Finding Synergy
For the first time in my life I have found something that I am absolutely passionate about, and it is marketing. Who knew? In retrospect it seems so obvious but that’s not the purpose of this article. I have some thoughts I want to share about the relationship between quality and quantity in content creation.
The relationship between web, search, social and email marketing is a complicated and multi dimensional one. As with such things, there are many solutions and most of them… well, most of them suck. It’s a simple but brutal fact. The solutions that are the most effective are the ones that make use of the strengths of each channel, the one where the qualities compliment each other and create a synergy where the sum is much greater than the parts.
Tempo
This is the philosophy that has drawn me to providing a content service that works on specific channels. These are the core channels of digital marketing that work together to build a community and match strengths to opportunity. This ability is based on the relationships between quality and quantity that are natural to each channel. I’m specifically talking about Twitter, Facebook pages, Websites and blog posting, and email campaigns here. I list them in that order for a reason; ascending quality and descending quantity.
Twitter – Rapid Fire
Fast tempo, high volume publication with short posts by definition. You need to put out so much information that piques the interest of your audience and provides an avenue of engagement, usually a link, to click on. This is your bait on a hook, content that goes far and wide to find the few members of the audience
Facebook Page – Daily
Facebook has its own community and quirks, if you will, but it is a social network that gives the writer much more scope than Twitter’s 140 character limit. So, the tempo is slightly slower and the quality much higher. You can write a decent post on a FB status along with pictures and video, if you so choose.
Pillars To Post – Once Or Twice Weekly
The most effective posts are longer and more detailed. When you write about a subject in a blog you need to deliver value and intrigue your readers with quality. This is what internet blogging coach Yaro Starak calls the pillar post. It is the longer form, information rich content that supports trust in your audience and convert’s it into a community. I highly recommend Yaro’s blog and, if you have the time, reading his free e-books.
Solving Search
Google states clearly and emphatically in the company mission statement that they are seeking to perfect the art of search. This means that, while it is still important to follow the forms of search engine optimization and schema, search is seeking to understand what you are writing and prioritize that content. This gives their audience what it values most, which is high quality content.
The Top Of The Pyramid – Weekly Or Monthly
The trade you make to read Yaro’s e-book is signing up for his email marketing list. This is the key to building a sales funnel but it also requires that you give before you receive. To create the desire to join your mailing list you must first prove that you offer real value to your readers. When all channels are working together you will know when it’s working. Your audience, community and client base begins to grow.
Quality And Quantity Create Balance And Structure
Each channel has its own strengths and applying the best mix of channels for your brand will give you the critical balance that comes from the marketing sweet spot. When you match high tempo/high volume channels to low tempo/high quality you cover all the bases and create a path for growth.
The difference between success and the lack of it is sensing the certainty of that growth is happening. The complimentary channels of social, web, search, and email mix tempo and quality content to help the most deserving publishers rise to the top. The right mix of channels creates a structure that gives you the most effective presence in digital media.
