“Quality over quantity” is a cliche. But it’s a cliche for a reason. When it comes to your website and digital marketing, it’s important to craft thoughtful content (quality), and not churn out a lot of content at a faster pace (quantity).
A quality over quantity approach to digital content makes sense, and it’s an easy enough idea to buy into on paper: Spend more time on writing great articles, and you will get better results.
In practice though, that type of dedication isn’t easy. You need a strong team by your side to motivate you and follow through with ideas.
Still, quality content is worthwhile in the long run. Whether you’re building a website from scratch or growing your current site, your business benefits from well-researched and well-written copy. In this blog post, we’ll go over a few reasons why longform web posts matter for your website and your bottom line.
1. Stand out from Competitors
Longform content is rare because it takes more time and effort to publish. Quantity usually wins in a digital environment, as brands race to publish as much information and capture as much attention as possible.
Take a look at your competitors, for example. How long are their blog posts? How detailed are their FAQ pages? As marketing entrepreneur Neil Patel explains in his research, most blog posts are short, so longer posts give you a competitive edge.
Detailed articles also show who you are as a company. They give you the opportunity to present your brand as thoughtful, knowledgeable and helpful.
2. Make Search Engines Want You
Search engine optimization (SEO) is a tricky concept that’s even trickier to execute well. Every company wants their website to appear at the top of search engine results pages. One way to earn your spot is to write longform content on your website.
Google especially favors longer articles. In this way, quality posts lead to better SEO, which then brings more traffic to your website. If your website is well-designed (and please contact us if it’s not), more traffic will then lead to more conversions, and more revenue for your business. It’s a beautiful circle that all starts with prioritizing quality over quantity in your digital content.
3. Satisfy Your Customers’ Cravings
As helpful as SEO can be, not everything is about Google. It’s about your customers.
People want good information from reliable sources. With the constant firehose of messages on social media, it’s useful to provide in-depth content that makes life easier for your readers.
CEO of Rep Cap Media Mary Ellen Slayter spoke with the Content Marketing Institute about the benefits of longer content for growing your business. “For B2B customers, it’s not just, ‘I came to your site, I clicked, and now I’m going to buy real quick,” she said. “The decisions they make require thought and money, and the customers need to know who they’re dealing with.”
In other words, quality content helps build trust with your website visitors. By making your website a consistent source of valuable information, you encourage potential customers to come back time and time again.
“Quality over quantity” is an important lesson in web design and marketing. We relearn this lesson every day as we work with our clients. If you have questions about improving your digital content, please get in touch with us any time!