In a Challenging Time, Quality Content is Better than Quantity Content
By Nicole Dhanraj
We all know content is king and businesses need to keep pushing content on various platforms for promotional activities with the ultimate goal of increasing business revenue. Businesses and entrepreneurs are also after some popularity, no? Looking to see how many likes received, who commented on our post, how many times it got shared, and of cours,e all the related analytics. Most of us are programmed to develop and push content to bring business to us. However, do you realize that even though you push a significant amount of content out on any number of platforms, you may not turn your audience into the paying customers you intentionally seek? Why, after all you are catching attention right? Well, content is like noise, people hear and see you, but your words do not add value to their lives, so it becomes random noise to them. You may get noticed and some attention, but the return may not be what you expected.
So, what is an alternative to consider? Quality over quantity. Under no circumstances will poorly written content give you anything but a loud shout out. Especially in such challenging times, with COVID-19, people are searching for meaningful information that they can use to make a difference or add value in their lives. You should be seeking to connect with people to help them make their lives better versus a constant evaluation of your analytics. Yes, this analytical data is important, but it needs to be used with a different mindset. We know the value of connection; this truly happens when your content connects with your readers and listeners. When this happens, that is, when your content can help someone, then, of course, they will come back looking for you, and that is where the use of analytics can support your content marketing.
What does quality content look like?
a. Information is not focused on you. It’s reversed, very focused on your audience, or potential client.
b. The content addresses what the audience wants, therefore, you will have to spend time researching what it is the target audience is searching for.
c. Not every piece of content will be promotional. Again, you seek to connect with your audience before trying to sell them something.
d. Stories that show authenticity and vulnerability would support you building connections with others.
e. Any content that helps people improve any aspect of their lives will get you the analytics that matter.
f. Content that make people go wow! That was so helpful, I was inspired, I can so use this in my work…that’s the type of reactions you should be focused on.
So, reconsider your approach to content marketing. Are you striving for quantity and the most likes and hoping for a large return on your time? Or are you pushing content that can help your potential clients and customers?