What matters more – quality or quantity of content?

Quality vs Quantity……This has long been a hotly debated topic and a kind of biased one at that
cause most of us fairly agree that quality matters way more than quantity. Any gym instructor
will tell you that 10 perfectly executed push-ups will have a greater impact than 25 imperfectly
executed reps. Which college professor enjoys reading an answer that comprises of 4 pages but
has no structure or process or a vivid line of thought that he can follow. He would rather grade a
one page answer which has a very crisp line of thought. Would a student prefer to study for 4
hours, the night before an exam with constant distractions or would he be satisfied with an hour’s
with full concentration?
So does that mean that quality is better??
Certainly not!!!
If a boy is really hungry and you offer him a cube of a Swiss chocolate vs an entire bar of Dairy
Milk, he might well go for the Dairy Milk chocolate. Would one rather have a large quantity of
cheap disposable bags to throw the rubbish out each night or would you want to purchase a
highly biodegradable waste bag which comes at 5 pieces a bundle at a hefty price? The final nail
in the coffin…… Would you choose a thousand crumpled Rs2000 notes or a crisp brand new
Rs2000 note?
Okay now I’m being biased.
Let’s focus on marketing. Do customers actually like being sabotaged with zillions of
advertisements of the same product? Or would they rather prefer a single advertisement that has
a profound impact on them and one which they are not likely to forget in a long time?
Frankly there is no right answer. One needs to figure out what works best for the product.
So what exactly is content marketing?
According to the dictionary content marketing is a type of marketing that involves the creation
and sharing of online material (such as videos, blogs, and social media posts) that does not
explicitly promote a brand but is intended to stimulate interest in its products or services. It is
highly dependent on social media and if done right it creates a buzz that ordinary marketing
methods would normally not generate. Popular examples of content marketing done right are :-
  • Coke’s “Share A Coke” Campaign
  • Hootsuite And A Game of Social Thrones
  • Microsoft And Stories
  • HubSpot’s Inbound Marketing
  • McDonald’s Question Time
When it comes to marketing, for products that are unique quality marketing may lead the way
but for the common products maybe a little “blitzkrieg” wouldn’t do any harm. 
There’s this page on LinkedIn called Brilliant Ads (https://in.linkedin.com/company/brilliantads)
that has some of the most epic advertisements with the most simple of products. The out of box
thinking that goes into making these advertisements leaves you wondering about the product in
question. And to top it all, it’s done in such a subtle way that you really aren’t sure whether they
are actually trying to sell the product in question. That is quality content marketing for you.
And at the other end, The Washington Post churn out more than a thousand posts per day and
their online traffic has actually increased by 28%. For them the concept of quantity content
marketing appears to be working just fine.
After all, it’s what suits your business the best. Sometimes a single idea can make a difference
and in other cases you need to bring out the loudspeakers, the mikes, the hollering people and the
shiny posters on the wall

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