Is more content more than less content?
In recent years many businesses have embraced content marketing and increased the amount of content they are producing. However, around half are still struggling to create engaging content.
The Content Marketing Institute recently released two studies that interviewed businesses in the US about their online content: 2014 B2C Content Marketing Research and 2014 B2B Content Marketing Research.
The studies found that 90 per cent of B2C businesses are creating online content, compared to 93 per cent of B2B businesses.
The studies also found that most businesses have increased the amount of content they are producing since last year's reports. Although these statistics are positive, many businesses are still facing the same old problems.
While nearly half said they are finding it difficult to produce the type of content that engages online consumers, the other half are struggling to generate enough in the first place.
The studies found that 51 per cent of B2C businesses find it difficult to produce engaging content, and 47 per cent of B2B businesses had the same issue.
It is important to publish online material regularly, but having more content does not mean it is more effective.
In a recent Google Webmaster Help video Google's Head of Search and Spam Matt Cutts answered the question, "Does a website get a better overall ranking if it has a large amount of indexed pages?"
Mr Cutts said that simply because a site has more indexed pages does not mean it will have a higher ranking. Google is rewarding sites with fresh and original content that users would find helpful. However, Cutts did point out that if a site has more pages, it has more of an opportunity to gain a higher ranking.
"If you have more pages where they have different keywords on them, then they might have the opportunity to rank for the individual queries a user has."
The most effective way to ensure your content is engaging is to consider the needs of your target audience. Think about what your customers would find useful or interesting, then set up a strategy based around it with realistic goals.
Posted by Dylan Brown