velocity

What Is Content Velocity? And Why Does It Matter?

Content velocity refers to how much content your brand is putting out over a given timeframe. While quality is crucial, quantity also matters. Research is consistently showing that more content can have a positive impact on your campaign and ROI. Your audience and customers are increasing their expectations, so having more content available may be just what they need. Customers want relevant content available on-demand, across all devices and whenever they need it. By putting out a greater volume of content, you don’t keep your audience waiting. The information they want and need is readily available. 

Benefits of High Content Velocity

Hubspot recently carried out a survey on over 7,000 businesses and their approach to publishing content. The survey found that companies who posted 9-15 blogs each month achieved twice as many leads as similar companies who posted only 3-5 times each month. Companies that published more than 15 blogs or articles a month attained five times as many leads as those that published less than 15 times a month. (Hubspot)

Faster Conversions

With high content velocity, you can speed up the buyer’s journey process. Customers who make contact with one piece of content and want to know more can, in the same search, move further down your marketing funnel by learning more about your brand’s products or services. Attention spans are becoming increasingly shorter, so if you can engage your readers now and keep them engaged, you increase the likelihood of conversion. 

Improved SEO

High content velocity improves your visibility on search engines. The more SEO-friendly content you post, the greater your chance of ranking high on search engine results pages (SERPs). With a higher ranking, you are more likely to attract high-quality leads and customers. Be consistent and frequent with your published content to improve your SEO. 

Improved User Experience

With a high volume of consistently delivered, relevant content, you improve the user experience. You have the content they want and need ready as soon as they want and need it. One study reports that a staggering 85 per cent of businesses face pressure to create content faster. (IDC) When content is readily available across multiple devices and in different forms, you personalise the user experience. Your strategy serves the user’s need for immediate content. Research has found that over 90 per cent of consumers are more likely to engage with a brand that offers a personalised experience. (Accenture)

Content Velocity vs Content Lethargy

The opposite of content velocity is content lethargy. Content lethargy can hinder your business growth. This happens when your content, such as ads, blogs, webpages, and other assets, are unorganised and inconsistent. There is no clear system in place for managing content. This takes time out of your strategy and campaign. The longer it takes you to find and organise content, the less time you have to spend on innovation, strategy, and other revenue-positive efforts. 

Content velocity, when high, involves well-managed collaboration between content creators, marketers, and designers. The collaborative effort between departments allows a business to manage its output from a centralised location and with diligent focus. When your team makes a collaborative effort to keep content velocity high, you deliver your campaign quickly and effectively, promoting significant business growth.

How To Calculate Content Velocity

There are several ways to measure content velocity. Some are simpler than others. The most straightforward way to do so is to use an online metrics tool such as SEMrush

The first step is to identify and gather all of the existing blogs and articles on a site. If you have been documenting your strategy, you will already know how much content you publish in a given timeframe. Still, it is worth analysing and measuring your output with a metrics tool. 

You can use content velocity measurement to measure your competitors’ output. You can use an online metrics tool to figure out how often your competitors are posting high-quality content. You might find that your closest competitors publish high-quality content three times per week, while you are only posting twice per week. If you find out this information about a competitor and find that they are outperforming you, you can adapt. You can adjust your strategy to publishing more content per week, thus matching and even outperforming your competitors. 

Why Should I Calculate Content Velocity?

When you understand the success rates of your competitors, based on their content velocity and campaign success, you can make a strong case for greater resources for your content creation. Suppose evidence stands that more high-quality content, posted in greater frequency, would bring in greater campaign success and increased ROI. In that case, you can speak to your executives and prove the need for more resources. 

Conclusion

Calculating content velocity can be time-consuming, but it pays off in the long run. It is always helpful to have as much insight into your campaign success and that of your competitors as possible. The quality of your content matters, but don’t ignore the importance of quantity. Consistent, high-quality content satisfies your audience’s wants and needs and can boost your overall campaign success.

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