Content CreationMarketing Strategy

How to Convince Your Boss to Choose Quality Over Quantity

By October 2, 2014 No Comments

As the old saying goes, you really can have too much of a good thing. And, for some marketers with content marketing machines at full throttle, it can seem like there’s just too much content to effectively distribute.

Now, it’s worth noting that creating enough content is still one of the top struggles of content marketers. If you’re part of this majority, check out the content pillar approach, which is a great way to fuel your marketing channels with just one major content asset.

But if you’re a member of the crew that’s drowning in content, you’re not alone.

In marketing circles, the debate over quality and quantity is alive and well.

The most common advice? “Do both.” Well, as my colleague Jean likes to say, this is a typical non-answer answer. And yet…it does depend on the needs of your organization, and your goals for your content operation.

But if the quantity is there—to the point that you’re sacrificing quality—and your boss is committed to a “more, More, MORE!” approach to content, then this post is for you. 

Here are a few ways to argue for slowing down the content creation machine to focus on creating better, more strategic content.

Up to 70% of Your Content Isn’t Getting Used

One of the best ways to make the case for less content that’s more effective is to show your boss how much content is just sitting on digital shelves gathering dust. SiriusDecisions estimates that 60-70% of B2B content at enterprise organizations isn’t getting used. That’s right—the majority of the content you spend time pumping out isn’t even used by sales and marketing. That’s a whole lot of wasted time and resources.

 60-70% of B2B content at enterprise organizations isn’t getting used.

So how can you show your boss just how much content you already have? Perform a content audit—something you should do anyway if you haven’t already. And, luckily, the process doesn’t have to suck. An audit will show you exactly how much content you have, where it lives, and how you can strategically fill gaps and/or repurpose assets that performed well for your organization.

More Does NOT Equal Better

Choosing quantity over quality is a bad marketing habit we need to break. There’s an avalanche of content being pumped across digital channels from brands, news and media outlets, your friends and family. And if you’re just adding to the chaos instead of strategically targeting your audience with information they truly care about and want to engage with, then you’re not going to see results.

27,000,000 pieces of content are shared each day. No one’s looking for more content. But everyone’s looking for interesting, valuable, well-done content. Slow down and figure out exactly what resonates with your buyers. Focus on content that stands out from the deluge, then take the time to do it well.

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Strategy Increases Results

Marketers who report having a documented content strategy are far more likely to consider themselves effective (66% vs. 11%). So how do you become more strategic in content creation? By listening to the needs of your buyers, identifying content gaps, then aligning every content asset you produce to a sales stage and buyer persona.

Content marketing leaders are nearly 2x more likely to align content with sales cycle and buyer personas

Does establishing this kind of process take time? Sure it does. But it’s this kind of aligned, strategic content that separates the best from the rest. Content marketing leaders are nearly 2x more likely to align content with sales cycle (52% vs. 27%) and buyer personas (38% vs. 20%).

Then, once you’ve created content that speaks directly to specific needs for different sales stages and personas, it’s much easier to implement more targeted content distribution.

No one wants to create valueless content—it’s a waste of your time and resources. Let your boss know there’s a more strategic way to build a content operation, one that will actually impact your bottom line.

Anne Murphy

About Anne Murphy

Anne Murphy is the former Director of Content at Kapost, makers of content marketing software. She oversaw the Content Marketeer, a marketing blog dedicated to the art and science of content creation. Follow her at @amurphias.