When focusing on frequency goes at the expense of quality.
If you’re working after the Inbound Marketing Methodology, you soon learned that you must publish content frequently to attract your buyer personas to your site, and for them to convert so you can guide them through the marketing funnel. How do you solve the frequency-high-quality-puzzle?
This blog post is for you that are alone in the marketing “team” or for the small marketing teams that stress producing content, and often end up publishing pieces that you are semi-happy with, just to be able to reach that frequency target.
If you’re a marketer reading this, you know and understand all the tasks at hand and the areas you are responsible for. How are your team going to manage producing at least two high-quality pieces of content every week, per buyer persona?
HubSpot scrapped this thought in their piece of "8 Digital Marketing Trends Set to Expire by 2018" in which we wholeheartedly agree.
However, Joe Pulizzi, the founder of the Content Marketing Insititute, points out two typical pitfalls where a content marketing strategy often fails that should be paid attention to:
Content creation in an Inbound Methodology should focus on quality over quantity. As New Breed is saying:
“In case you haven't noticed, the internet is filled with an overabundance of content — most of which is mediocre, unhelpful or otherwise bland.”
Also, that is true. Imagine how much content you roam through in the search for your answer, or think of the disappointment when downloading a premium content that is very thin and doesn’t live up to the expectations on their landing page.
Moreover, remember that pieces with good SEO rating can live "forever" and give you the traffic, and future customers, you're looking for. According to Pulizzi, it takes 12-18 months for a content marketing strategy to start delivering revenue of some kind.
The companies you trust give you useful information are the ones you keep coming back to, and that's how it should be.
Place yourself with the top players in this game and focus on producing high-quality content that answers the questions your buyer persona searches for, and you'll see they will be coming back for more, no matter if it's every day or every other week.
In the mood for creating high-quality content and boost your SEO? Download our ebook that will guide you through the whole process.
Tags: Content Marketing