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The Biggest Content Marketing Mistake: Putting Quantity Over Quality

A group of office workers gather around a monitor in a meeting
Jessica Bernabe

Many businesses make the mistake of focusing on quantity over quality when it comes to content marketing which can result in a loss of time and new clients. While it’s true you need to produce content on a regular basis to establish yourself as an industry authority, that doesn't mean you pull out all stops and upload content by the dozens just to build the numbers. Quality content needs to always be at the forefront of your mind and understanding your target audience will get you there.

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.

That means you need web content that is relevant and valuable to online users if you want your website to rank high in organic search. That means your posts include targeted SEO keywords that will help search engine bots find your content and present it to users searching for that particular type of information.

Quality content includes:

  • Anticipating your target audience’s questions

  • Answers those questions

  • Positive experience for the reader

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 a dozen 1,000-word pieces on obscure topics that only industry experts care about. To compliment your content, make sure you’ve created a Google My Business page so customers can easily find you on the search engine site.

Building a Name of Trust

When your business doesn’t content bomb but adds to the online discussion in a meaningful way, that tells the reader that you are a reliable source. So what two things play a role in building that trust? The first one is—you guessed it—quality. The second one is consistency.

If you publish both quality content in a timely manner, it won’t be long before your readership develops into healthy metrics. But if it’s so easy, wouldn’t everyone be doing it? Well, some are and some aren’t. That means there’s plenty of room for you to succeed.

How? Develop a content strategy that assembles a content calendar that your team can follow. When subjects are planned in advance, you have the time you need to research the subjects so you come up with quality topics rather than just quantity.

Stand Out in the Crowd

With so many business leads happening online, the market can get pretty saturated with content. So how do you stand out from your competitors? Make sure your content production is giving the reader something your competition is not. That includes keyword research, learning more about your target audience, and following the five steps below.

By only providing quantity content, you're adding to the peak of the mountain of words that are already out there. Make your hard work count by helping customers see the value of your posts.

A person types on a keyboard in front of a computer monitor

When your digital content has quality, you build brand trust for your business. 

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. Perform keyword research.

Keyword research lets you see what types of questions people are asking Google within your industry. That will give you the building block for the type of content you want to write. 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.

Studies have shown one of the quickest ways to get a reader to flee your page in terror is a wall of text. 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. If you need help, companies like Scorpion can assist with digital marketing strategies including online advertising.

5. Track your content marketing results.

You can’t improve your digital 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, you know what type of content to increase on and what to scale back on.

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

Our team will build you great content to help your business rank better on search engines and improve lead flow. Get started with Scorpion.