- What's more important, the quality
of your content or the quantity you're producing?
This is not only a cliche but a frustrating debate marketers
have had for years trying to figure out
what works best for their content marketing.
The answer might surprise you.
Both quality and quantity are of equal importance.
Both is the correct answer because your content
must always be high quality in order to build
an affinity with your audience.
And the quantity or the amount of content
you're producing must be enough
to consistently engage and keep your audience's attention.
Otherwise it's just too easy to get forgotten.
This can be addressed by investing
in a content series or a show.
To help you achieve the balance between quality
and quantity, let's explore why a content series
is the right approach and how to launch your own.
For starters, a content series or a show
is when an organization regularly publishes
a set of related articles, podcast episodes,
visuals or videos around a key theme.
Each piece of content is useful on its own,
but builds momentum for the entire series,
similar to the idea behind a Netflix series.
By framing your content into a show,
it's easier to set parameters for the quality
of the content being produced and how often
the series will be updated.
Creating these guidelines is an opportunity
to set standards on how each piece
should be formatted, topic choices,
and the time, budget and resources needed
to produce content.
This way, you're not starting from scratch
with each installment but instead have
a clear understanding of the quality
and production expectations.
These guidelines also help establish how often
you're publishing to ensure you're reaching people often
while keeping in mind how long
it takes to produce quality content.
For example, Mailchimp, an email
and marketing software for business,
has produced multiple video series
and podcasts to entertain and build
a connection with their audience.
One is called Outer Monologue, which is an animated series
where public figures voice the narratives
in their mind from past personal
and professional experiences.
It highlights what these creatives were thinking
during moments when they seemed to have it together,
helping businesses and creatives
see how others approach challenges.
To start your own series, select
a concept for a show that's meaningful to your organization,
a topic of interest to your customers,
and related to what you do.
The concept for your series
is the most important consideration,
as it'll direct the format, tone, length
and other essential choices regarding
its structure and production.
One way to narrow your options is to think
of a show concept that's specific enough
to be valuable and non-generic, but broad enough
to allow for different topics to be covered.
So what's the most important takeaway
from the quality versus quantity debate?
That creating a series is one of the most effective ways
of reaching your audience with high caliber content
that keeps them coming back for the long term.