Quality is always more important than quantity when it comes to content marketing. Yet what if you could get both, while at the same time saving time? With proper planning, this can become a reality, Björn Owen Glad writes.
We live in a deluge of content – full of delights, but also full of debris.
For many involved in marketing, the balance between quantity and quality is difficult to manage. Requirements for constant updates, with more content, more subject areas for more target groups means that quality sometimes suffers.
However, quality and quantity are not opposed to each other. It is possible to create very high quality content. But it requires planning.
Creating more content with better planning
Robert Rose, Chief Strategy Officer at the Content Marketing Institute, advocates that one should ‘produce the minimum of content with the maximum of impact’, meaning that the amount of content in itself is not a factor for success.
The fact remains that one brilliant article or one exceptionally good video, published every two years, is inefficient marketing. A certain measure of quantity is crucial to your success.
At Content Marketing World, Amy Higgins, Senior Manager of Social Media at Zendesk, gave a widely appreciated presentation on how to effectively re-use, recreate, and customise content for different channels, audiences and purposes. The result will be more content, while maintaining quality.
Amy Higgins compares her strategy with a solar system.
- Content marketing planets. In the middle is the sun – in this case the largest, most comprehensive and elaborate constituents. This can be an e-book, or perhaps a complete guide in a particular subject area.
- A number of planets circulate around the sun. They are fragments of the original content and may consist of white papers, blog posts, videos and events. These content-parts stand on their own feet, and their purpose is to encourage one to dig deeper into the original content (or why not download?)
- A series of moons are created around the planets – small blog posts, infographics, short videos etc. that should entice recipients to other content.
- Finally, Amy Higgins imagines a huge array of stars – blog posts, posts on social media, photos, infographics etc. – their purpose being to act as a first meeting with the recipient.
Planning is the key to success
The first elements that greet the recipient of Amy Higgins system are the stars, the smallest fragments of the original material. These however, are created last.
Everything is dependent on the huge amount of work that goes into creating the e-book or guide. Here are all the tailored facts, new theories, new technologies, current survey results and other content that will make the material relevant for the target audience for a long time. You create a whole solar system of content from this material.
Each chapter of the e-book can be a white paper and a seminar. Each seminar can become a webinar and a filmed statement. Every question asked during a seminar can become a blog post. Each statistical part of the e-book can become an infographic, a blog post and a video.
It’s just your imagination – and the quality of the original material – which sets your limits.
Limited resources and reasonable goals
Amy Higgins theory is effective and is also scalable. Her example during Content Marketing World was advanced, with hundreds of different content elements. However, solar systems in the model can be different sizes and made up of different quantities depending on the resources you have.
Maybe you can complete a project like this in a year? Maybe two? Perhaps you wish to publish material every day or every week. Your resources and your goals will determine how large your project can and should be.
The only thing that is certain is that you’ll create more content of higher quality if you plan it carefully, making it scalable, adaptable and able to be re-used.