There’s quite a bit of talk these days about quality vs. quantity when it comes to our content strategy. The discussion usually centers on the question of how much content we should we publish. Sometimes the question is channel-centric: How often should we blog? How often should we tweet? How often should we email?
These are the wrong questions to address the quality vs. quantity conundrum. The main issue isn’t how much content we should publish or where we should publish it. Rather, we need to ask, How much content should we create to begin with?
I was having this discussion at a client advisory. The practitioners in the business were frustrated because they were constantly behind the proverbial eight ball when it came to getting their content out to various channels. The content team told me, “It’s hard for us to maintain a strategic editorial calendar because we’re bombarded with content from every product group. Everybody wants their stuff out on all the channels we’re managing.”
Here’s the thing: If we keep creating the same amount of crap and just dam it up in front of a workflow that filters the best to the channels, we haven’t solved the quantity vs. quality challenge. Well, to be fair, we may have solved some of the demand side – assuming that some of what gets published is remarkable.
More importantly, we shouldn’t have created most it to begin with. Solving the content quality vs. quantity challenge isn’t about choosing which content to publish – it’s choosing which content to create. More accurately, it’s about choosing which content NOT to create in the first place.
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