Why Quantity (VS. Quality) Is How You Win With Content Marketing

WEBVTT 1 00:00:05.440 --> 00:00:09.650 hello and welcome back to be to be growth. I'm Dan Sanchez, and today it's 2 00:00:09.650 --> 00:00:15.840 just me. And I'm going to be talking about the much debated topic of quality 3 00:00:15.850 --> 00:00:21.840 versus quantity in content marketing. Now we've had multiple conversations 4 00:00:21.840 --> 00:00:25.560 about this on LinkedIn. If you're part of that conversation with me there, you 5 00:00:25.560 --> 00:00:29.560 know it can get it could get a little crazy. People have definitely put their 6 00:00:29.560 --> 00:00:33.840 stake in the ground on one side or the other, with probably most of them being 7 00:00:33.840 --> 00:00:37.700 on the quality side for content marketing. Because, let's be honest, 8 00:00:37.710 --> 00:00:42.280 who wants to see bad content, right? That's usually the argument. Nobody 9 00:00:42.280 --> 00:00:46.340 wants to see bad content. It doesn't resonate with your customers, and it 10 00:00:46.340 --> 00:00:50.190 doesn't work. But I am here to tell you that I am on the other side of the 11 00:00:50.190 --> 00:00:55.310 fence and that I am pushing for quantity over quality. Now don't get me 12 00:00:55.310 --> 00:00:59.200 wrong. I'm not saying that quality is not important, but hear me out. So I 13 00:00:59.200 --> 00:01:04.060 want to give some reasons as far as why quality is important. And then I want 14 00:01:04.060 --> 00:01:10.120 to give you six tips for using this method that I'm about to tell you about 15 00:01:10.130 --> 00:01:15.230 in order to dominate at least a single content marketing channel. So hear me 16 00:01:15.230 --> 00:01:21.000 out all right. Now, when it comes to content marketing, we all have lofty 17 00:01:21.000 --> 00:01:25.270 aspirations. Don't way. We all want to see our block to get tens of thousands. 18 00:01:25.270 --> 00:01:31.450 If not 100,000 plus visits we want to see are linked in content. Go viral. We 19 00:01:31.450 --> 00:01:35.050 want to see our YouTube channel get thousands of tens of thousands, 20 00:01:35.050 --> 00:01:39.310 hundreds of thousands of views. This is what we all desire. Yet when I look 21 00:01:39.310 --> 00:01:43.290 across the B two B marketing landscape, I see very few companies actually 22 00:01:43.290 --> 00:01:48.230 achieving this. You know, we have a few outliers like Hub Spot getting 23 00:01:48.240 --> 00:01:51.720 thousands and thousands of visits and some companies. I can't think of any 24 00:01:51.720 --> 00:01:56.470 BTB companies doing well on YouTube other than Neo Patel, but I'm sure 25 00:01:56.470 --> 00:02:00.310 there's more. There's really few companies that are really like crushing 26 00:02:00.310 --> 00:02:05.370 it with content marketing in a really big way. There are hundreds of them, 27 00:02:05.380 --> 00:02:09.210 but there's many more trying and not getting the results they want than 28 00:02:09.220 --> 00:02:12.060 those who are doing it and just crushing it, and they know their 29 00:02:12.060 --> 00:02:15.600 crushing it right. We're usually all in a place where we're just kind of we're 30 00:02:15.600 --> 00:02:20.060 doing something. It's bringing in some leads. But that's why be to be leaders 31 00:02:20.060 --> 00:02:23.990 often lean on sales in order to get the job done, because the content marketing 32 00:02:23.990 --> 00:02:27.210 just isn't bringing in the volume they're hoping to see. But we know that 33 00:02:27.210 --> 00:02:32.750 it's a better play than just hiring a way more SDRs and making cold calls. So 34 00:02:32.760 --> 00:02:36.630 let's talk about why quantity is actually the secret ingredient for 35 00:02:36.630 --> 00:02:40.920 winning with content. So let's talk about why quantity is the secret 36 00:02:40.920 --> 00:02:47.430 ingredient of winning with content marketing. It's because quantity is the 37 00:02:47.430 --> 00:02:53.380 step forward to quality. Quantity is the way to quality. We all think we 38 00:02:53.380 --> 00:02:58.070 know what good quality is. The problem is, our customers are prospects might 39 00:02:58.070 --> 00:03:02.970 not agree with us, right? We can spend ah, whole week on one block post 40 00:03:02.970 --> 00:03:07.200 polishing it up, making it perfect. There is not a grammatical error in 41 00:03:07.200 --> 00:03:11.970 sight, yet it doesn't resonate. It