It is safe to believe that we are constantly consuming quite a lot of content, consciously or subconsciously; either when we unlock our phones, switch on our television, or turn pages of our favorite reading materials. To add to the existence and even importance of content in our lives, we have also witnessed an ever-evolving discussion regarding whether the quantity of content is more significant than its quality. From a marketing point of view, there have also been certain arguments that the two aspects need to strike a balance as mediocre or low-quality content that is more in number would not suffice for profitable market situations and high-quality content with less or no banking cannot keep the target reach much involved.
However, even if a larger number of content banked for the target reach would be more engaging, would work for an already settled business venture, and would be able to make use of proper automated tools to boost the content, there are favorable reasons why quality wins in terms of content management to a certain extent. In the rat race of finding our niche and making our own mark in the content creation industry, it is important to not lose ourselves in the mindset of just creating and not impacting. For me, I believe that content consumption leaves a huge impact in people’s minds and it should be imperative in terms of the content creators to make sure they are promoting something qualitative and not just fitting in for the numbers.
The increase in the number of content created might take a creator to a level of recognition in the blink of an eye but setting our emphasis on creating less number of content but high-quality ones will ultimately take our production level to the extent of making a mark in people’s mind who’d consume our content. Furthermore, I think accepting content quality over content quantity comes with a process of realization and experience that we aren’t here just to compete but to set ourselves apart through what we create and what we market.
I would like to take the example of social media platforms like LinkedIn and Instagram where we come across several kinds of content creators who create various types of content in their own way. But do all of them have the same amount of followers or engagement? Not really. Almost 80 percent of the time we find the accounts with a higher quality of production winning at the followers list count. One would also raise the question of how they market their posts if they aren’t posting regularly. The answer is quite simple. The market and the brands who approach creators are very much aware of the fact that they want a face who can ensure high-quality promotional content rather than someone who usually goes after producing content in a large quantity but has no production value.
We are currently thriving in a social media space where there is already an overload of content but what makes the quality of the content more important is that it never goes unnoticed. Hence, it goes on creating a trust value in the minds of the consumers and they come back again and again expecting to consume more such quality content. The ever-lasting feeling that stays with the consumers intensifies their experience of content consumption.
Content quality and content quantity are like two sides of the coin of content management. Yes, to stay abreast of all the social media algorithms, one needs to be aware of the fact that a good quantity never fails to get engagement but what would set any creator or marketer apart is hands down the quality of what is being produced. Moreover, once it is established that the quality is top-notch, it has been recorded that the numbers always follow.