Anyone who knows anything about digital marketing knows that content is king. You could have the best product or service in the history of humankind, and you would still flounder for conversions if you lacked the ability to discuss, describe and detail it properly. However, this brings rise to a common misconception: if content is the most important thing in any online marketing endeavor, from SEO to special offers, then more content must get more results.
The Drum reports that the role of content is contingent upon the goals of the company. In general, content should be crafted in such a way that it drives engagement and customer interaction, whether that’s by asking questions, hosting competitions or even forms that result in user-generated content. The focus here isn’t on how much content a company can push to visitors and customers in a given period of time, but rather the quality of that content based upon their goals. If your brand is seeking consumer opinions for an upcoming product line, then your content should be all about getting customers to talk to you; on the other hand, if you’re currently in the process of marketing that new line, the goal is to get customers to see and buy your product. Both of these goals require customer engagement, but the former is more interactive than the latter, and the latter requires more organic selling tactics than the former.
The point is that creating a high volume of mediocre content may get more clicks, but a smaller quantity of excellent content will turn those clicks into conversions more often—but this doesn’t mean sitting on your next blog post until you consider it a masterpiece. While quality will always win over quantity, there is a certain unspoken quota that must be met to maintain customer engagement and garner interest from week to week. It’s a balancing act—your content will never be perfect 100 percent of the time, but you can’t consistently put forth subpar content or you risk losing the faith of your customers.
An easy way to reach your content quantity quota without skimping too much on quality is to follow a simple rule of 2-4-6.
- Two social media posts per day, one to Facebook—with the Huffington Post reporting 1.35 billion active users on the social network every month, you can’t pass that one up—and one to another network such as Twitter, Pinterest or Tumblr.
- Four blog posts per month to your personal company blog.
- Six comments, shares or likes to grade the content as “successful.”
While you always want to aim for more than six, maintaining this level of customer engagement consistently will help increase your overall customer response; every post that gets six shares is seen by a minimum of six new people on your social network, while six comments gives you six opportunities to engage directly with your audience, and six likes proves that you’re putting out content that people want to see. Maintaining these figures over a long period of time will help you to grade the quality of your content according to you customers’ preferences and make changes to your method and direction accordingly over time.
It’s easy to maintain the balance if you have figures in mind, so changing this method to suit your current stage of engagement is easy. Many small businesses prefer 4-8-16, or even 5-10-20 to help monitor their balance. Find one that works for you, and keep up that quality without dropping the ball on quantity.