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The Biggest Content Marketing Mistake: Putting Quantity Over Quality

Jessica Bernabe Copywriter

Many businesses make the mistake of focusing on quantity over quality when it comes to content marketing...and it costs them new clients.

Yes, you do need to produce content on a regular basis to help establish your business as an industry authority, but the quality of your content should always come first!

Understanding your target reader is the key to producing quality content.

Content Quality: Putting the User First

Over the years, search engines like Google have refined their algorithms to better understand the searcher’s intent in an effort to deliver the best content possible.

(We discuss this more in our recent post Debunking the Myth That Never dies: ‘SEO Is Dead’.)

That means you need web content that relevant and valuable to online users if you want your website to rank high in organic search.

Content that…

  1. Anticipates your target audience’s questions

  2. Answers those questions

  3. Gives your target audience a positive user experience

So for now, forget about word counts and minimum posts per week/month, and focus on what matters most—the quality of your content.

You’ll make a much greater impact writing a single, 400-word blog post that answers the burning question of your target customer minds than writing a dozen 1,000-word pieces on obscure topics that only industry experts care about.

5 Steps for Boosting the Quality of Your Content

1. Research your typical client.

What do they want? What are their most common struggles? And what types of solutions are they looking for? Online users are more likely to click on (and stick with) content that speaks directly to their personal needs and experiences.

2. Do keyword research.

Perform keyword research to see what types of questions people asking Google within your industry—then write content that matches those queries! This is a great way to get inside the minds of online users who could become your potential customers.

3. Write content that’s clear and easy to consume.

Don’t take too long to get to the point, and break up your copy with headers and bullet points so it’s easier to skim. The easier your content is to read, the longer your visitors will stay on the page!

4. Choose your medium wisely.

Are you writing about a lot of data that would be best demonstrated as an infographic? Or are you describing something visual that works better as a video? Get creative and select the medium that improves the user experience!

5. Track your content marketing results.

You can’t improve your content marketing if you don’t know what’s working and what’s not. Review metrics such as page visitors, average time on the page, bounce rate, likes, comments, shares, downloads, and form fills. Once you see what’s getting the most engagement and conversions, do more of that!

If you need help with your online content creation, promotion, and tracking, you don’t have to do it alone. Our team would be happy to help you create digital content that boosts your brand awareness and generates new business.

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About the Author
Jessica Bernabe Copywriter

Jessica Bernabe is a Copywriter at Scorpion, an award-winning digital marketing agency. With a background in content marketing and business journalism, she writes about digital marketing best practices to help businesses improve their online presence and attract more customers. Jessica has a master’s degree in journalism from the University of Southern California and a bachelor’s degree in creative writing from the University of California, Riverside. When she is not working, she enjoys reading, salsa dancing, making crafts, and spending time with her with her husband and son.

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