By Josh Ritchie
“Brands need to be pushing out new content all the time.”
That’s what marketers have been hearing for the past few years—and many of us have bought into this thinking.
In response to this, and to fill the need of an “always on” content operation, there’s been a push for content teams to function as publishers. That push for more content is so intense that some brands are using the 24-hour newsroom approach to create more and more content in an attempt to be relevant.
This is understandable, but it’s not always the most efficient approach. Maintaining high-quality production without a break is hard. And, if the quality of your content starts slipping to the point where it’s not engaging, it’s not worth it. Weaker content brings down the quality of your overall content efforts. According to a 2016 Content Marketing Institute report, 60% of marketers say “creating enough engaging content” is their biggest challenge.
More Content Is Not the Answer
It seems, for some, that “creating enough engaging content” has been wrongly interpreted as “creating tons of content.” This is the core problem: many marketers are overly focused on the word “enough.” Instead, marketers should put a greater emphasis on the word “engaging.”
Good content means creating better and more engaging content. Simply put: Quality > Quantity.
Here are four ways to focus on creating engaging content and not just pumping out content to fill your editorial calendar:
1. Put More of Your Eggs in Fewer Baskets
This may sound counter-intuitive, but I’ve learned over the years that putting more of your eggs in fewer baskets often makes the most sense—at least for our team. Why is that, you may ask?
Well, say you had a plan to produce and buy media for 12 three-minute videos over the course of the year. That’s a lot of videos, and it will be hard to maintain momentum and quality. And this route may not make the most sense.
Instead, consider doing four videos throughout the year—and making each one the best possible video you can produce. Better yet, make each one you put out better than the one before. And then, after the release of each video, make sure that it makes sense to keep producing videos. If it does, then keep making them, and keep making them better. If it doesn’t, then consider stopping or reducing the volume of work you’re planning. Most brands have limited time and resources, and it’s better to allocate these things where they make the most sense.
Also, consider this: people will remember one beautiful video that you spent a lot of time fine-tuning and perfecting. People won’t remember a bunch of video pieces you rushed through production because the editorial calendar ruled supreme, and if they do remember them, it’ll likely be for the wrong reasons.
If, however, producing a lot of video content is a non-negotiable priority for your marketing team, consider the idea of scaling up gradually over time. It’s smarter to Go to the full article.