How much content is enough?
How do you know which content is worth creating?
Marketers are often faced with the challenges that come with these questions.
If you don’t know how much content to create, it can make things difficult on marketing teams because they either have not enough to work with, or loads of lower-quality content that was just created to meet a quota.
The issue is that there’s no cut-and-dry answer to these questions, or a rule that all brands can apply to their content creation.
It really depends on the case.
But if you have a way to know which content is good and increases conversions, you can then adjust your content creation strategy to create more of it.
A little while ago, we ran an interesting A/B test with a customer where they sent one half of their audience 3-4 pieces of content per week, while the other received 8-9 per week. Over the three-month testing period, the customers who received the greater volume of content spent about 6% more than the control group.
Now, there are a lot of variables at play in tests like these, but what we can take away is that if you know which content is valuable and produce more of it, the bottom line benefits.
This is just one of the many interesting topics that came up in our most recent episode of Coherent Thoughts. Mark Demeny joined James Glover on the podcast this week to discuss everything related to content in marketing.
Mark is the Director of Product Management for the Content Cloud at Optimizely and is an expert in Content Management Systems and related marketing technology applications. He has over 16 years of technical and strategic expertise in the content and digital marketing space.
Some of the topics James and Mark discussed include:
- What marketers get wrong with content
- The effect of SEO on content quality
- The role of machine learning
- How much content brands need to create
Listen below or on your favorite podcast app. If you enjoyed this episode, please leave a rating and subscribe for future episodes.