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Convincing clients / bosses to prioritise quality over quantity of content is tough.
Here's a way of framing it that I've found usually works.
[THREAD]
Here's a way of framing it that I've found usually works.
[THREAD]
The quality of your content = the quality of your audience.
People say that publishing crappy content doesn't work these days.
But it does.
People say that publishing crappy content doesn't work these days.
But it does.
If I posted generic marketing advice on Twitter / LinkedIn five times a day for the next two years I'd get followers. 
If I published tons of content targeting the right keywords x5 a week for next two years I'd get traffic.
If I published tons of content targeting the right keywords x5 a week for next two years I'd get traffic.
But that audience / traffic would be low-value.
ie. No decision-making power, unlikely to ever buy.
ie. No decision-making power, unlikely to ever buy.
If I published awesome content on a less frequent basis, I'd get a smaller audience.
But that audience would be high-quality.
ie. More knowledgable, more influential, more likely to buy.
But that audience would be high-quality.
ie. More knowledgable, more influential, more likely to buy.
From a marketing POV, this is important.
Audience quality = better lead-to-customer and email metrics.
Having a CRM full of people that don't want to be there is a nightmare.
Audience quality = better lead-to-customer and email metrics.
Having a CRM full of people that don't want to be there is a nightmare.
So the question isn't quality vs quantity.
It's what kind of audience do you want to end up with?
When you frame it that way, prioritising quality is a no-brainer.
Hope this helps.
Got any other interesting thoughts?
It's what kind of audience do you want to end up with?
When you frame it that way, prioritising quality is a no-brainer.
Hope this helps.
Got any other interesting thoughts?
