Blog | March 14, 2022

Questioning The Quality And Quantity Of Our Marketing Content


By Perry Rearick, Chief Editor, Follow Your Buyer


Thought for the Week—Questioning the Quality and Quantity of Our Marketing Content

The B2B content creation process often begins, or should begin, with questions. Typical questions are:

  • How many pieces of content will there be?
  • What form will the content take? Article, blog, case study, video.
  • How many words are needed?
  • What are the topics?
  • What products or services are to be highlighted?
  • What is the deadline?

But are these the right questions?

If content marketing was like Jiu Jitsu, Wendy Jacobson would be a 9th Degree Red Belt Grandmaster. She knows a thing or two about creating great content. She recently received an interesting question from a blogger. “Is it possible to churn out 3-4 blog posts a day and achieve quality?” My initial response was, churn out? Perhaps! With quality? Unlikely! Wendy offered a more thoughtful reply.

Wendy artfully invited the blogger to ask a different question, one that we should all write in big letters on our psycho-cybernetics list. “How can I best deliver value to my target market with my content?” Her question prioritizes the quality of our marketing content over quantity.   

And Wendy’s question spurred more questions for me.

  • What do buyers in my target market care about?
  • How does my target market describe what they do?
  • What issues do they face?
  • How do my organization’s capabilities align with their issues?
  • Where do they go for solutions?
  • What forms do their content preferences take?

And there are many more. I urge you to embrace Wendy’s recommendation and think about the people in your target market as you begin your content creation process.

I hope you have a great week!