Does Quantity Beget Quality?
I came across an article that, at first blush, took me aback:
For a content creator, quantity is quality.
What?! Quantity over quality? Never!
But I read on…
Trust famous author and screenwriter Ray Bradbury: "Quantity produces quality. If you only write a few things, you're doomed."
Okay, I’m listening…
Publishing more frequently gives you more reps. You accelerate improvement. You gather more feedback from your audience. And you provide a richer sample to the search algorithms. You give your prospective audience a better chance of discovering your content and getting to know you.
Quantity requires consistency, though. You can't postpone content creation until you get those legendary three uninterrupted hours. Content creation must become second nature. It only happens when you do it every day.
Well, much to my own surprise…I concur.
If you’re not a writer, you don’t often write. So when you sit down to write (albeit infrequently), if can feel like a monumental undertaking. Truth is, for many it is.
Writing Requires Muscle Training, Which Begets Muscle Memory
You wouldn’t go to the gym and expect to dead lift 300 pounds for 20 reps on your first outing. And you can’t expect to knock out 1,000 words of thought leadership content if you haven’t been training those muscles.
So what’s the alternative?
[SHAMELESS PLUG ALERT!]
Content is becoming an ever-more-critical component to the marketing ecosystem. But as more and more content is being generated, good content is becoming harder and harder to find. Meaning, it’s becoming increasingly difficult to create content that stands out and sinks in.
So, if you can’t pull it off with ease, to maximum effect, and with minimal disruption to your time and attention, find someone who can.
The subject matter expertise that exists in your head and that comes as a result of your vast domain experience represent the raw minerals that make for effective thought leadership content marketing. If it takes someone else to mine for the raw minerals, refine them into valuable resources (in the form of content—written, audio or video), so be it.
Better to trust the content to someone who has achieved quality by virtue of their ability to achieve quantity (where you are unable).