Quality vs. Quantity
While working with clients, I am constantly asked how often to publish blog posts. I am always conservative with my answers because most of my clients are already strapped for time and need to start with baby steps. I tell them that they should post no less than once a week with a few times a week being ideal. Of course, you can imagine the panic when they hear me say multiple post a week is the goal. This is usually due to the fact that they can’t imagine they can produce enough content to achieve this goal.
This article was brought to my attention by Priya Ramesh. What it shows is the correlation between number of blog posts per week to customer acquisition. The more posts per week, the higher the percentage of customer acquisition. I’m not sure how I feel about this survey since it is was based on a survey of only 231 marketers, but the results do prove that using a blog is effective to acquiring clients. Of those surveyed 69% were involved in business to business, so this number is encouraging to that sector that is more hesitant to add blogging as part of its marketing.
Image from Hubspot
My takeaway from this is that blogging is, indeed, an effective tool, but I’m not going to tell my clients that they HAVE to become a publisher and pump out multiple posts every day. I will also continue to stress quality of posts over quantity. For small companies, without a dedicated marketing department or writer, producing posts can be a difficult exercise for them. This is why I believe, for them, it is more important to put out one quality post a week that resonates with readers rather than a lot of hurried, irrelevant posts. I find over time, clients can increase their frequency and that is always the ultimate goal.
Yes, of course I believe if you are able to produce more that is better, but still quality prevails over quantity. So where do you stand on the quality versus quantity debate?
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Comments
First let me just say that Jess is completely insane…
Anyway, that said, I think quality wins every time. Your blog should educate, empower and inspire. If you are blasting content just to blast content, you are missing the point.
Be a leader in your industry. Be the blog that others look to for information or inspiration.
[...] about blogging, they often worry about how often they need to publish to be effective. I did a post regarding my thoughts on a survey that basically says the more posts a week the better conversion [...]
[...] about blogging, they often worry about how often they need to publish to be effective. I did a post regarding my thoughts on a survey that basically says the more posts a week the better conversion [...]
I’m always kind of suspicious of HubSpot, so I take their data with a grain of salt.
Anyway, that said … The graph may be accurate. However, I’d be more interested to see how blogging impacts customer/audience RETENTION. I frequently unsubscribe from blogs that post more than once a day. For one thing, I can’t keep up with it. For another, it seems that once a blogger reaches a certain threshold of posting frequency, they begin recycling content and it’s just not interesting to read anymore.
As info overload becomes increasingly stressful, I think most companies would do better to choose quality over quantity.