With the surge of activity and budget allocation to content marketing and native advertising, and the quest to engage target markets, brands have to struggle over the choice between quantity and quality.
Producing high quality content takes time and money, unfortunately. Many times marketers assume â€œthe technologyâ€ will take care of more traffic, more conversion, and more interaction. It’s easier to pay for a solution that implies less work in exchange for higher numbers: more likes, more hits, more page views, more opt-ins, and ultimately more revenue.
But in the end garbage in = garbage not appreciated, as no one wants to consume content that is not exceptionalÂ (as in immediately shareable with friends and other influencers). When’s the last time you posted an article or video that was obviously self-promotional and lacking in uniqueness, inspiration, or insight?
You can read various opinions on this topic, Jay Baer being one of the more outspoken proponents of quality over quantity. He has a NY Times bestseller called Youtility about just that issue, and you can read one of his blog posts about the subject here.
Our view is that great content, no matter what the vehicle or purpose, can only come out of paying attention to what the market is saying – in the place where social listening meets social engagement. Whatâ€™s happening in the mind of the market? What are the pain points? And what are members of your market looking to resolve in their own words or perspective?
Photo credit:Â Quality Ice Cream Mural, by Kevin,Â https://flic.kr/p/wUCau