Last update : 17 September 2020
Content-based marketing strategies are becoming increasingly important in today’s market. At the same time, content creation strategies vary among web marketing professionals. On the one hand, there are those who advocate creating content in large quantities to get more traffic, while on the other hand, there are those who advocate creating quality content to make their brand image more credible. In this debate, the argument for quality always seems to prevail over quantity. Nevertheless, this article will show that the choice between the two is not as one-sided as it seems and is much more nuanced.
Web content quality: the traffic argument
Goal: increase the number of visitors, leads or customers.
The methods used to improve your SEO have changed a lot in recent years. This is due to changes in Google’s SEO algorithms. Several trends have followed one another, among them the publication of large quantities of content. Note that this is still important today. Nevertheless, its meaning has evolved, and now it refers more to the frequency of publication than to the volume of content published.
Publishing frequency helps to build reader loyalty by giving them a reason to return to your website. This gives the Internet user a kind of routine, an almost mandatory schedule. Publishing regularly increases your website traffic.
According to a Hubspot study, blogs that publish more than 16 articles per month get 3.5 times more traffic than those that publish between 1 and 4. This seems logical since the more you publish, the more content you have, the more people can find you on different searches.
Note that a high level of traffic to your website is worthless if it doesn’t generate any leads or interactions.
The question of quality or quantity concerns not only written content, but also content published on social media. The impact here is stronger because you can speak directly to your community.
Regarding a lack of interaction, the situation is a little different on this type of platform. Certainly, a lack of interaction with your content can be frustrating, since it can lead you to believe that no one wants to read your content. However, if it generates many impressions, you will gain visibility and brand recognition.
If you publish regularly, you will attract more attention from Internet users and content ranking algorithms. But this is only one step forward, after which your content must engage users. This engagement is only possible if the quality is good enough.
If you want to write quality content, make it relevant, useful and add value for your readers.
Quality of web content: the credibility argument
Goal: to stand out from your competitors with unique and high value-added content.
In the age of ever-increasing information, readers are becoming increasingly demanding and picky when it comes to consuming content.
For this reason, providing high quality content is essential to maximize their attention. If your content is poor quality, it won’t interest users and they will quickly leave your site. This could impact, among other things, your bounce rate. Worse still, users may never revisit your website.
You should therefore focus on quality content with high added value. This is all the more important since you are often not the only one addressing certain topics.
That’s not all! By producing quality content, you will not only satisfy users, you will also satisfy search algorithms.
Let’s take the example of Google’s algorithm. The algorithm takes into account several factors to assess the quality of your content. Among these criteria, it takes into account the user’s behavior (time spent on your site, number of pages per session, bounce rate), which is a clear indicator of the quality and relevance of your content.
Note: To see your content statistics, you can open up Google Analytics and go to:
Behavior > Site content > All pages
You will be able to see the total number of views on your article, the unique number of views, the average time spent on the page, the bounce rate, etc.
You can also choose the period to analyze or compare two periods if you wish.
This is a good way to find out where you stand, and where you need to go.
Using Google Analytics to view blog page statistics
The same goes for social networks. Your content will be more visible if it generates a high number of interactions.
Number of interactions on a post (comments, likes, shares, etc.)
Finally, you should know that your content reflects your brand’s philosophy and credibility. If your content is low quality, it will drastically reduce the trust that readers have in your brand. They will therefore be less likely to interact with your content or do business with you.
Focus on the quality AND quantity of web content
As you can see, when you write web content, you have to combine quality and quantity. Indeed, neither should be sacrificed because they work together.
When you combine the two, you can benefit from both. One (quantity) will attract traffic to your website, while the other (quality) will help maintain this traffic and directly influence your reputation.
However, take care to find a balance. Writing quality content takes time. If you publish a lot of content, the quality may suffer. On the other hand, if you take too much time, you might not be consistent in the amount of content published. In this case, how do we proceed?
Develop an editorial calendar
Your best ally in this fight is organization. Whether for your written content or your social media, it is recommended to follow an editorial calendar to maximize your time. On the one hand, it will allow you to publish your content in a coherent order, and on the other hand, things will be clearer in your head and you will start on the right footing.
The example below relates to social media, but the idea remains broadly the same for planning your written content.
Sample editorial calendar (social media)
When it comes to writing blog articles, you can go further by setting a time limit for production. For example, you can give yourself 6 hours for a 1500-word article (information research, sorting, writing, proofreading, etc.).
This example should not be taken literally, you can give yourself more or less time if you wish, as long as it is reasonable. If you spend too much time writing your article, you risk losing your focus and not sticking to your schedule.
Don’t publish your article while it’s still “hot”
Once you have finished writing your article and proofread it, don’t rush to publish it immediately. Give yourself time to digest it and read it again later. This will allow you to adjust your words if you think they are lacking in depth, or to correct some errors that you may have missed during the first proofreading.
When you give yourself time, new ideas can also emerge and provide substance to your article. The more precise and detailed an article is, the more likely you are to be recognized for the quality of your writing.
Produce content efficiently
One of the essential things to producing quality content in high enough quantity is efficiency. This is especially true if you want to create video content.
Since setting up cameras, lighting, set design and the different settings involved in taking pictures are time-consuming, why not shoot several videos in a row?
Note that this “chain production” also applies to podcasts, photography, blogging, etc. In short, to all content. Avoid splitting the production of your content into several phases and give yourself a dedicated slot for each of them.
The same applies to your written content. If you find information during your research that may be relevant to one of your future articles, don’t hesitate to keep it to one side so that you can reuse it when you need to.
Finally, always have articles in stock. This will allow you to calmly focus on writing quality articles, without being pressed for time.
There is no choice to be made between the quality and quantity of content. It would be a pity not to take advantage of the positive aspects of one by choosing the other. Especially since it is largely possible to combine the two, without much difficulty.
To this end, plan your content writing, be consistent and respect your schedule. Finally, always have articles on hand. By following these tips, you should be able to produce reasonable amounts of quality content that will certainly increase website traffic and awareness and make your brand a thought leader in your industry.
If you aren’t sure about yourself or if you want to have your content written by professionals, you can contact us. We will be happy to answer you.