Content marketing is an essential part of any B2B business’ inbound marketing strategy. Effective content engages audiences, increases lead generation and brand awareness and drives traffic to your company website.
There has long been a debate among content creators about which aspect is the most important: the quantity or the quality. In a digital selling B2B business, content creators should employ a combination of both.
The quality of your content is important to your audience. High-quality content can entice viewers into staying on your website and viewing more of your work.
If your content does not impress or engage the audience, they will have no trouble finding other content that will. The web is filled with an abundance of content from different sources. High-quality content puts you a step above those of lesser quality.
High-quality content continues to generate leads despite the date of publication. When analyzing the lead generation of their own blog posts, HubSpot found that over 75% of blog views and 90% of blog leads came from their older posts.
The quality of your content is essentially determined by your understanding of your customers and their needs. Understanding the questions that your audiences are seeking answers to can structure your approach to producing greater quality content.
Providing content that is relevant to your target audience can implement your reputation as a thought leader in your industry. Being a reliable source of educational content increases the likelihood of audiences returning to your web page.
Low-quality content can end up costing your business potential customers. Unsatisfied audiences will move elsewhere for content that is of greater quality. If they have a poor experience viewing your content they are less likely to return.
Focusing entirely on the quality of your content can be a mistake. An effort should be made to frequently post new content. Infrequent posting can give readers the impression of an inactive blog or website. The more content on your website, the greater the likelihood that audiences will spend more time on the site browsing that content.
HubSpot conducted a study exploring the impact of content quantity focusing particularly on written blog content. They found many instances where greater quantity translated into greater traffic and lead generation for B2B businesses.
The greater the number of blog posts a company had on their B2B website the greater their inbound traffic. HubSpot found that companies who published more than 16 articles a month on their blog received up to 3.5 times more traffic than those who posted just up to four times a month. This was particularly evident among those who produced written content 11+ times per month. These businesses reported 3 times more traffic than those who blogged up to once a month.
The frequency of blog posts impacts B2B lead generation. Those who blogged more than 11 times per month received almost twice as many leads as those blogging between 6 – 10 times a month, and almost 4 times as many leads as those blogging up to 3 times per month.
The number of blog posts available on a company website influences inbound traffic. Company websites that host over 400 blogs on their database get twice as much traffic as those who have published up to 200 posts in total. Better again, blogs hosting over 400 written posts experienced 3 times greater lead generation than those who had published up to 200 blogs.
Maintaining the balance
An effective content marketing strategy is key to a successful B2B digital selling strategy. Implementing a strategy that finds a balance between the production of high-quality content at a rate of four times a week can successfully increase lead generation and website traffic.
Developing a clear content marketing plan is the first step in producing greater content while maintaining a top-quality standard. Outlining strict deadlines to adhere to ensures you produce content on a frequent basis. Clearly outlining a schedule for your content ensures you provide an appropriate amount of time to research the topic thoroughly.
Frequently reviewing your content strategy and its effectiveness is important to maintaining a clear balance between quality and quantity. Some aspects of the strategy may need more time to perfect while other processes could be sped up.
Developing a solid content strategy takes time. Reviewing the aspects that work and understanding which ones are less effective can ensure that you are implementing the best balance of quality and quantity within your content.