Content marketing is something that seemingly every company is doing these days. According to 2018 research, 86 percent of B2C brands and a whopping 91 percent of B2B brands are using it to generate leads and increase revenue.
While the goals are the same, the underlying content publishing strategy can differ dramatically. One of the biggest disputes is what type of content to publish and how frequently.
For this post, we’ll take look at some recent data to see what the consensus is.
Search Engine Journal’s Twitter Poll
Search Engine Journal asked the following question on Twitter: “What do you think is the most effective publishing frequency?
Here were the results:
- 70 percent responded that publishing high quality and quantity content is the most effective publishing frequency.
- 14 percent said that publishing less content (with a high-quality focus) works best for them.
- 12 percent found success in publishing content often (with a high-quantity focus).
- Content? Who needs it! was what 4 percent of the respondents had in mind.
This data shows that the vast majority (70 percent) of content marketers aim for both quality and quantity. It means that they put a lot of effort into their content ensuring that it consistently achieves high-quality standards. At the same time, they strive to maintain a high output and post frequently.
For 14 percent of respondents, their strategy is to not worry so much about the frequency and focus solely on making their content as high-quality as possible. And this can certainly be effective under the right circumstances.
A great example is the Backlinko blog by SEO expert Brian Dean. He only updates it roughly once or twice a month, but every single post is a masterpiece that’s jam packed with original, insightful information.
For 12 percent of respondents, the main goal is quantity. This isn’t to say that they’ll go out of their way to publish terrible content, but they’re more concerned with maintaining a high output rather than putting out earth-shattering posts every single time.
By these numbers, it’s clear that the most popular content publishing strategy is quality and quantity. It’s all about getting in the habit of posting high caliber content and doing it on a frequent basis. While there’s some level of subjectivity here, it’s safe to say that this would mean an absolute minimum of one new post a week. However, some brands post every single day.
Of course this is easier said than done, especially if you’re already strapped for time. But it does illustrate the high standards that most content marketers have these days and how stiff the competition can be.
Shaping Your Content Marketing Strategy
There is no one-size-fits-all strategy that works across the board. And that’s the beautiful thing about content marketing—every campaign is a little different.
But if you were wondering what the most effective marketing strategy is according to experts who eat, sleep and breathe it, it’s evident that there’s a dual focus on quality and quantity. Keeping this in mind can help shape your law firm’s strategy so that you’re able to be more competitive.