Content Marketing: Quality over Quantity (Less Can Be More)

In the world of competitive B2B demand generation it seems like “the more the merrier” is the motto for content marketing. So, can you ever have too much content?

The answer is no. But you can have too much watered-down, mediocre content that can overshadow killer quality content. Demand generation marketing is all about providing fresh, personalized content that is relevant for leads and prospects. In the battle of quality versus quantity, striking a balance between the two can be a challenge.

According to a HubSpot benchmark, companies who increased their blog post frequency from 3 to 5 times per month to 6 to 8 times per month nearly doubled their lead generation. However, this doesn’t necessarily mean increasing quantity will improve your company’s lead generation. Often times the increase in content helps with search engine rankings, but at the cost of shorter, less creative content. To strike a balance between quality content and having ample quantity to effectively increase demand generation, businesses should focus on planning ahead, telling their story, and engaging with their audience.

Plan Ahead
Create a content calendar to not only meet the needs of your business, but to brainstorm original content marketing ideas.

Content calendars are the perfect place to map out a thought leadership strategy to produce content pieces that focus on different themes and seasonal topics. Additionally, you can ensure you are creating a variety of engaging content pieces from blogs to infographics and video or even eBooks. Although, you want to leave some room for flexibility and spontaneity, it is important to have a plan in place so you know what topics and themes you will tackle throughout the upcoming months to give enough prep time before the deadlines roll in.

Whether this is a three-month content calendar or an annual calendar, it will allow your team to stay on track and be accountable for consistently adding new content to your website. Plus, it will give you an idea of what content works and what doesn’t as you look back at previous content pieces. This can give you insight on topics that should be expanded or pieces that can be repurposed.

Tell Your Story
Every company can push out the same old blog post speaking about their products and services. However, you do not want to get lost in the sea of online message out there today, so rise above the noise and do something a little different to stand out from your competitors. Come up with original material that only you can provide!

Develop unique content that targets your customer’s business challenges and presents your solutions by telling your story rather than yelling your sales pitch. This can be done by interviewing your employees, sharing stories of client success, challenges your business has overcome, obstacles you see in the future, and how you plan to solve them.

Treat it more like a two-sided conversation rather than talking at your potential customers. Get inside their heads and figure out the questions they would be asking about your products and services, so you can provide them with the answers in an easy and clear format. In the end, you will find this strategy produces content that is more actionable and interactive.

Create Engagement
Each content piece in your demand generation marketing campaign should encourage your potential leads to engage further with your business. The content you publish should make the user on your website want to share their find, pick up the phone or open a new email window.

Linking to your contact page, making the content easily shareable across social channels, and asking for feedback can all create engagement between potential leads and your business. If your business writes a “how-to” article, make sure your readers know they can contact you for further assistance and advice. If your content delves into a change in the industry, ask your clients to add their own perspectives and start a dialog.

Any encouragement to engage with your content will add momentum toward leads taking action with your company. The phrase “content is king” was coined by none other than Bill Gates, one of the world’s leaders in business and technology. And Gates is right, having fresh and original content makes a company’s website more valuable than having a wealth of shallow articles.

In this case, having less can be more.

Do you agree that content is king? Have you been utilizing content marketing to increase b2b demand generation? Share your tips for quality content marketing by commenting below or let us know on LinkedIn

Written by: Ken Bonham
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