How Do You Balance Quality and Quantity in Content Marketing?

The yin-yang is widely recognized as a symbol of duality. It represents how seemingly opposite forces are interconnected, and even complementary. You can find this duality everywhere you look in nature. You can also find this duality persistent in business.

In today’s vlog, I’m exploring an age-old marketing dichotomy with James Carbary, founder of Sweet Fish Media. I asked him, “How do you balance quality with quantity in content marketing?” I love his answer because he and his team recognize the importance of the relationship and have found a way to strike the perfect balance between the two seemingly opposing forces.

Here’s James.

TRANSCRIPT:

Brandon:

Hey guys, Brandon Redlinger here, director of growth at Engagio, and today’s question is for my good friend, James Carbary. Now, James is the founder of Sweet Fish Media and a content master. So, the question that I have is in content how do you balance quality and quantity?

James:

I love the way you asked this question, man because you’re exactly right it is a balanced. Way too many people say that quality is more important than quantity and I completely disagree. I think quantity is just as important as quality, and here’s why – there is a ton of content out there, there’s so much of it. And so if you want to stay top of mind with your buyers you have to do quantity.

You have to put out content on a very regular basis. So, this is how we do it,
this is how we’ve struck the balance – we do an interview based podcast, and we do that daily. From that podcast we’re repurposing the content in our email sequences, we’re putting it out on LinkedIn every single day and because of that we’re staying top of mind with the people that we want to stay top of mind
with.

Now full transparency, we are a podcast agency so we produce podcasts for B2B companies. So, I’m really bullish on this so much so that I built an entire business around it. But here’s why I think it strikes the perfect balance – because so many people have a hard time putting out quality content on a very regular basis because it’s all contingent on the the knowledge in their own head. But with an interview based podcast, you are leaning on the wisdom and expertise of other people, not yourself. So we interview CEOs, VPs of marketing and CMOs at fast-growing B2B companies. We talk to them about what’s working for them, strategies they’ve deployed, tactics they’re doing that are working, and then we publish that content to our own channels. And so because that’s our model we’re able to do quality and quantity. And I think any company can can execute that strategy as well.

Orchestration

Brandon Redlinger
Brandon Redlinger
Brandon Redlinger is the Director of Growth at Engagio, the Account Based Marketing and Sales platform that enables teams to measure account engagement and orchestrate human connections at scale. He is passionate about the intersection between tech and psychology, especially as it applies to growing businesses. You can follow him on twitter @brandon_lee_09 or connect with him on LinkedIn.

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