Content Marketing Strategy: The Final Word on Quality Vs. Frequency

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More than a month ago, I argued that quantity, or even better, the frequency, doesn’t determine quality. Since then, I’ve been struggling with this question.

As a brand editor, I make daily decisions about the quality and relevancy of an impressive array of texts, podcasts and videos by also considering the brand’s overall story, their prospects and customers, and channels the content is intended for.

Last month, I twisted Joe Pulizzi’s argument, “Everywhere I go, I find marketers who are challenged with creating more content. More blog posts, more eBooks, more videos, more podcasts … more, more, more. … I’m done with more.” I focused on the correlation between ‘more’ and ‘good’.

It didn’t end there. I’ve been bothered by this a lot. I couldn’t stop thinking about it. And then last week, I came to the same conclusion as Joe. Quality first, frequency second (depending on high quality content that is ready for publication).

It’s not like this is new, but many brand editors and content marketers are under pressure to post new content as many times per week as possible; research shows that even a modest increase in publishing increases leads.

But last week I made peace with myself; it was probably my d’oh moment: as editor you shouldn’t succumb to pressure to publish more. Your main concern should be the quality – not saying yes because there’s nothing else to post but you’re expected to post something.

I’m not saying I’ve been doing that; I just talked to many content marketers who are responsible for sourcing and even writing original content for their site and that’s exactly the pressure they’ve been feeling lately.

It’s like, damn if you do, damn if you don’t. I strongly believe that you should pay more attention to high quality and relevancy, taking all other factors into account. Great quality makes readers come back.

You may say, “D’oh, Nenad.” Well, it isn’t as obvious as you may think. Many are struggling with this. According to B2B Content Marketing Benchmarks, Budgets and Trends Research Report, for example, producing enough content is the biggest challenge across B2B marketers.

Each one of you have to find what’s best for your case. It’s good to look around and see what worked and what didn’t for others. Just because Content Marketing Institute can publish seven quality posts a week (and they worked hard to get to this point), it doesn’t mean you should “copy” them. Every case is unique.

So, if a day or two or three or even more pass by without publishing new content, you shouldn’t panic, unless you promised too much. Rather post when you have something relevant to say. And say it well.

 

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His film credits include The Good Wife (1987) where he played “Sugar”, the younger brother who ‘knew’ his brother’s wife.[1] Vidler made his feature film directorial debut with the 1997 filmBlackrock.[2] It was the only feature film he ever directed. He was the good-meaning teacher, Mr Simmons in the BAFTA award winning Jeopardy and also plays Neil Webster, Tara’s father in the Australian drama Dance Academy, he also played officer Frank Williams in WWE Films’ See No Evil (2006).

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Batman is a fictional superhero who appears in American comic books published by DC Comics, as well as in a number of movie, television, and videogame adaptations. The character was created by artist Bob Kane and writer Bill Finger, and first appeared in Detective Comics #27 (May 1939). Originally named “the Bat-Man”, the character is also referred to by such epithets as “the Caped Crusader”,[5] “the Dark Knight”,[5] and “the World’s Greatest Detective“.[5]

Batman is the secret identity of Bruce Wayne, an American billionaire, industrialist,


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and philanthropist. Having witnessed the murder of his parents as a child, he swore revenge on criminals, an oath tempered with a sense of justice. Wayne trains himself both physically and intellectually and dons a bat-themed costume to fight crime.[6] Batman operates in the fictional Gotham City, assisted by various supporting characters including his crime-fighting partner, Robin, his butler Alfred Pennyworth, the police commissioner Jim Gordon, and occasionally the heroine Batgirl. He fights a large assortment of villains, often referred to as the “rogues gallery”, which includes the Joker, the Penguin, the Riddler, Two-Face, Ra’s al Ghul, Scarecrow, Poison Ivy, and Catwoman. Unlike most superheroes, he does not possess any superpowers; he makes use of intellect, detective skills, science and technology, wealth, physical prowess, martial arts skills, an indomitable will, fear, and intimidation in his continuous war on crime.

Batman became popular soon after his introduction and gained his own comic book title, Batman, in 1940. As the decades wore on, differing interpretations of the character emerged. The late 1960s Batman television series used a camp aesthetic which continued to be associated with the character for years after the show ended. Various creators worked to return the character to his dark roots, culminating in 1986 with The Dark Knight Returns by Frank Miller, followed by Batman: The Killing Joke by Alan Moore and Arkham Asylum: A Serious House on Serious Earth by Grant Morrison. The success of Warner Bros.’ live-action Batman feature films have helped maintain public interest in the character.[7]

An American cultural icon, Batman has been licensed and adapted into a variety of media, from radio to television and film, and appears on a variety of merchandise sold all over the world such as toys and video games. The character has also intrigued psychiatrists with many trying to understand the character’s psyche. In May 2011, Batman placed second on IGN’s Top 100 Comic Book Heroes of All Time,[8] after Superman. Empire magazine listed him second in their 50 Greatest Comic Book Characters of All Time. The character has been portrayed in films by Lewis Wilson, Robert Lowery, Adam West, Michael Keaton, Kevin Conroy, Val Kilmer, George Clooney

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The Autodromo Nazionale Monza is a race track located near the city of Monza, north of Milan, in Italy. The circuit’s biggest event is the Formula One Italian Grand Prix, which has been hosted there since the sport’s inception.[4]


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Built in the Royal Villa of Monza park in a woodland setting,[5] the site has three tracks – the 5.793 kilometres (3.600 mi) Grand Prix track,[2] the 2.405 kilometres (1.494 mi) Junior track,[3] and a 4.250 kilometres (2.641 mi) high speed oval track with steep bankings which has been unused for many decades and is now decaying.[4] The major features of the main Grand Prix track include the Curva Grande, the Curva di Lesmo, the Variante Ascari and the Curva Parabolica. The high speed curve, Curva Grande, is located after the Variante del Rettifilo which is located at the end of the front straight or Rettifilo Tribune, and is usually taken flat out by Formula One cars.

Drivers are on full throttle for most of the lap due to its long straights and fast corners, and is usually the scenario in which the open-wheeled F1 cars show the raw speed they are capable of (372 kilometres per hour (231 mph) during the mid-2000s V10 engine formula, although in 2012 with the 2.4L V8 engines, top speeds in F1 rarely reach over 340 kilometres per hour (211 mph)). The circuit is generally flat, but has a gradual gradient from the second Lesmos to the Variante Ascari. Due to the low aerodynamic profile needed, with its resulting low downforce,[6] the grip is very low; understeer is a more serious issue than at other circuits; however, the opposite effect, oversteer, is also present in the second sector, requiring the use of a very distinctive opposite lock technique. Since both maximum power, and minimal drag is the key for speed on the straights, only competitors with enough power or aerodynamic efficiency at their disposal are able to challenge for the top places.[6]

In addition to Formula One, the circuit hosts an endurance event, the 1000 km Monza, which has been run as part of the World Sportscar Championship and the Le Mans Series. Monza also featured the unique Race of Two Worlds events, which attempted to run Formula One and United States Auto Club National Championship cars against each other, and previously held rounds of Grand Prix motorcycle racing, in the Italian motorcycle Grand Prix. Current major events are races of the World Touring Car Championship and the Superbike World Championship, as well as various local championship races

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