Quality over quantity

in Top copywriting tips

For my last post of 2014 I’m going to write a post about the importance of valuing quality over quantity. 

It’s a hackneyed phrase these days, but “content is king” is nevertheless true. We live in an online world. If you want to get your company out there you need to create content and get it out there for people to read. Web pages, blogs, white papers. You name it, the general consensus is you need to be writing it.

The difficulty is that writing useful, information-rich content is hard work. Unless you enjoy writing, the best solution is often to outsource the work. But be wary if you do. You can find UK companies who will charge you less than £10.00 for a blog. And I’ve come across more than one marketing professional who advocates outsourcing blogging to young and inexperienced people to get you content at a bargain price. The thinking runs along the lines of “At that price, you could publish a couple of blogs a week and ‘Bob’s your uncle’.”

I’d argue this is a terrible approach to take. As a professional, ask yourself, how much of your time would £10.00 buy you. And then think about the £10.00 blog. How much time, writing experience and understanding of your business and its audience has gone into writing that blog?

The content you put out in your name reflects on your business. So it – literally – pays to get it right. If your website has well-researched, useful, informative blogs you are enhancing your reputation as a reliable expert in your field. Pack it full of hastily written, poorly written or pointless pieces and you’ll be doing more harm than good.

Even Google agrees:

“Create a useful, information-rich site, and write pages that clearly and accurately describe your content…Make pages primarily for users, not for search engines…Think about what makes your website unique, valuable, or engaging. Make your website stand out from others in your field.”

I know I’m in danger of sounding like a copywriter trying to defend her craft and saying, “Well, it’s much harder than it looks, you know”. And there is undoubtedly an element of truth in that.

But it’s genuinely more than that. Stuffing your blog with cheap content just for the sake of getting content out there will damage your business’s hard-won reputation. It might be cheap in the short term, but what about the long term? Better to invest in one powerful, valuable blog per month than handful of ones that are a waste of your reader’s time.

(PS: if you think this was a moan, don’t even get me started on people who think social media is a place to advertise rather than a, you know, social tool …)

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