The quality vs quantity debate has raged since the dawn of marketing. The average social media user now sees an eye-blistering 4,000-10,000 ads per day! Of course, we don’t take notice of all of these – it’s estimated that our now-blistered eyes catch around one hundred and fifty and only engage with around twelve.
So, in theory, to dominate the advertising world, all we need to do is pump out so many adverts, blogs, social media posts, and other content so that we drown out all of our competitors, right?
On a practical level, this doesn’t work as many of us are small fish swimming in a very big ocean and overwhelming some of our more leviathan competition just isn’t feasible. Aside from this, on a personal level, this approach can seem like we’re spamming our audience, which leaves a sour taste and reduces interest in our company.
This blog will explain how quality and quantity can exist in your marketing campaigns, demonstrate the case for each, and how they will, in turn, benefit your business.
The Case for Quality Content
Quality Written Content
Each page you publish is an opportunity to rank on the search engine results page (SERP). It is a fantastic way to drive organic traffic to your website – if the quality is right. The search engine overlords (mainly Google) have very smart algorithms in play, and these artificial minds are very good at ascertaining quality content and ranking you accordingly.
Great quality content is evergreen, meaning it stays relevant, and once it’s up, it should provide a stream of traffic for a long period of time without needing too much maintenance. However, research by Hubspot has shown that blogging quantity directly correlates with lead generation, as shown in the graph below:
So, in terms of written content, both quantity and quality do matter. It’s not a case of choosing one or the other – you have to work out what your business is capable of producing. If you decide to stretch your team and churn out low-quality content (or worse, outsource it to a content farm), be prepared for this to have a lesser impact on your audience. If your output is low but quality high, be mindful that you will have minimal content to recycle into newsletters and social media posts. It’s all about finding the balance between the two.
Quality vs Quantity In Adverts
Attracting attention is the only currency that matters in the world of advertising. If you don’t get attention, you don’t get clicks. If you don’t get clicks, you don’t get sales. Simple.
Your customers are discerning – they can afford to be with the number of companies vying for attention. Unless you’re the only company in the world selling a particular service or product (spoiler alert: you’re not!), your adverts need to stand out. People need to know why they should choose you over your competitors, and quality advertising is one of the best ways of ensuring this.
According to one study, 52% of respondents are more loyal to a brand that focuses on quality and understands their needs. Therefore, it is critical to your success to focus on providing exactly what your consumer wants. This should not only translate into sales but also valuable word-of-mouth recommendations.
The great news about digital advertising is that you can find what works best for you relatively cheaply. If you’re unsure, we’d recommend running A/B split tests of different marketing options to see what sort of action yields the best results. And remember to make sure you’ve got your KPIs predetermined and tied to specific goals in your marketing campaign ironed out before you do any of this.
Still Picking Sides?
It’s not enough to simply pick one side and stick to it – the digital landscape is dynamic and constantly shifting, and as such, you can’t afford to be static. It’s most important to find a balance point to help get the highest ROI for your campaigns. It’s much easier to measure the effectiveness of your advertising campaigns vs the impact your written content is having, but it is possible to stay on top of both.
Ultimately, you need to ask yourself how this campaign fits into your goals and how it fits with what your customers want. Do you want people to become more aware of your brand in general? Do you want to gain a huge database of potential customers or a smaller list of people who are definitely interested in what you offer?
There is no silver bullet or magic formula to advertising – it’s on you to decide how you measure successful campaigns for your business.