Sky Marketing strives to be Pakistan's biggest real estate developer ever, guaranteeing the highest international standards, prompt execution, and lifetime customer loyalty. With projects http://www.skymarketing.com.pk/islamabad/capital-smart-city/
The million dollar question: Is it better to produce high-quality content or to produce a high volume of content that is possibly of lower quality?
The arguments in favor of producing high-quality content are:
- They are of greatest value to the reader.
- There are more opportunities to include back links and, thanks to this, have better performance in Google.
- It is shared and cited more frequently.
While the arguments in favor of the high volume of content are:
- There are more and more reports that producing more content results in more leads.
- More content means more traffic to your website.
So, as all content creators have the same 24 hours a day, I want to help you decide what is the volume of production you need to get the best results for your business.
Content Marketing: determine your goal
First of all, aligning your content strategy with your primary marketing goal is the first step.
- If you want to build authority and credibility, you must produce high-quality content, even if it is less frequent.
- If improving your search engine ranking is your most important goal, high-quality content is more beneficial.
- If you want to increase traffic to your website, a high-volume approach can be a smart move.
- If your main goal is to generate a high volume of leads, increasing the volume of your content is ideal.
Once you have defined the main objective of your content strategy, it is time to design it step by step:
- Build your team
At least you are going to need these people:
Copywriters to write the content (note that quality comes from here. Prepare your budget to hire the best writers you can).
Publishers to make sure the content isn't cluttered with finger errors, as well as publishing the content when it's ready.
Designers to create graphics, design eBooks, gifs, Call To Action and, in general, everything that makes your content more attractive.
- Design a content plan for each buyer persona
Each type of buyer has specific needs at each stage of their shopping journey, and certain types of content work best to meet those needs.
Take each of your buyer personas separately and map their needs during the exploration, consideration, and decision stage.
In this way you will have a more concrete vision of how many topics you should address and the extent of them.
- Create an editorial calendar
Once you know who is doing what and you already have an idea of what content you need to generate for each buyer persona, it's time to schedule everything.
Create an editorial calendar that spans at least the next 3 months. This can be done in Excel (or Google Sheets) or in a more powerful planning tool like CoSchedule or Contentools.
In this editorial calendar you must determine what content you are going to create and when. Do not focus exclusively on creating content around the purchase stages of your buyer personas, also take into account important events and dates of your company and your industry.
With an editorial calendar that covers the buyer journey and the events that happen around your company, you will be able to:
- Warm up prospects for a new product with a series of articles on your blog.
- Announce a congress with a guide for the event.
- Present new features with an interactive infographic.
Don't forget: high volume doesn't mean low quality
When you choose to produce a lot of content, there is always a downside: your team will have less time and resources to create high-quality, in-depth content.
However, with the right strategy, you can enjoy the benefits of generating high volume without damaging your company's reputation. Get the ideal team, create a content map aligned to the buyer journey and generate a well thought out editorial calendar.
Although the high volume of high-quality content requires a significant financial and human capital investment, the results of traffic and leads will be reflected for your business.
Resources:
PROMPT EXECUTION, AND LIFETIME CUSTOMER LOYALTY
Pakistan's biggest real estate developer ever
