Speed v Quality: What's more important in content creation?

Photo: Aleks Jason - WTP Creative Director

Photo: Aleks Jason - WTP Creative Director

 
 

As content marketing has become a staple piece in the diet of any healthy marketing strategy; marketers quickly find themselves in the age-old perfectionist's dilemma. It's a great problem to encounter as it forces you to more closely consider your content marketing strategy and its alignment with your core business values.

It's the question of SPEED v QUALITY.

Should we spend a significantly more time in the development of content to make sure it's 'perfect'? Or, are we better placed to quickly develop and be the first to distribute our content?

If you read a lot online and follow a certain few commentators - you'll see they place a huge emphasis on speed, and being the first to publish. But on reflection, some trail and a lot of error; I'd argue differently and that in order to truly develop a balance that's best for your brand, you should consider three questions...

1. What are your brands' key values?

As with any marketing initiative; the activities need to align with your brands' values and purpose. Your content creation process and strategy should be no different. In fact, I'd even argue that ensuring that your brands' values speak to either side of the 'Speed v Quality' debate, in the long run, will significantly influence the strategies success.

A brand which values well thought-out, considered and deeper conversations - may determine that dedicating resources to further research and ultimately extend the content creation process, is the most 'on-brand' move. On the other hand, a brand which considers consistent, omnipresent, 'short and sharp' conversations, will likely lean towards choosing speed.

You'll likely find that your conclusion is a culmination of both speed and quality. The decision here is significantly based upon the resources to which you want to put into the content creation process. And finding a balance that adequately delivers content that meets your brands' expectations. It's evaluating what the par quality and par speed you expect from your content creation process?

 

2. What are the needs to reflect the needs of your audience?

It's a very useful practice to consider the needs of the audience you're speaking to, especially in deciding what type of content to create. Is there a certain expectation amongst your audience that you're communicating with them a certain number of times? How are other industry leaders or competitors meeting your market? Is there an opportunity to communicate more? Or is the space saturated and will fewer, but higher quality pieces appease their needs?

When planning for a content strategy, especially today, listening to the 'needs' of your audience is more important than ever before. Too often to brands just make content for the sake of it, without actually determining what their audience wants to discuss. You need to engage your audience in a conversation, not just speak to it. (We can help you with this...)

Try out some social listening tools which will identify conversations being had in your sphere - or even a simple Instagram search will allow you to get an understanding of your audience's behaviour.

3. What are the opportunities available for your brand to 'hijack'?

This is a really cool element which, if done well, can produce some of the best results for any content marketing campaign. We call it 'hijacking' at WTP, but basically means finding significant relevant events, social trends and news cycles, to which you can utilise to gain relevance for your brand.

We think of it as taking your brand to the crowd; instead of spending precious resources on bringing the crowd to you.

A great example of this is Adidas' use of its social media channels to announce the arrival of Paul Pogba to Manchester United. Adidas, as the kit supplier to United, quickly responded to the announcement with a video announcing his arrival featuring UK rapper 'Stormzy.' Responding to the breaking news fast, saw the video obtain over 1.3 million views and significant brand engagement. A good example of choosing speed.

SIDEBAR: Whilst you'll probably argue that Adidas' had the advantage of time to prepare the video with Pogba, their decision to act just moments after the announcement, contributed to the majority of the video's success. Choosing to be fast garnered the desired results for Adidas.

 

Effectively it allows your brand to gain social relevance off the back of conversation your audience wants to be having. Understanding this best, and responding with speed, can deliver infinite brand value - especially if done regularly and, at scale.

 

At the end of the day - determining the balance between Speed and Quality is a decision which really needs to be made with an understanding of your brand, audience and landscape. Finding the right balance can drive success and develop healthy routines which will allow your content to become better and more effective.

- Jacob Arnott, Director - WE THE PEOPLE

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At WE THE PEOPLE, we believe that brands need to become great storytellers and exist purely to help them do so. We'd love the chance to chat about utilising content to deliver engagement for your brand - so why not hit us up?

 
Jacob Arnott