In my last post, I touched upon how some B2B marketers have a propensity for creating lots of low-quality content, when they would, in fact, be better served by creating less content, but making it of a higher quality.
There aren’t too many situations in which “quantity over quality” is a creditable approach, and content marketing isn’t one of them. Yet, time and time again I’ll see businesses churn out tonnes of irrelevant content, just because it makes them feel better.
It certainly does your clients and customers no favours, who might even be inclined to mute you if you become too much of a nuisance – or worse, stop doing business with you. A study by IDG, highlighted by the Business 2 Community website, shows that 79% of IT buyers say that the level of content relevance affects the vendor’s “likelihood to make the short list”. In other words, if your content is deemed irrelevant, regardless of how much content you produce, you’re not going to be put under consideration.
It gets worst for B2B marketers who adopt the “quantity over quality” mantra: a vendor is 25% more likely to be dropped from the shortlist if its content does not meet a minimum level of relevance.
With that in mind, Business 2 Community offers up five principles for content generation going forward:
1. Let your customers’ problems shape your content strategy, therefore guaranteeing that your advice is going to be pertinent.
2. Be ruthless when it comes to coming up with topic ideas, don’t green light an idea unless you’re sure it serves a purpose.
3. Be clever when you are repurposing content, don’t just rehash an old piece for the sake of getting something written.
4. Regularly audit your content by ranking it based on usage and cull your unpopular content.
5. Drop the distribution channels which aren’t producing the results and focus on the ones that are.
However, while I’m advocating for less content to be created, there isn’t an exact number that can be put on a content marketing campaign. You need to find out what content frequency works best for your audience – daily, weekly, monthly – and what type of content works best at those times (news, blogs, in-depth research and so on). Let those findings dictate when and where you should be posting content.