happens all the time. We end up 42 00:03:11.970 --> 00:03:18.380 spending 80% of our time producing content that gets us 20% of the results 43 00:03:18.390 --> 00:03:22.310 when really we need to go the other way around. The best way to do that is by 44 00:03:22.310 --> 00:03:26.410 trying and experimenting mawr and faster that is right, that is doing 45 00:03:26.410 --> 00:03:32.040 quantity, producing as many posts as you can faster without thinking about 46 00:03:32.040 --> 00:03:36.380 quality so much. Not that you don't try Thio. Create content that resonates 47 00:03:36.380 --> 00:03:40.830 with your audience. You do, but you do it faster and in smaller pieces so that 48 00:03:40.830 --> 00:03:44.860 you can try to get an understanding of what's working and what's not working. 49 00:03:45.340 --> 00:03:47.980 Because, honestly, they're the gatekeepers. They're the ones that are 50 00:03:47.980 --> 00:03:50.610 going to tell you. And if you're producing a lot of content, you'll be 51 00:03:50.610 --> 00:03:53.680 able to find out more quickly what's working and what's not. You'll be able 52 00:03:53.680 --> 00:03:58.560 to do if you're doing to post today on Lincoln, that's 14 opportunities for 53 00:03:58.560 --> 00:04:00.870 you to find out what worked and what didn't work. But if you are only 54 00:04:00.870 --> 00:04:03.870 posting every couple of days, and you were trying to make it really good, 55 00:04:03.870 --> 00:04:10.810 well, to get 14 opportunities is gonna take you months, months. If you're 56 00:04:10.810 --> 00:04:14.040 getting value from this podcast, you are absolutely going toe Love, our 57 00:04:14.040 --> 00:04:17.790 weekly newsletter. In each email, I share something that you can do toe 58 00:04:17.790 --> 00:04:22.100 love your team well. Toe hone your craft, the craft of marketing and to 59 00:04:22.100 --> 00:04:25.830 grow your leadership. Plus, there's a super funny video at the top of the 60 00:04:25.830 --> 00:04:29.140 landing page whenever you go to sign up for the newsletter. So go to sweet Fish 61 00:04:29.140 --> 00:04:35.470 media dot com slash newsletter and sign up today. In that time, someone who's 62 00:04:35.470 --> 00:04:41.280 doing quantity could have actually posted, learned iterated and be 63 00:04:41.280 --> 00:04:45.670 producing much better quality than the person who's only posting once in a 64 00:04:45.670 --> 00:04:49.130 while. And this goes across not just linked in but blogging and YouTube as 65 00:04:49.130 --> 00:04:54.870 well. So if you're kind of following me, quantity is the way is the path to 66 00:04:54.870 --> 00:04:58.200 quality that's the way to go, and that's how we're seeing it at Sweet 67 00:04:58.200 --> 00:05:03.550 Fish Media over and over and over again. The podcast, who are just pumping away 68 00:05:03.550 --> 00:05:08.440 at creating awesome content more frequently, usually find what works 69 00:05:08.450 --> 00:05:11.620 faster. The people who are really aggressive with LinkedIn and are 70 00:05:11.620 --> 00:05:15.350 posting all the time learning, growing, commenting, trying to get a feel for 71 00:05:15.350 --> 00:05:20.070 what content resonates. Their profiles grow faster, the ones who play it safe 72 00:05:20.070 --> 00:05:24.710 and try to make every piece perfect. Well, their growth is really, really 73 00:05:24.720 --> 00:05:28.590 slow. There are certainly people who have one who have posted just quality 74 00:05:28.590 --> 00:05:33.760 once a month kind of YouTube videos or once a week type of blogger posts, Um, 75 00:05:33.940 --> 00:05:37.830 and they can become very successful. It just takes them a heck of a long time. 76 00:05:37.840 --> 00:05:41.510 And I don't know about you, but I'm being held accountable for for the work 77 00:05:41.510 --> 00:05:46.610 I'm doing to hit this year. So if you want to grow faster, let's talk about 78 00:05:46.610 --> 00:05:52.900 six tips you can take in order to make quantity. The priority. For starters, 79 00:05:52.910 --> 00:05:57.740 this is tip number one. You need to just pick one channel. You can't go all 80 00:05:57.740 --> 00:06:01.460 in on quantity on every channel. You will kill yourself. Um, it's hard 81 00:06:01.460 --> 00:06:05.340 enough just to do with one channel. So just pick one that you know is the most 82 00:06:05.340 --> 00:06:09.910 important to your ideal buyers. Right? Um, I did this six