Content Quantity Versus Quality

December 28, 2012

How much content is too much content? Take a look at the picture. This is from a local bookstore here where I live in Mountain View. How many Hobbit books can there be? I was reminded of this again as I read Michael Brenner’s post about the “content echo chamber” hitting spot on something that is happening in the ‘content marketing world’. Good content vs boring content.


Hobbit books by Daniel Kuperman

The tower of Hobbit books

Keeping Your Content Fresh

When talking with other companies about content marketing, the discussion is often steered to how much content to create. All the ideas start flowing and the great topics that will make prospects notice the new product being launched. Only to dawn on everybody that with a staff this small there is no way we can pull it off. Then I like to raise my hand and ask them to rethink their content approach. Is more content the same as good content? How about instead of trying to write blog posts every day, host webinars every week, and create new whitepapers every month we just stop to think about the following elements:

  • What is the message?
  • Who do we want to reach with our message?
  • Why is this message important for this group of people?
  • What is the most effective way to reach them?

I also like to ask something like “if you only had resources (budget, staff) to do one content piece, what would it be?”. The idea is not to do less content, but to do better content.


Your Marketing Focus

December 5, 2012

Out of Focus by Tim Cummins @ FlickrWhether you have 5 or 50 people in your marketing team odds are that the demands for more whitepapers, a new website redesign, additional email campaigns, and overall more content creation are increasing. If recent reports like this one are any indication, marketers across the board are being pressured to produce more and more content.

How do you do it? The answer is focus.

The marketing focus I am talking about is not the concentration of all your efforts into producing content while forgetting everything else, but rather the focus of knowing exactly what type of content to produce.

I’ve seen big and small companies alike fall into this content creation trap. It starts with a brainstorming session to talk about all content that should be produced, followed by assigning priorities to each content piece and getting it in a schedule with respective owners assigned.

What’s wrong with this approach? It misses the point entirely. FOCUS means understanding what message you need to tell, then focusing on the story and making sure each content piece created tells and reinforces the same story.

It is less about creating a lot of content for creation sake but creating content that helps your audience (i.e. prospects) understand why your company is different and what story it is telling. To do that I like to ask marketing teams to get out of the brainstorming of content types (videos, whitepapers, ebooks, etc.) and think first of the topics, themes, or high-level stories that have to be told. Then we figure out which types of content will help tell that story. We focus on how to tell the story and disseminate the story so that we reach the higher number of prospects instead of just trying to create content like crazy.

Focus is the name of the game if you want to get more done with the same resources.

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