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When it comes to content, it’s easy to think that the more you write, the better off you’ll be. While this inherently makes sense, it’s not always the ideal situation. More is really better in the context of digital marketing. In fact, there is a diminished return associated with having “more”.<\/p>\n
It’s always a good idea to focus on the content marketing strategy first, and then determine content frequency after that. Strategy wins over volume every time, which means that more care needs to be taken to develop a great strategy than a disjointed approach to content development.<\/p>\n
Search algorithms have evolved and reword content that is of a higher quality. They are looking for depth, expertise, and content that encourages engagement. Content schedules that tend to focus on quality release fewer pieces, but the ones they do release have the depth and expertise that are valued. A single, well researched piece will pull favor over several pieces that are a bit “thinner”, meaning they aren’t as well researched or go into depth.<\/p>\n
Content that is written with deliberate intent tends to perform better from a digital marketing perspective. It needs to have clear messaging, organized structure, and definitely deliver value to the reader. This is what builds authority and volume has nothing to do with it.<\/p>\n
Having more content isn’t necessarily a bad thing. Large volumes, generally speaking, make you more visible. However, you do more harm than good if the volume reads as disorganized. Repeat titles, content that is poorly written, and content that doesn’t quite align with the business goals and the audience, are all signs that the strategic focus was\u00a0sloppy.\u00a0<\/em>This is why we caution against volume alone.<\/p>\n This is also why having a solid content marketing strategy is so important. It prevents the sloppiness that we often associate with volume. It builds cohesion and it creates intention. When your efforts are intentional, it strengthens the plan. Because you have cohesion, if there is also volume, that is a double win.<\/p>\n When you have a strategy driving content creation, this strengthens your brand. this is because you start publishing with purpose and intention. When you do this, your audience will resonate and begin to genuinely enjoy your content. Over time, they will anticipate when new content gets released and may read it again. This builds your brand authority and even marks you as a thought leader.<\/p>\n The reverse if this, when you post content without a strategy, create the opposite. Your content may feel disjointed. It may not even resonate. The only way to really take advantage of your content marketing is by developing the strategy first and then creating the content. And to develop it, you should measure it against the business goals, as well.<\/p>\nStrategic Focus Strengthens Brand Authority<\/h3>\n