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The battle of quality vs. quantity seems almost as old as time and has consistently been a conversation piece in hopes of determining a winner. The question one must ask is if there is a true winner or could balance actually be the key to success in this arena. When considering this discussion in the world of journalism the focus of each content creator needs to be finding the balance to increase their share of conversation while representing a unique point of view in order to differentiate their material from the multiplicity of competition.
There is no question about the need to avoid creating bad content; quality is the clear winner over poor material. It is more important to create helpful, engaging and even entertaining content which consistently lives up to the standards that brand reputation requires. Quantity without quality will always bring more harm than good to any brand.
This does not negate the value quantity brings to the brand; one great article each month is not enough to impact the brand with the decreased shelf life content has in the world today. Content is produced and shared at such a fast pace that longevity is not as extensive as it was in times past. The quantity of content needs to at least make a dent in the share of online conversations; at the same time a demand of high standards must be present with each piece that is pushed out into the online world.
These are two concepts which have great significance and ultimately decide the course and success of any product. While one should always consider excellence over numbers when producing content, it is equally important to realize people are also looking for quantity. In order to achieve true success one must find balance to maintain quality while producing the desired quantity.
Quality is expressed in terms of relativity while quantity is represented in absolute terms. Prior to pushing out a huge number of articles one must first determine how relative the material is and how it will impact the content mill that is already overflowing with information. The key to success is remembering that quality gains momentum in the company of quantity.
Simply stated, the quality of each publication is of great importance but it is equally vital to remain in the memory of the reader by producing a certain quantity of articles. Here are a few points to consider when aiming to consistently create high-quality content:
Analyze Important Characteristics for the Audience: Review past content and note which pieces performed the best and generated the highest results. Check the views and engagement metrics such as social media shares. The key is to identify what ranks well with the targeted audience and emulate those characteristics in future content.
Establish Realistic Benchmarks: Set achievable goals that will allow the best opportunity to stick with the commitment in order to produce the required quality and match the desired quantity of content. Review what it took to produce the articles which performed the best and set the benchmark accordingly. It is important to track the performance of content to make sure quality does not suffer in the process of reaching the benchmark numbers.
Never Sacrifice Quality for Quantity: A commitment to quality usually translates to more time being spent on each piece and may mean sacrificing the amount of content produced. As long as content is consistently being produced, surrendering partial quantity for the sake of quality will actually enhance the overall brand.
Adhere to Established Guidelines: Improvement to quality is only possible when there is a commitment to guidelines. This means the established guidelines should always be followed during the content creation process. Producing high-quality content means it addresses the needs and desires of the target audience, is enjoyable reading and is presented through excellent writing according to the required guidelines.
The quality vs. quantity debate seems to be a never-ending source of contention. Content which excels in quality is most important from a leadership perspective as it relates to brand management. The struggle often arises with the need to regularly produce content in order to compete for higher search engine rankings. The balance is simply refusing to dilute high-quality content with mediocre output in hopes of producing more quantity.
Opinion by Cherese Jackson (Virginia)
Photo by Jana – Flickr License