But first, how do we define content marketing? 

This strategic approach mainly concentrates on creating and putting around authentic, trendsetting, and consistent content to reach a specific and heavily targeted type of audience. Over the years, it has been proven that this cost-effective marketing practice eventually drives an impressive Return on Investment (ROI) rate. If you think that’s too good to be true, then let’s take a closer look at the ROI facts from well-known brands.

Fact #1: Kraft Foods, one of the largest food and beverage companies globally, says that its content marketing efforts generate the highest sales impact among other advertising strategies they launched in the previous years^[1]. 

Fact #2: When Xerox partnered with Forbes to commence an audience-targeted “Get Optimistic” content campaign, they ended up generating over 1000 new sales appointments and more than $1B revenue nine months after its initial execution^[2].

Fact #3: As a company highly engaged with its digital marketing efforts, Cisco decided to launch a new product only on its social channels, leading them to save over $100,000^[3].  

While many content marketing success stories like these continue to motivate marketers to elevate their content value, research from Zazzle Media pointed out that 60% of companies they surveyed still find it hard to produce valuable and consistent content. In the end, it all boils down to your execution strategies. Before we get into that, here are some ideas you can try for your next content campaign. 

Different Types of Content Marketing

• Blogging
  A blog is an article on your brand’s website or online writing platform where your market can learn more about your services or products in a relaxed and conversational tone.

• Vlogging
  A vlog is the audio-visual format of a blog. It shows a person, whether from your brand or customer, who creates content through video. Reviews are mostly created through vlogging, but anything that explains your brand’s services or products can be the gist of a vlog.

• Video Content
  Aside from vlogging which is more informal and usually involves a person to speak or explain, a video content has a graphic and creative element to your brand’s message that tends to be more engaging than a static content.

• Social Media Channels
  A social media channel is a website or application where users can freely create and share content as well as socialize with one another. Every business nowadays is expected to have a social media account for making themselves credible to the market.

• Webinars
  A webinar is a virtual seminar where you can invite your target market and help them further understand what you offer. It helps brands to directly answer the questions of the audience in real-time.

• Podcasts
  A podcast is a digital audio file usually released as a series where interested audiences can subscribe to or download if available.

• Infographics
  An infographic is a creative way to present data or information with the use of images, colors, and play in typefaces.

• Email
  An email is an electronic mail usually used by brands for their market who subscribed to their mailing list. An email is usually sent monthly or every time the brand has a promo or offer exclusively for the subscribers.

• Visual content
  Like infographics, a visual content is essentially a picture or image. It can be matched with a caption or words within the image itself to help the audience understand the content.

• Ebooks
  An ebook is an electronic book that can be accessed through desktop, tablet, or any devices that are suitable for the reader. It can be considered a more credible content since it is a digital form of a printed book.

• Slideshare presentations
  A slideshare presentation is a series of cards with infographics and visual content that give information to the reader or audience in an amusing way.

• Courses
  A course is a series of lectures or lessons that teaches a particular subject. Eventually, the course-taker becomes qualified when completing the lessons and passing the whole course.

• Free applications
  An application is a software that can be downloaded through mobile or desktop to connect with users. For businesses, an app can be helpful especially for e-commerce.

 ^{(Photo by Anna Nekrashevich from Pexels)}

Content Quality vs Content Quantity
Now that you’re well-informed about the definition and perks of content marketing, let’s move on to the root of the buzzing issue. To answer the question of which is better between high-volume content and high-quality content, we need to dive deeper into each of their definitions. 

While the term “quality” is undeniably subjective, the content quality approach solely focuses on fulfilling the preferences and opinions of your target audience. It may be executed in a lower volume, but it serves its distinct purpose for the right message to be heard by the right people. This type of strategy highly leans on the mix of trends and researched data rather than generating traffic.

On the other hand, the content quantity technique aims to create more content continually to maintain flow and attract more audiences. With numerous competitors lurking out there, especially in popular social channels, having consistency with your content releases will definitely give your brand an extra edge. Most of the time, this strategy is integrated with Search Engine Optimization tactics that will enable your content to rank higher in search engine results. 

Why does the quality of your content matter?
Although you need to generate traffic to guarantee an impressive ROI rate, you also have to engage with the right audience to make it work — something that only quality content could give to you. Here are some of the few reasons why ensuring quality will elevate your content value. 

1. It Builds Brand Awareness & Authenticity

As you may already know, we’re in an era where the amount of content available to watch, read or listen has become overflowing to the point that it exceeded the regular consumption level of most markets. While struggling to overcome this peak content phenomenon, the only way to differentiate your brand from others is to incorporate unique values into your content. 

You may not know it, but creating high-volume content with no element of distinctiveness will only add you to the sea of brands thoughtlessly promoting themselves on these high-traffic platforms. Once your marketing strategies start to focus on high-quality content, your target audience will inevitably perceive its values and give you the authority to be the brand that consumers rely on to answer their common queries.

2. It Generates Revenue

As high-quality content delivers more value and gives answers to the common dilemma in the industry, achieving added reach and exposure will naturally follow through. Given that relevant industry trends always have the most likeness to be spread online, the chances of turning these leads into revenue are higher than you expect them to be. 

Besides that, keeping your target market well-informed about recent trends will eventually turn to consumer loyalty, allowing you to be the top go-to solution whenever a new industry conundrum comes up. 

How does quantity affect your content value?

There’s no denying that you’ll need unique content to drive the right traffic, but you can’t really say that you can ditch the concept of content quantity altogether. Consistently increasing the frequency of your content releases will give your audience more reasons to come back and check out what you can offer. 

Here are a few statistical shreds of evidence from Hootsuite to further convince you that the frequency of your content heavily affects your content value. 

• Companies that post blog content 2 to 4 times a week gain significant inbound traffic increase compared to those that don’t. 
• Doubled engagement levels are observed with companies that post weekly on LinkedIn.
• Most active Instagram business accounts tend to post one content per day.
• More than half of purchases made by fashion shoppers are based on content posted on Instagram.
• More than 1.25 billion people use Facebook to watch video content every month.

The Balance of Both
At the end of the day, high-quality content still remains the most effective tool to build a strong brand reputation. However, you should also remember that consistency plays a crucial role in keeping your audience engaged with your content. 

To maintain the balance of both, the best you can do is prepare your content production ahead of time. By doing this, you won’t only elevate your content value in the long run, but you can also ensure high-quality output and seize the chance to be a consistent presence in the industry.

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Sevensharp Creatives elevates businesses from different industries to a whole new level! Our team offers 360 digital marketing solutions that includes the current online vital social media platforms, website design and development, software development, search engine marketing, search engine optimization, email and SMS marketing, photo and video shoot and more for small, medium, corporate businesses, and public entities. Get your free consultation with us to jumpstart your digital marketing journey! Contact us at +63 917 146 2603 (Viber, Whatsapp) or email us at hello@sevensharpcreatives.com.