19 Aug Frequent delivery vs. quality content
Businesses entering the content marketing world often follow a predictable path. First few weeks or fist few marketing campaigns everything is great. Content contains lots of important information’s and offers useful bits of advice etc. Content quality is good. But then slowly but surely things start to change. Advertising step in front and content become less and less important. Time and resources necessary for creating quality content marketing become a cost that needs to be reduced.
And that is the problem because preparation of really informative content takes time and consequently money. Expecting that one can quickly prepare quality content for a marketing campaign is unrealistic. Great marketing campaigns need facts and lots of data and research and that is why it is so important that people have time to be creative and do the necessary research.
If not, every content recipient will quickly determine that this is something not worth reading. And when that happens, unsubscribe is not far behind, probably for good. So when you are in doubt and need to decide between frequent delivery or content quality choose the second one. It is true that people on the internet today have an extremely short attention span, therefore frequent delivery is somewhat necessary, but not for the price of quality. If you need more time to prepare quality content then take it, even if that means less frequent delivery.