By: Karli Willden
Let me start off with a question. If you wanted to learn more on a subject, say content marketing, would you prefer having to click through five shorter, shallow blog posts about the subject from the same source, or find everything you need to know in one in-depth and detailed blog post? More than likely you will prefer the in-depth article, over five shallow reads. People, including Google, care more about quality than quantity.
Google ranks the most valuable content the top, because Google wants everyone to find value in its search engine. Just because a piece of content may be long doesn’t make it valuable, and just because content is short, also doesn’t make it invaluable. What is important, is the quality of the content in the article or website. Below is a quadrant chart with the different content combinations, which both successful and unsuccess content marketers use for their content creation. As you may guess, some methods are more reliable and successful than others.
What Quality is Your Content?
“Steak and Eggs” Content
The best combination for content creation is the “steak and eggs” content at the top right quadrant. The “steak and eggs” content is generally longer, with more substantial or filling content; it is quality content that is most desirable for content creation. This is the type of content that will give you best results for SEO ranking and the most loyal readers, because they know they can return for a ‘good feasting’ of information.
While “steak and eggs” content this is the best method for content creation, it is not always conducive to personal time restraints. If this is your situation, then the next best combination would be short, “smoothie” content.
“Smoothie” content is generally shorter, quality articles. Smoothie content contains the same valuable ingredients and insights, just consumed faster. Readers love this type of fast, valuable content, which is why many prefer reading blog posts to books.
Content articles should avoid being too short and skimpy, because there is a balance between writing reader-friendly content and SEO friendly content. Articles too short may not be deemed as valuable to Google when it comes time for rankings.
Anyone can throw words on a page, just as easily as an artist can throw paint on a canvas. Just because the canvass is full of paint, doesn’t make it a quality piece. Whether your article is long or short, make sure there is valuable content and insights to set you apart from everyone else.
If you are writing long content articles, but they do not contain valuable or unique information—change! Flour is a great ingredient used in cooking as a thickener, but by itself is not appealing. If your “flour” content is long and thick, great, but if there is not any flavor or other key ingredients or insights, there is no quality besides its length.
If people are investing time into your long article, they are expecting to get something out of it! As a content creator for your business, you do not have time to write crap content in bulk. People, including Google, want quality, not just quantity anyway. If you can produce both, quantity and quality, then that’s another story, but just quantity is not enough. A little extra time on an article can go a long ways.
“Not Worth Mentioning” Content
Last, and the very least preferable for content creation is the bottom left, in which the post consists of both short and crappy content. There is not much to say about this, because this is short and crappy, period.
Forget the six or seven short crappy posts you crank out in fifteen minutes, and focus on one, maybe two or three quality posts which have more substance. If you do have time to write lots of good, quality articles in bulk, than do it! Just do not waste your time writing crap content. Look at the chart above and see where you fall when it comes to content creation!
Benefits to Quality Content
There are many benefits which come from quality content creation. Quality content is predicted by a number of factors, including:
- Grammar and sentence structure
- Images and headlines included
- Unique and sound content
From all the many benefits of quality content creation, today I will focus on two main benefits listed below, which can be invaluable in the content marketing world. These are increased page traffic from SEO rankings and the establishment of trust with readers.
Producing quality content is the best tactic to increase your website traffic. For one, Google will flag your article for quality and rank it higher on the search engine. Two, quality content is a natural magnet for increased traffic, because everyone is looking for quality found in your article.
Quality content is the secret recipe! Think about it for a moment. Take a look the businesses that do the bare minimum to get by, and then take a look at the businesses that put in a little extra sweat and effort to produce better quality. If you notice, those who put in the little extra are almost always more successful.
Do you want to take the fast-food approach to content creation? Let me guess, try to crank out content as fast as you can, and then your readers leave just as quick as they came? Or, do you want to spend a little more time producing quality, and have them stay on your website a little longer. The more clicks a website receives, the more others will value it as a reliable source. As you establish yourself as a content authority, you will increase traffic to your website.
Quality content establishes trust with readers. People talk, they always do. You should want to be what they talk about, as well, it’s called free advertising. People talk about what they trust, and what they don’t trust. What do you want to be known for? One of those websites who produce mediocre, half-thought out articles they wrote in twenty-minutes, or a source they can go to when they want in-depth information?
As you take the time to produce quality, Google will flag your website or article for quality and it will rise in the ranks. The higher in the ranks it is, the more people who view it, and the more people who view it, the more trusted it becomes. Increased website traffic is a direct result of quality content; it is as simple as that.
The wise Aristotle said, “Quality is not an act, it is a habit.” What kind of quality content do you produce? Comment in the comment box below.