Quality, always quality. You’ve got the answer, but if you really want to know how to accomplish quality when there is a surge of information, keep reading.
In the fast-paced world of B2B marketing, content has long been hailed as king. But as the digital landscape becomes increasingly saturated, a crucial question arises: should we focus on quality or quantity when it comes to content creation? As I said, quality matters, and definitely so in 2024 when there is a rapid growth of AI-driven marketing. As a marketing strategist with decades of experience, I have witnessed the power of quality content.
Let’s first see why quality should be your north star in B2B content marketing:
- Establishes authority and trust – High-quality content positions your business as a thought leader. Having worked with clients in healthcare, manufacturing, and other fields where domain expertise is crucial, I have seen content developed from experience performs well because it is trustworthy and meets the needs of the target audience.
- Increases Engagement – Quality content tends to engage your audience better, encouraging them to spend more time on your site, share your material, and engage in conversations.
- Improves SEO Performance – Search engines reward high-quality, in-depth content that answers user queries and provides value. This helps increase organic traffic. If you have read my previous blog on SEO changes in 2024, you would see that the introduction of ‘experience’ in Google’s E-A-T insists on adding value to content by sharing experiences, which means it points to quality and not quantity.
Now, let’s get to how to achieve quality. No matter the domain, I have seen that certain approaches always work.
Establishing Thought Leadership
In the B2B space, establishing yourself as a thought leader is paramount. Your audience isn’t looking for surface-level content; they’re seeking in-depth insights that can help solve complex business problems. This is where quality content truly shines. My marketing strategies for brands always include articles and social media posts from thought leaders within the organization. This voice is as true as it can be for the brand and is a great way to keep your customers informed and engaged.
Key strategies for establishing thought leadership:
1. Focus on original research and data-driven insights.
2. Provide unique perspectives on industry trends and challenges.
3. Showcase real-world case studies and success stories.
4. Collaborate with industry experts for diverse viewpoints.
Remember, one piece of high-quality, original content can do more for your brand than dozens of mediocre posts.
Repurposing Content
While I advocate for quality, this doesn’t mean you need to create entirely new content for every platform. Smart repurposing allows you to maintain quality while extending your reach.
For example, for one of the healthcare clients who didn’t have the budget to create new content for a campaign for diabetes awareness, we simply went with content repurposing. Taking data from their existing studies and product brochures, we could create awareness posts and infographics for social media. What’s important to note is that how you repurpose the content while still keeping it exciting and new is key to success.
Here are some more content repurposing strategies:
1. Turn long-form blog posts into a series of social media snippets.
2. Convert webinars into written guides or eBooks.
3. Transform data-heavy reports into visually appealing infographics.
4. Adapt podcast content into blog posts or video scripts.
By repurposing strategically, you can maintain a consistent presence across channels without sacrificing the depth and value of your content.
Measuring Content ROI
In B2B content marketing, vanity metrics like page views can be misleading. Instead, focus on metrics that truly indicate the quality and impact of your content.
Pay close attention to these metrics:
1. Time spent on page: Indicates how engaging your content is. For example, when I notice that readers are spending several minutes on a blog post, I know it’s resonating with them. If not, I rework the structure or adjust the messaging to better align with their interests.
2. Return visits: Shows the lasting value of your content. I keep an eye on this because return visits mean my content is not only engaging but also relevant enough for ongoing consumption.
3. Lead quality: Measures how well your content attracts your target audience. For example, if I’m getting demo requests or inquiries from my ideal target audience after publishing a white paper, I know the content is doing its job.
4. Sales cycle impact: Tracks how content influences deal closure rates. By analyzing how specific pieces of content, like case studies or ebooks, impact decision-makers during the buying process, I can measure the content’s effectiveness.
5. Backlinks and citations: Demonstrates thought leadership and content quality. When my articles get cited by industry leaders or linked in reputable publications, I know I’m establishing thought leadership. This reinforces my content strategy and encourages me to produce more content that adds genuine value to the conversation.
Remember, fewer pieces of high-performing content often deliver better ROI than a high volume of average-performing pieces.
How to strike a balance between quality and quantity
While quality should be your primary focus, this doesn’t mean quantity is irrelevant. The key is finding the right balance for your specific B2B audience and resources.
Tips for balancing quality and quantity:
- Develop a content calendar that prioritizes depth over frequency.
- Invest in evergreen content that provides long-term value.
- Use data to identify which types of content resonate most with your audience.
- Consider a hub-and-spoke content model, with in-depth pillar content supported by related shorter pieces.
In the end, the goal of B2B content marketing isn’t just to fill a content calendar.
My emphasis for my clients is always to focus on providing genuine value for their customers, establishing thought leadership, and driving business growth. Quality content does all of this and more, making it the clear winner in the quality vs. quantity debate.