months ago with 83 00:06:09.910 --> 00:06:14.430 linked in I just picked, linked in. And then I committed to step number to 84 00:06:14.440 --> 00:06:20.010 which is commit to posting daily for 90 days. Now it doesn't have to 85 00:06:20.010 --> 00:06:23.880 necessarily be daily, right, and it could even be multiple times a day. If 86 00:06:23.880 --> 00:06:27.970 it's a social network, I would say post daily, you know, if it's instagram, 87 00:06:27.980 --> 00:06:33.800 LinkedIn, Twitter, Facebook, something like that, go daily if it's a platform 88 00:06:33.800 --> 00:06:40.200 that it lends itself to bigger pieces of content, like podcasting or YouTube, 89 00:06:40.200 --> 00:06:43.550 I would say at least multiple times a week, and I can't think of anything 90 00:06:43.550 --> 00:06:46.710 that would be best monthly. So it's either multiple times a week, maybe 91 00:06:46.710 --> 00:06:51.320 five days a week or daily if it's a smaller, short form content. But go 92 00:06:51.330 --> 00:06:54.960 pick a schedule and then stick to it for 90 days. I do promise that it is 93 00:06:54.970 --> 00:07:00.560 easier to be 100% than 98%. Don't give yourself free days. Don't skip things. 94 00:07:00.570 --> 00:07:04.850 Try to post every single day. And if you miss a day, just get back on the 95 00:07:04.850 --> 00:07:08.030 horse and start again. Don't beat yourself up over, but it's to trying to 96 00:07:08.040 --> 00:07:12.500 get to the volume that you need in order to learn and get in the habit of 97 00:07:12.500 --> 00:07:16.590 posting mawr frequently. It's like a muscle, right. We all work out and we 98 00:07:16.590 --> 00:07:19.610 know it's really hard at first. But once you get in a rhythm of doing push 99 00:07:19.610 --> 00:07:22.770 ups, it gets a lot easier to knock out a set of push ups, even if it's your 100 00:07:22.780 --> 00:07:26.360 the daily amount that you're shooting for It's the same thing with content 101 00:07:26.360 --> 00:07:29.430 marketing. We got to get consistent with it and shooting for it. And once 102 00:07:29.430 --> 00:07:33.700 you get better at doing it, not only does it get faster, but Dang, I can sit 103 00:07:33.700 --> 00:07:37.130 down. And after doing this on Lincoln for six months, I can sit down and 104 00:07:37.130 --> 00:07:42.490 knock out a quality post in about 10 to 15 minutes every time. It just doesn't 105 00:07:42.490 --> 00:07:45.870 take that long anymore. Used to take me 45 minutes to write one awesome post, 106 00:07:45.870 --> 00:07:50.610 and now it takes me 10 to 15 minutes to write one awesome text post. So tip 107 00:07:50.610 --> 00:07:54.810 number three Try to make every post a little bit better. That's the mindset 108 00:07:54.810 --> 00:07:58.550 that makes everything different, right, because there are people who who just 109 00:07:58.550 --> 00:08:02.150 spray and pray right. We don't wanna be those people, and that's what gives the 110 00:08:02.150 --> 00:08:05.730 volume crowd A bad name is people who were just posting out tons of content. 111 00:08:05.730 --> 00:08:08.320 They're all suck and they're just not getting any better. We want to get 112 00:08:08.320 --> 00:08:12.080 better. We just want to get a little bit better every single time. What can 113 00:08:12.080 --> 00:08:17.510 we learn now? So tip number four learn what works for the platform while 114 00:08:17.510 --> 00:08:20.530 you're posting every day. It helps to kind of just do a little bit of 115 00:08:20.530 --> 00:08:23.640 learning a little bit of digging around that platform every day to find out 116 00:08:23.640 --> 00:08:29.160 what else people are doing and take a look around at what people are doing to 117 00:08:29.160 --> 00:08:32.429 win what the influencers on the platform are doing, what the thought 118 00:08:32.429 --> 00:08:36.100 leaders air doing who, what your competition is doing, who's doing well 119 00:08:36.100 --> 00:08:39.559 on the platform and what are they doing for you to emulate? Not that you have 120 00:08:39.559 --> 00:08:43.120 to steal their content, but try to pick up some of the tips and tricks and ways 121 00:08:43.120 --> 00:08:46.560 of saying things that they're using and test it out on your own. Some of it 122 00:08:46.560 --> 00:08:50.220 will work. Some of it won't. The only well you'll know is by testing and 123 00:08:50.220 --> 00:08:54.790 experimenting with those methods