By Joe Pulizzi published October 1, 2010

Is Quality Content Enough?

Brian Solis and Vocus just released a research report about what marketing executives think of online influence. When asked what the single most important action a brand can take to increase their influence online, 50% of marketers answered – create and share compelling content.

This research is in line with our recent findings that marketers are increasing their spending on content marketing.

Just Create Content?

At first glance, the solution looks simple – create lots of compelling, valuable content and customers and prospects are drawn to you. Two points on this…

  • Creating compelling content is THE most challenging issue for marketers today (36% cite it as the biggest challenge). It’s not easy.
  • Creating quality content by itself is not enough.

There is still a belief with many marketers that if they create quality content, the customers will come. Yes, content is at center of our marketing today, and definitely at the center of our social media.

Go out and create great content. Be the leader in your industry because you consistently share value. BUT, share it. Find out where your customers are hanging out and be there. That means online, offline and even in print. Get involved in authentic conversations.

You simply cannot be the trusted leader or content partner without actively being a part of the conversation. This is easy to say but hard to do (this is incredibly difficult for large brands).

Quality content is not enough. There is no silver bullet.

Author: Joe Pulizzi

Joe Pulizzi considers himself the poster boy for content marketing. Founder of the Content Marketing Institute, Joe evangelizes content marketing around the world through keynotes, articles, tweets and his books, Managing Content Marketing and Get Content Get Customers. Joe's latest book is Epic Content Marketing (McGraw-Hill). If you want to get on his good side, send him something orange. For more on Joe, check out his personal site or follow him on Twitter @JoePulizzi.

Other posts by Joe Pulizzi

  • http://www.zmags.com Christina Pappas

    I have seen a lot of debate on quality vs. quantity. I strongly believe that marketing and sales is on the same page (or almost there) in regards to the ‘cease and desist’ effort on talking about their product and are now focusing on producing content that helps customers, propsects and brand fans.
    Joe – what are your thoughts on quality vs. quantity? Do you think that companies should put out content to simply put out something with a few gems mixed in? Or do you think a few really great showstopping pieces is enough to gain traction?

  • http://www.bluewaterdirect.com/blog MaKenzie Birchell

    Fantastic post! I’m a firm believer, both personally and professionally, in the importance of balance. Compelling content plays a large role, but balancing your quality and quantity will also improve effectiveness. Each company or individual should strive to find the right formula that works best for them, but will need to listen to their audience and make continual adjustments. Great information and thoughts, as always, Joe!

  • http://www.grt2studios.com Greg Taylor

    Creating great content is just a step in the right direction with content marketing. The other half is finding and sharing other valuable articles and distributing them throughout your network.
    In my opinion, quality will always trump quantity when it comes to the value of content as long as the the time between content creation isn’t too long.
    Thanks for the post!

  • http://blog.junta42.com Joe Pulizzi

    Thanks MaKenzie and Greg for your comments.
    Christina…to answer your questions, quality always comes first. There is no reason today why a brand can’t consistently create great content. If it’s just so-so content, there is no reason to put it out there with the other bad content that exists.
    Now if you can great lots of great content, that’s fantastic. So, if I’m a brand, I’m focused on daily, weekly, monthly and quarterly content that is always stellar. Best in the business. If you can’t do that, do what you can that is quality. If not, don’t do it.
    Thanks again

  • http://www.onlineprnews.com Christine

    This is such an important post Joe. I believe that a company’s attention to the quality of their content is such a reflection of the level of quality that customers perceive they will receive from that company.
    Thanks for this!

  • http://blog.esimplestudios.com Gabriele Maidecchi

    I agree that content is fundamental, however in today’s world it’s not just content that matters, but also how you present it.
    Awesome content presented in a sucky form often doesn’t get the visibility it deserves, or doesn’t get the deserved hits due to lack of a careful SEO work behind it.
    Let’s face it, sadly, content is *not* everything. On the other side, SEO can be fixed, blog design can be enhanced, but if your contents suck, you’re kind of doomed from the beginning.

  • http://allwellbeing.com/ Watkins

    Quality of content is in direct proportion to the quality of your visitors user experience.