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We live in a time where content is king.

To be candid, if you’re not creating ANY content, be that written, graphic, auditory, or video content, then you’re going to struggle to survive online in the next year.

With demand increasing, many businesses are quick to rush to create as much content as humanly possible to stay ‘consistent’. But consistent in what, exactly?

Generic posts, done-before videos, and uninspiring company videos that consumers scroll past? That’s what my feed looks like, at least.

There’s an unnecessary pressure to jump head first and create, create, create.

Now more than ever before, it couldn’t be more essential to understand what’s more important; quality, or quantity.

That’s what I’ll be breaking down in this week’s newsletter.

Before you scroll 👋🏻

Until the end of 2023, I’m offering 50% off my 1-1 sessions where I teach you how to create engaging content that converts into customers, and you can book an entire hour with me by using this link: https://calendly.com/jackgaisford/content-consultation-power-hour 

Shout out to Paul, Lisa, Oscar, Miriam, and Ryan for our 1-1 sessions this week. I’m buzzing to see your new video approach finally work for you!🎉

This week, I posted this video on LinkedIn.

It broke down what I’ve been testing out over the last three months, across 48 unique posts that fit into either a ‘quantity’ category, or a ‘quality’ category, and the results were as expected.

Here are the results of my 90-day test:

✅ 45 x Quantity-focused posts:
→ Reach: 178,245, Comments: 585, Likes: 1,935
→ New Enquiries: 1 Client

✅ 3 x Quality-focused posts:
→ Reach: 102,993, Comments: 156, Likes: 887
→ New Enquiries: 8 Clients

An ‘expected’ result, when you really break this old-age question down into the nitty gritty details. But I wanted to prove a point.

The point being?

Whether you focus on quality content or content at scale, is completely dependent on what you want to achieve with your marketing.

Using myself as an example, posting content like this does not generate revenue for my agency - but it does:

• ✅ Keep my social presence consistent

• ✅ Build my community engagement and retention

• ✅ Create long-term brand advocates that follow my journey

• ✅ Share my personal experiences and learnings

• ✅ Enable me to build rapport with my viewers

• ✅ Nurture my network into active recommenders

Posting content like this on the other hand is much harder to do. It takes longer, isn’t time efficient, and is technically much more complicated; but it does:

• ✅ Generate my agency new clients

• ✅ Bring cash into my business to support growth

• ✅ Enable me to hire new team and invest in my business

• ✅ Support my reputation for high-quality work

• ✅ Increase my brand perception and expertise in my craft

The question you need to ask yourself is what are you making content for, and what approach (that being a quantity or quality approach) supports the end goal of what you’re trying to achieve?

If you’re focused on more views, likes and comments, building community, sharing your journey, establishing rapport, and growing your network, I recommend quantity.

If you’re focused on bottom-line revenue, sales, cash, new clients, growth, brand reputation, and being seen as the expert in your industry, I recommend quality.

Here are a few examples of when you might use both approaches:

1. You’re on a mission to secure bigger and better clients for your business. Approach = quality.

2. You’re trying to grow your company's TikTok page to 10,000 followers. Approach = quantity.

3. You want to create adverts to target a very specific consumer to show your expertise, highlight your credibility, and ensure that they see you as the best person for the job. Approach = quality.

4. You’re building your personal brand, and you want to build a tight-knit community that slowly become advocates of your journey. Approach = quantity.

There’s no right or wrong answer, as it’s subjective, and it depends on what you want to do.

Now that you have the quantitative information, facts, and statistics, it’s up to you to tweak your content marketing approach to support the goals you want to achieve.

TLDR 💁🏼‍♀️

• Diverse content is vital for online survival.

• Rushing towards consistency may lead to uninteresting posts.

• My test showed that quantity reaches more, but quality converts better.

• Consistency is great for community building and establishing rapport.

• Quality is the go-to if you’re looking for bottom-line revenue.

 Whenever you’re ready, here’s how I can help you:

1. Book a {60 MINUTE} Content Power Hour with me, and unlock the secrets to making your social media videos stand out online as I tweak your approach, and analyse how to improve your current videos.

2. Don’t have time to create great videos yourself? Focus on your business, whilst we focus on creating the videos that you’ve always dreamed of. Get in touch to find out more.

Until then, I’ll see you in next week’s newsletter!