July 21, 2017

Produce More Content Without Sacrificing Quality


Every business’ website needs high quality content, but the content’s quantity must also be high in order to maintain client interest and a significant Internet presence. Coming up with large amounts of high quality content is often more difficult than it looks.

For example, it’s easy to run out of ideas for blog posts, podcasts, or videos after you’ve covered a certain number of topics. Your landing pages may look dull and repetitive no matter how many times you change their layouts, and client interests may change, leaving you with a need for new content in a rush.

There are, however, some key ways to produce more content quickly, without sacrificing high quality.

How To Produce More Content Quickly

Some business owners believe that high quality should be the only thing making their ventures successful. In an ideal world this would be true, but our society’s needs and wants are based at least partially on quantity. When we like something, we want more of it, and we want more now. This holds true for website content as much as anything else. As you’re brainstorming quality content topics, keep these advantages of quantity in mind:

Quantity Can Change With You, While Quality May Not

In other words, content that was low quality or low priority last year may be what you need to focus on right now. For example, you might be a bookstore owner who loves words and stories but hates anything to do with financial issues. The only problem is, your current clients are asking about the financial books you have in stock.

They’re expressing concern over whether you think brick and mortar bookstores will still be viable in 2026. If you don’t have any content addressing these topics, you may have a hard time keeping your client base and attracting new people. However, if you spent even a bit of time on financial content in the past, you can use what you have to increase the quantity of that topic.

High Quantity Increases Connections

If more people know who you are and where to find you, they will naturally seek out your business as an authority on your product or service. Logically, the best way to build these connections is through content quantity. Make sure you update your content regularly; a few times a week is often ideal.

Your content should cover a range of topics that, while related to your field and interests, carry some variety. Use link building, SEO ranking, and other techniques to pull in new clients as well. As more people connect with you on the Internet and in real life, your presence will grow and you’ll become more credible.

Quantity Gives You a Safety Net

Quantity ensures diversity, which will engage different types of clients. Your field or business may be narrow, but your clients may all be interested in different aspects of it. The more content you produce, the more likely it is that some of it will speak to different facets of your clientele. In turn, those people are likely to come back to your site and business for information, service and assistance.

Use SEO to Your Advantage

SEO (Search Engine Optimization) often trips up business owners who find technology intimidating. In reality, some parts of SEO are easier to implement than others, and it’s a good idea to use them to your advantage. If you’ve never used SEO before, a few key tips may help you navigate it.

Rely on Wisely Chosen Keywords

SEO uses keywords to determine which websites are at the top of search engines’ lists, which ones get the most hits and which might be penalized. Before you create a website or any content, do some keyword research. Use search engines like Google or Bing to find terms that your target audience searches for most often.

Let’s return to the bookstore example. If your potential clients often search for “Harry Potter” or “Divergent series,” you’ll want to advertise heavily that you carry those books in paperback and ebook format.

Additionally, learn how your clients talk and think about your topic. If you’re a pediatrician, your main clients are probably parents whose children are experiencing childhood ailments. This means that they’ll search the Internet by asking questions without using too much industry jargon or scientific terms. This means that a page titled, “Tips for Coping with Chicken Pox,” may perform better than one titled, “Causes and Prevention of the Varicella Virus.” In the first example, you’re speaking on your clients’ level in a way that they would approach the search engine for a query.

Define Quality Measures

“Quantity doesn’t mean anything if the quality is not there,” it is often said. With this in mind, it’s crucial to define what quality means to you before you start churning out massive amounts of content. Often, quality is defined too loosely, as in, “getting the big things right.” Too much focus on the “big things,” whatever those may be, could make you and your company lose sight of small but important details.

To define your personal quality measures, consider factors like your target audience, the purpose of your business, and concrete examples of how you want to see your venture growing and changing in 3-5 years. For example, a concrete goal often has specific sales figures or customer responses attached, while a less measurable goal might be, “We’re going to be the leader in the floral industry.”

Once these questions are answered, you can start defining quality measures such as:

  • What kind of operational practices do you expect from vendors?
  • Are you going to be known for local blooms or more exotic ones?
  • How is your floral care plan unique?

Questions like these can help you come up with various topics and drive content production.

Typing Photo via Shutterstock

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Amie Marse


Amie Marse Amie Marse is the founder of Content Equals Money, a small content generation firm based in Lexington, KY. She’s been a passionate freelance writer turned business owner for over 7 years. Her philosophy is that the essentials of content marketing do not change from the small business to the Fortune 500 level, and that creativity trumps budget every time.

One Reaction

  1. Aira Bongco

    I find that writing extremely high quality content always gives the best returns. However, it also takes more time to create these posts. But it is all worth it.

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