yourself. Tip number five. Pay 124 00:08:54.790 --> 00:08:58.390 attention to what people respond to even more than paying attention of 125 00:08:58.390 --> 00:09:01.610 what's going on in the platform is paying attention to every single post 126 00:09:01.610 --> 00:09:06.380 you post. Look at it the day after and even a week after to see how well did 127 00:09:06.380 --> 00:09:10.760 it do and why. Trying to figure out why people commented on one thing or 128 00:09:10.760 --> 00:09:15.090 another or why something went viral and not the other when, especially since 129 00:09:15.100 --> 00:09:18.240 you will think something will do poorly and it'll do remarkably well. And 130 00:09:18.240 --> 00:09:23.040 sometimes you will think something will be amazing and it'll just tank. You 131 00:09:23.040 --> 00:09:26.310 need to find out what those things are and have an understanding why. But the 132 00:09:26.310 --> 00:09:30.300 more you post, the faster those learnings come. And tip number six 133 00:09:30.310 --> 00:09:34.830 double down on what works once you start to get in a rhythm of analyzing 134 00:09:34.830 --> 00:09:38.240 your post and finding out what works and what doesn't. Now you have a better 135 00:09:38.240 --> 00:09:42.260 idea of what to do in the future, and that's how you start to build momentum. 136 00:09:42.260 --> 00:09:45.130 That's how you start to build a flywheel in your content marketing 137 00:09:45.130 --> 00:09:49.100 efforts, and you have to do it one platform at a time. In my opinion, to 138 00:09:49.100 --> 00:09:53.660 try to do this on more than one platform is disaster. Try Thio really 139 00:09:54.040 --> 00:09:58.140 find out what works and double down on what's working on one platform. So 140 00:09:58.140 --> 00:10:03.410 there you go. There's are my six tips and my reasons for why quantity is the 141 00:10:03.410 --> 00:10:07.830 way to quality quantity is the way to win in content marketing. It's 142 00:10:07.830 --> 00:10:11.310 something again. We're finding over and over in sweet fish media, and we're 143 00:10:11.310 --> 00:10:15.910 encouraging our customers and our audience here on BTB Growth and even 144 00:10:15.910 --> 00:10:19.070 ourselves. We have to remind ourselves that like Hey, like stop nit picking 145 00:10:19.070 --> 00:10:22.390 the thing, just publish it and make the next one better. We're constantly 146 00:10:22.390 --> 00:10:25.450 having to remind ourselves that because it's so easy to be antsy about what 147 00:10:25.450 --> 00:10:29.080 people might think about the content we're trying to produce, including this 148 00:10:29.090 --> 00:10:32.800 episode, which is my third take, and I just need to get over it. I need to 149 00:10:32.800 --> 00:10:37.110 publish this thing. This is actually coming after two other solo episodes, 150 00:10:37.110 --> 00:10:40.430 and we're trying to do more solo episodes here, and we'll see how it 151 00:10:40.430 --> 00:10:45.480 goes. We're trying toe practice what we preach here, it sweet fish media by 152 00:10:45.480 --> 00:10:50.910 posting Mawr content more frequently to see what resonates and what doesn't. If 153 00:10:50.910 --> 00:10:54.550 you found this work, I would love to hear on LinkedIn. You can find me at 154 00:10:54.550 --> 00:11:00.470 Lincoln dot com slash i n slash digital marketing. Dan. Let me know if this 155 00:11:00.480 --> 00:11:03.930 impacted you or if you heard it and had some feedback. If it didn't work, if it 156 00:11:03.930 --> 00:11:07.490 didn't work again, we're always trying to experiment and make things better. A 157 00:11:07.490 --> 00:11:10.650 sweet fish media. And we would love to hear from you about it. Thanks. 158 00:11:12.340 --> 00:11:16.060 One of the things we've learned about podcast audience growth is that word of 159 00:11:16.060 --> 00:11:20.500 mouth works. It works really, really well, actually. So if you love this 160 00:11:20.500 --> 00:11:24.650 show, it would be awesome if you texted a friend to tell them about it. And if 161 00:11:24.650 --> 00:11:29.080 you send me a text with a screenshot of the text you sent to your friend Meta I 162 00:11:29.080 --> 00:11:32.620 know. I'll send you a copy of my book Content based networking. How to 163 00:11:32.630 --> 00:11:36.070 instantly connect with anyone you want to know. My cell phone number is 164 00:11:36.070 --> 00:11:41.350 4074903328 Happy texting.