Higher Quality Content Always Wins: Produce Less Now and Make an ImpactJanuary 2, 2021 January 2, 2021 /
As an avid reader and someone who loves to learn knew things it can be challenging to find the balance between consuming too much content (information) and producing.
Obviously, we can consume more than we produce.
But what if the answer truly isn’t about producing more?
When it comes to the data, the majority of the answers point to what I felt was a pretty obvious answer:
Higher quality content always wins.
In an article by Neil Patel, he points out that “publishing more will only increase your inbound traffic.”
However, he also goes on to say that you can’t sacrifice quality to publish more frequently and that longer form posts always outperform shorter posts (2k words+).
There is SO much information and content available that it might feel like there’s no way to compete with the noise…
Which is where this is easier than you might think.
Don’t try to compete with the noise.
Don’t aim to be better than everyone else, aim to be different than everyone else.
– Malcolm Gladwell
The best part about being different?
YOU get to decide what that looks like.
The older I get the simpler I want my life to be. Oftentimes people confuse simple with minimalism or settling.
To a certain degree I would consider myself a minimalist.
I love getting rid of things that no longer serve me, I function much better with very little clutter, and have zero desire to spend more time than necessary taking care of “stuff.”
Adopting this way of thinking and lifestyle has been a 5 year progression. While I’ve never had a difficult time purging things, making a conscious decision to let go of more, even if it had sentimental value, has been a process.
We live in a culture (western culture at least) that defines us by what we do and what we have.
Enter the hamster wheel and rat race.
The same can be applied to our businesses.
There is always more you can do.
The real question is whether or not you want to.
Let’s take the latest craze and hype over the new platform Clubhouse.
If you’re not familiar with it, it’s an audio app (for iOS only right now) that allows you to ‘drop into rooms’ where people are having discussions and participate.
It’s invite only (clever on their part, nothing like creating some scarcity from the get-go) and people are clambering to get in.
I’ve learned enough at this point in my life to “never say never” but I can honestly tell you that it is the LAST thing I want to do right now.
Not because it is or isn’t something that has potential and may work for my business.
It’s simply because I do not want to put more energy into one more thing that distracts me from my focus.
I want to do more of the things that are working and do them better.
Content marketing is a long-game.
There isn’t necessarily the “hit” that comes from new platforms or the potential to be an early adopter.
And I’m O.K. with that.
I have a handful of things I’m focusing on and my primary goal is to grow my audience (i.e., email list, because I don’t care a whole lot about social vanity metrics anymore either), customer list, and assets.
What if you took the same approach to what you produced?
Here are a few questions to ask yourself:
- How would my life & business feel if I changed from more to better?
- What if I took a few weeks to research one piece of content that solved a genuine problem for my audience?
- How well would that content do if I then took a few weeks to properly promote it and schedule it to be shared as part of an ongoing campaign?
- Would the quality of my subscriber list improve if I produced better, not more?
- Which is more sustainable? More content or better content?
There is something magical about getting deep into something and seeing the potential, then following through.
We forget that who we become in the process is what sets us up for growth in the future.
Side note: this isn’t about judgment for anyone who has decided to jump into Clubhouse and is enjoying it. It’s simply not for me.
Some people thrive from non-stop activity (Gary Vaynerchuk is a perfect example of this. He loves what he does and doing more is what fuels him). I thrive from a certain amount of white space in my life.
Creating an Impact
You don’t need to be the next TOM’S or have a social cause connected with your business to leave an impact.
Whether you’re selling real estate, coaching entrepreneurs, or teaching coding… making a difference in a few lives matters.
One of the best questions you can ask yourself when you’re producing any type of content is “what is my intention?”
Do you want to entertain your audience? Educate them? Engage on a deeper level?
Does search intent, SEO, and traffic matter?
Of course, but it doesn’t have to be your primary reason or starting point. Some of my highest trafficked posts have zero SEO value.
If your intention is to serve your audience you’re halfway there.
Lastly, make 2021 be the year you consume less while producing higher quality content.
Don’t get caught up in the consumption trap.
There are only so many blog posts, videos, podcasts, or courses you need before the only logical next step is to create.