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  • Bryan Fittin

Content Quantity Vs. Quality When Achieving Your Company's Goals







Summary

In this episode of Rogue Creators, Bryan Fittin and Loren Lewis talk about which factor is more critical to a content strategy: quality or quantity. Tune in to hear them discuss why quantity-based strategies aren’t effective anymore and how you can improve the quality of your content. You don’t want to miss this informative episode!


Shownotes

(1:13) What are you obsessed with?

(4:00) Quality vs. Quantity

(5:46) Quality is subjective

(10:31) Make analytics sexy again!

(11:41) How to make quality content


Links

Bryan Fittin

Loren Lewis

Quotes

I feel like a lot of companies were doing anything and everything to get the content out there and it was content that didn’t matter. And so, your feed was just clogged with stuff that you didn’t even care about. So, I’m actually enjoying that they’ve prioritized in the algorithms more quality content and really been more about the viewer than the company.” (5:09)


I think you just constantly have to be testing, you have to be serving, and you have to be listening to your audience.” (6:45)


[One piece of advice] that we give to companies that are starting out with their social media marketing is to choose two platforms that you believe your audience is on and really focus there instead of trying to do it all. That way you can actually be consistent and you can also provide quality content because if you’re trying to do it all, a lot of times you’ll burn out within a month.” (8:11)


[The platform is] going to be pushing particular features, and so if you’re not using those features, that might be the first problem.” (11:49)


Don’t focus on your competition; focus on your consumer.” (15:54)


Blog

What does your content strategy look like? One of the most common conversations we have across the industry is about content strategies. Is it better to focus on generating as much content as possible, or should you focus on creating fewer, more engaging posts? The discussion always comes down to a simple dichotomy: Quality vs. Quantity.


Which strategy is better for your business? Sometimes, our answers to these types of questions are nuanced but lead to an unsatisfying conclusion that it depends on your brand and your audience. However, today the answer is straightforward. Quality content outperforms quantity within today’s algorithms.


I feel like a lot of companies were doing anything and everything to get the content out there and it was content that didn’t matter. And so, your feed was just clogged with stuff that you didn’t even care about. So, I’m actually enjoying that they’ve prioritized in the algorithms more quality content and really been more about the viewer than the company.” (5:09)


In the days of social media’s adolescence, quantity outweighed quality. Consistently getting in front of your audience was the goal then, just as it is now, but the strategy to do so has changed dramatically.


Why has the strategy evolved so drastically? It all comes down to the introduction of algorithms. Previously, social media timelines were organized in chronological order, meaning that users saw every post from the accounts they followed.


The introduction of algorithms brought an enormous change to users’ feeds. Timelines are no longer organized strictly chronologically, but instead, they are composed based on which content is receiving engagement from other users. Because of this, brands’ content strategies are forced to shift from creating high quantities of content and focus instead on creating quality content that will engage an audience.


So, what makes quality content? Unfortunately, we don’t have a straightforward, step-by-step solution for you because quality content is subjective. Your audience determines quality, and each audience is different. Because of this, you must be plugged into your audience and have a firm grasp of what they are looking for.


Don’t focus on your competition; focus on your consumer.” (15:54)


While we can’t tell you exactly what your audience wants, we can help you figure it out for yourself. Check out these three tips for making quality content that will engage your audience.


  1. Understand the Platform: If you want your content to stand out, you need to understand what types of posts are seeing success on your platforms. Each social media platform is constantly changing, and the algorithms promote different types of content over time.


[The platform is] going to be pushing particular features, and so if you’re not using those features, that might be the first problem.” (11:49)


For example, Instagram is currently pushing all of its video features, so posting a Reel or IGTV video is more likely to be promoted organically than a photo.


Because these platforms are constantly changing, we recommend sticking to two social media sites. Especially as you are starting, keeping up with more than two platforms is nearly impossible.


[One piece of advice] that we give to companies that are starting out with their social media marketing is to choose two platforms that you believe your audience is on and really focus there instead of trying to do it all. That way you can actually be consistent and you can also provide quality content because if you’re trying to do it all, a lot of times you’ll burn out within a month.” (8:11)


  1. Use Analytics: So many companies pay money for analytics but don’t do anything with the information. These analytics are often the key to a successful social media strategy, as they let you know what your audience is interacting with.


Look at your previous posts and see which ones had higher engagement rates, then compare them to posts with the lowest engagement rates. What is the difference in the content? Were they posted at the same time or at different times?


I think you just constantly have to be testing, you have to be serving, and you have to be listening to your audience.” (6:45)


Also, don’t be afraid to try new things: test different posting times or different types of content. Try them out for a month and see if your engagement has changed. As you test, continue to follow what the analytics say are your most successful posts.

  1. Start a Conversation with Your Audience: Ultimately, the algorithm will prioritize content that quickly gets engagement with its audience. Consider different ways that you can start a conversation with your audience to promote engagement.


For some brands, this is asking a question or making a mildly controversial statement that will get viewers to comment on the post. Other brands post infographics or short explainer videos that provide value for their audience. This type of content is easily shareable, which the algorithm prioritizes.


Creating a successful content strategy can be difficult, but it doesn’t have to be. Follow our three steps to understanding what your audience will engage with, and let us know about your success story!


Do you want to elevate your brand’s content strategy, but you don’t have the time to do it all yourself? Schedule a call with us today!