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  • Quality vs. Quantity: What do you Think is Best?

    Last week @danschawbel and I caught up over lunch and something we touched on was whether the best strategy moving forward for personal brands was the debate between quantity or quality of content. I love this discussion because it really makes you think about what you want to stand for and the perceptions that others will form about your personal brand.

    The minimum threshold of quality:

    Let me set the expectation for this discussion. Let’s assume that at minimum the content you will create meets the minimum standards of quality. While that may mean different things to different people let’s just agree that the minimum threshold of quality is not remarkable content but it is not horrible either. It is middle of the road.

    In favor or quality:

    Pro: Those that argue in the favor of quality content generally agree that a lower posting frequency, with an emphasis on depth/breadth is the best way to grow your personal brand. This type of content is generally longer in length and may draw conclusions from several different sources and varying view points that result in some new sort of insight. Those in the quality camp generally believe that quality rises to the top through content promotion, status updates, sharing, and a sprinkling of SEO. The biggest advantage to focusing on really high quality content is that your personal brand will be seen as thought provoking and you will be seen as a leader in your niche.

    Con: This is really, really, hard to do day in and day out. There is a huge time factor involved with staying tuned in to the new trends that affect your industry and then synthesizing those thoughts into your own ideas. The other major disadvantage to relying on super high quality is that your posting frequency will be on the low end, at best, maybe once per week on average. There is a direct correlation between your posting frequency and the quantity and quality of search engine traffic you receive. The less you post, the lower your traffic, and the less visibility you have.

    In favor of quantity:

    Pro: Those in the favor of quantity generally agree that you can scale best by focusing on shorter posts that go live every couple days. The quantity camp believes that each blog post is like a lottery ticket and the more lottery tickets you have, the better your changes are at winning your lottery. Through sheer volume you will begin to attract more eyeballs in search engines, social networks, and the shareability factor. They argue that not every post is going to be earth shattering news, ground breaking, or identifying a new trend. But, rather, consistent, interesting posts are the best way to scale your personal brand.

    Con: It is very easy to fall into the trap of not meeting the minimum threshold of quality discussed at the beginning of this post. If that trap is violated too often, you will alienate your readers, lose readers and begin to be perceived as an amateur or quack. You will be called out by other bloggers and your personal brand attributes will start to become negative brand attributes. You also tread the fine line of posting too frequently for your audience and frustrate them with having to keep up with too much content.

    My take: I think you need to have a minimum of one to two high quality post per week that are in depth, bring in other view points and really pushes the thought envelope. Then, you need to supplement that with blog posts that may be shorter, however still interesting and worth sharing. There are all sorts of strategies to make short posts interesting, but maybe that is next week’s post.

    Now let’s hear what you all think.

    Is it quality or quantity — what do you think is best?

    *The 3 best comments selected by your’s truly will receive a free copy Inbound Marketing: Get Found Using Google, Social Media, and Blogs by Brian Halligan and Dharmesh Shah.

    Author:

    Chad Levitt is the author of the New Sales Economy blog, which focuses on how Sales 2.0 & Social Media can help you connect, create more opportunities and increase your business. Chad is also the featured Sales 2.0 blogger at SalesGravy.com, the number one web portal for sales pros, the professional athletes of the business world. Make sure to connect with him on Twitter @chadalevitt.

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    Chad Levitt is the author of the New Sales Economy blog, which focuses on how Sales 2.0 & Social Media can help you connect, create more opportunities and increase your business. Chad is also the featured Sales 2.0 blogger at SalesGravy.com, the number one web portal for sales pros, the professional athletes of the business world. During the day, Chad is an inside sales associate with EMC Corp., the global leader in information infrastructure technology & solutions, in their award winning sales development program. Chad attended the University of Central Florida for his undergraduate degree and Nova Southeastern University for his MBA with a concentration in finance.

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    6 comments on “Quality vs. Quantity: What do you Think is Best?
    1. avatar
      EXPERT
      Akash Sharma says:

      Hi Chad, I think it’s all about striking the balance between them and on the basis of that look at following cases – Superb quality is needed whether you post once a week or twice a month, the content must excite conversations to begin.
      If we are shipping thrice a week and still not getting people to think over and share their own positive and negative thoughts about it then it’s not effective.
      Plus the biggest point of building a brand on social media is that we are being human and striving that we are better then the mass media world.
      So we should act like humans, consistency is alright but sometimes we need to take a break from regular shipping.
      Everything from Reader Loyalty, SEO levels, social engagement can be achieved by being relevant with the content and striking a balance.
      Thanks for sharing your words, you have cleared the topic quite well.

    2. avatar
      EXPERT
      Tim Baran says:

      Great post!. Frequency of posting also depends on the type of blog, industry and audience. A fashion news blog may require several quick posts a day to stay relevant whereas a weekly in-depth post may be more useful for a trademark law blog.

      But, ultimately, it’s a personal choice and style. I particularly loved the word, “discussion” you used to preface the post. Is is precisely what guides me. Took me awhile, but I finally realized that I am not writing a thesis or novel. Sometimes ti’s a question – like this post.

      I think overly long posts are burdensome to many in the fast paced world that we live in today, so if I find a post exceeding a certain length, I break it up into two parts. Thoughtful consideration of your audience is another key factor. Hmm, I probably should have split this comment into 2 parts 🙂

    3. avatar
      EXPERT
      Mike Klassen says:

      I think you have to strike a balance, but you’re asking for a position and I’ll go with quantity.

      1. With more content you give people more reasons and opportunity to interact with you and your brand. I want people visiting my site as often as possible. Quantity helps drive that.

      2. With increased frequency comes increased opportunities to be “searchable” on more topics.

      3. Higher quantity gives you more excuses to promote your articles in social media avenues.

      4. Seth Godin. Sometimes you simply need to look at what the top bloggers are doing to give you a clue on what works best. Although in fairness, I’m sure someone could point to another successful blogger who posts far more infrequently.

    4. avatar
      EXPERT
      Mark Erasmus says:

      I must put a bold tick in the quality box.
      Quality gives you differentiation. The blog explosion has definitely given new meaning to the concept of information overload, and the majority of this information is of poor quality. A quality post differentiates itself from the noise.
      Quality gives you anticipation. Fewer quality posts help feed a sense of positive anticipation. Would you prefer to read a few lines of Harry Potter every day or would you rather wait for the book?
      Quality gives you assimilation and conversation. The readers need time to assimilate the message. They are not all experts in the field, nor do most spend all day thinking about the issues, so they need time to take the information in and formulate their stance. Only once the topic or goal is understood can proper conversation and intelligent debate follow. This is difficult to do if the topic is changing every day.
      Finally, quality gives you retention. Flood people with anything and most of it washes over them, even if it is good advice or important information. A well considered message posted less frequently enables assimilation, debate and as an important consequence, better retention.
      Seth Godin points out the dangers of the quantity approach, chasing the volumes and the strangers at the expense of the true fans. Seth posts often, but the quality came first.

    5. avatar
      EXPERT
      ainnatul says:

      Chad Levitt I need your help please,im doing my assignment:
      if you had given choices to choose whether the quality or the quantity of the campus,which do you prefer.and state your reason please…im from malaysia btw,
      so i used broken english,hope you understand what i mean.

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