.) Not Taking Enough Risks

Successful content tends to take risks to stand out. Although it may work for someone, that doesn't mean it will work for everyone. The internet is saturated with content at this point, so the only way to get ahead of your competition is by taking risks and trying new things that can set your content apart from others in a sea of sameness.

2.) Using Buzzwords Sparingly

Buzzwords are words and phrases used in marketing and advertising to get people's attention and create interest in what they're writing about. Unfortunately, some marketers tend to overuse buzzwords without even thinking twice about why these words exist in the first place. For example, let's take a look at an excerpt from one of my previous articles:

"We make it easy for you to quickly create rich content with...a simple drag and drop interface which will allow even the least tech-savvy individuals to gain access to all of our premium features."

This statement has not one but THREE buzzwords in just three sentences. The words are "easy," "quickly," and "premium." By giving this article some context, you are writing about a website with tons of features that are supposed to be very user-friendly. What you need to do here is compare how different this site is when compared to others so readers have an idea of why they should use it in the first place.

When creating content for your business, don't just use buzzwords because they sound hip or look good on the page. Instead, only use them if they make sense and serve a purpose to your article.

3.) Overselling Your Product/Service

It's okay to tell people how great your product is all day long, but there is a limit to how much of this sales-pitch rhetoric will convert into sales (it's not much). When writing high-value content, marketers must think about their audience first before thinking about themselves. If you genuinely believe in what you're selling, then it should be easy for you to explain why other people should want it too without sounding like an infomercial from the '90s.

Quality vs. Quantity

It is a debate: high-quality content or high-volume content. Here is why.

The internet has been inflated with content, and the only way to stand out from the crowd is by making your content unique. Buzzwords are words that marketers put into writing to get attention. Therefore, they should only be used if they serve a purpose and not just for style reasons.

Marketers should make sure what they are selling is great before going too far into explaining why people should buy it. That can come across as over-sales to readers.

Why Quality matters

High-quality content is more appealing to website visitors. With more content being published every year, websites need to stand out from the crowd. One of the best ways to do this is by posting unique and original content that cannot be found anywhere else.

If a website has thousands of pieces of high-quality content on vast subjects, it will likely get ranked higher in search results than websites that only have 100 articles total. Why? There is a correlation between quality content and time spent on a particular website.

Why Quantity matters

More articles published, more traffic received. Posting new content daily leads to 5x more site traffic. Each piece of content will add to your traffic, so more content means more traffic.

Quantity-focused businesses need to update websites regularly with new content to keep readers interested. Newsletters, press releases, and social media posts can help increase website traffic when published consistently over time.

Marketers need to understand that both high-quality and high volume work well, but it depends on what type of audience they are trying to reach. While quantity may seem more important than quality at first, it's not entirely true. Even though websites with massive amounts of content might be ranked higher in search results, they also tend to have a lot fewer backlinks pointing to them from other sources. Since Google is trying its best to deliver the most relevant information to its users when they're searching for something specific, having fewer high-quality links will result in lower rankings over time.

Quantity in content marketing

Content marketers think they need to produce more content than their competitors. But here's some news: there is no competition in content marketing.

It's always better to publish less content that your audience will find incredibly valuable than posting tons of mediocre pieces that don't mean anything to anyone—being the best publisher. You can mean focusing on producing high-quality content, not shoving out as much content as possible.

Content marketers believe that publishing a high volume is necessary for generating more traffic. While this is true, it should be done intelligently.

Publishers that try to cover every piece of news and information about their niche will produce shallow content that has no value for readers. On the other hand, if you publish high-quality content that is truly useful, the traffic will come to you organically without having to post dozens of times per day.

There are two main reasons they focus on the quantity of their content: Quantity and revenue.

1. Quantity for revenue

As stated previously, quantity leads to more traffic which leads to more money. This is the main reason why many businesses are obsessed with publishing as much content as they can instead of focusing on creating great and unique content.

2. Quantity for SEO

Another reason marketers focus on publishing massive amounts of articles is for SEO purposes. Since Google likes to display websites with a large volume of quality content, publishing more articles leads to higher rankings in search results.

What makes content valuable?

When readers come across your website's content, they are on the hunt for information that will be valuable to them. They want to know why this writing serves a purpose and what they should expect as a result. If you're not delivering something worthwhile, then you can't expect much from those who read it.

Nowadays, people tend to skim through articles instead of reading every word that comes into view. For marketers, this means making sure you write with keywords in mind and target phrases and sentences so readers will take the time to reach the end.

Bottom line: Who's the winner?

Different approaches work for other companies. Content is an increasingly critical element of a successful marketing plan and strategy. If you produce high-quality, unique content, it will make more sense to publish less frequently. The goal is always to create excellent articles that will take the reader on an educational journey, not posting as often as possible to drive traffic through quantity. Invest wisely in content marketing.

Author Bio

Angie Neal



I am Angie Neal, passionate about helping businesses get seen online. I am a corporate dropout, turned WordPress, SEO & Digital Specialist. I started PurpleCow Digital Marketing over 10 years ago as a side business. Today, PurpleCow Digital Marketing is an international team.

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