4. Online content: Why quality beats quantity – Alex Cartmill
A lot of content gurus will tell you that more is better. They emphasize the quantity of your posts and videos and emails over the quality.
I’ll concede that volume matters. The more you produce, the farther you can spread your message, and the faster you can reach some of your business goals.
But I think quality should be your number-one priority. You can’t benefit from quantity unless your content is worth reading and engaging with.
It's like two people building structures.
Person 1 is purposeful, taking time to ensure each brick lines up with the one before it.
Person 2 focuses on getting down as many bricks as possible.
At first glance, you’d think Person 2 has made more progress. But every new piece of content makes the structure less stable because it doesn’t support the work that came before.
Meanwhile, Person 1 has a smaller online footprint, but each new article or post is consistent with existing articles and posts, compounding their value. That’s because all the content passes through three key filters:
* Is my unique personality shining through, or could this come from just about anyone?
* Why would the people I want to help care about this? What value does it provide to them? How does it relate to the challenges in their lives?
* If someone else wrote this post, would I stop to read it, or would I scroll right past?
Quantity and variability can coexist with high-quality content. But if
quantity is the only goal, you’re building your business on an increasingly wobbly structure.
Go deeper: Alex is the head coach for the Online Trainer Academy and is Jon’s coauthor on The Wealthy Fit Pro’s Guide to Online Training, which goes on sale Tuesday, September 10.
|