Quantity Vs Quality of Content
When it comes to content, quantity vs quality has always been a contentious point for marketers. Should we be churning out lots of long-form content regularly, or should we write less but ensure that what we do produce is of a much better calibre?
Many experts believe that for search engine optimisation (SEO) purposes, the longer the content and the more often that you post, the better. The thinking behind this is that the more words there are, the greater the chance of ranking for keywords and meeting the requirements of your users.
Does that translate to needing to make sure that all of your content should be 1000 words plus? Should you be publishing piece after piece, even if it is not aligned with your overall content strategy? Let’s take a closer look.
Yoast suggests that posts should be a minimum of 300 words in order to be ranked, but recommend that for optimal results, 1000 words is best. This ensures that it will be ranked for those all-important long-tail keywords.
Other sources, however, state that anything under 500 words is pretty pointless when it comes to SEO purposes, and that ideally, content should be between 1000 and 2000 words.
So – as you can see, even the experts cannot agree on it.
The same goes for the frequency of publishing content. When we first start creating content, it is hammered into use that regular posting is essential to keep your site fresh, relevant, and up-to-date. This, of course, is easy for some websites – media sites and large companies will have plenty to write about and will have the human resources to do so. However, smaller and less established businesses may struggle to produce content more than, say, once or twice a week. Is this going to harm their ranking?
Moz wrote a blog post entitled ‘The Perfect Blog Post Length and Publishing Frequency is B*******’ and what they point out – and what we agree with here at Content Conga – is that when it comes to quality vs quantity in business, how you cover the topic that you are writing about and how you engage and interact with your audience is the most vital thing. This is why many businesses turn to the copywriting experts to produce content – they know exactly how to use emotion in writing and how to get their points across in a meaningful way while still hitting the SEO targets. After all, you can post 2000 words of content every single day, but if people do not want to read it, it is pointless! Search engines do not look at the length of content either; they just want to show the most relevant and high-quality results for the search engine query.
However, when it comes to the frequency of posting, this can be a little more tricky. There is, as we mentioned above, no definitive answer, but we have to remember that content generally has a very short shelf life. Hubspot found that businesses that posted between two and four times a week saw much more in the way of inbound traffic than those who only posted once or twice a month.
This is why having a content strategy is important. It allows us to define a publishing schedule. The more often we publish, the more visible we are. It allows greater insight into what works and what doesn’t, drives social engagement, and brings traffic.
Plan your content strategy
The issue of quantity vs quality and what it means to produce great content shows just how important it is to have a quality content marketing strategy.
When you cover a topic, you need to make sure that you do it justice – which generally means covering it in great depth. Think about it – an engaging introduction, summarising conclusion, looking at it from various viewpoints, the provision of evidence and statistics, and other subtopics – it is going to be a pretty long post.
However, while that may be vital for information and opinion-type pieces, it may not be suitable for all forms of content. Take a recipe for example. If you are looking for a quick recipe online, what are you looking for? You want the ingredients and the methods; that’s it. You want those to be right at the top of the page and not have to scroll through an entire 1500 word essay to get to it. In this instance, short and sweet and very careful use of keywords is important. The same goes for product descriptions.
The length of your posts should be closely aligned with your content goals. If simple awareness and exposure for your business is your goal, a few short but well-written posts each month are probably enough. If you are concerned about page views, bounce rate, time spent on the page, scroll depth, and ad views, then longer and more frequently published posts are where you need to be focusing your time.
How to work out whether to focus on quality or quantity
While there are tools to help you, one of the easiest ways to do it is to search your keyword and analyze the top posts. See how many words they are and how well they cover the content. This should give you an idea of what to aim for.
So what is more important when it comes to content: quality or quantity?
There is no right or wrong answer, but we think the ideal balance is to post frequent and well-written content. How many words that may be depends on the individual piece of content. Remember, it does not necessarily have to be written; it can be video, infographics, podcasts, etc. You can also look at repurposing content – evergreen content can be refreshed and updated, statistics can be turned into an infographic. Work out the content that performs the best and use that in a variety of forms to reach everyone in your target demographic.
And, of course, don’t forget that you can outsource your content creation to Content Conga, where great content is guaranteed!