Creating good content has never been more challenging and competitive than today. The internet is so overloaded with information, that it is becoming increasingly difficult for consumers to find truly relevant and authentic content. It is imperative to prioritize quality over quantity and avoid ‘tossing’ empty and meaningless information. In the article Content Quantity Diminishes Quality [Research], HubSpot mentions that “sacrificing some content quantity for the sake of quality, especially in the era of Google Panda, is totally fine. The end result will be a much more favorable view of your content and, thus, increased trust in your brand”.
As marketers and/or public relations professionals, we should promote conversations – and not monologues – with our audiences. Creating engaging content implies being relevant, up-to-date and consistent. Having a content calendar is an effective way to ensure quality when publishing, as it allows you to plan what you want to share, create more creative strategies and, thus, optimize the website. In conclusion, “high-quality content is beneficial from a thought leadership and brand perception perspective, but marketers also struggle with the need to produce content regularly and frequently to compete for higher search engine rankings.”
(Photo credits: Patrick Tomasso)