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When it comes to Content Marketing, the prevailing options facing marketers today appears to be one of Quality verses Quantity:

“Should we post fewer, more personalised, higher quality pieces or flood the market (even outsource) with a constant stream of lower quality, generic-but-fresh content?”

The problem with this question is that it assumes all the power of this decision lies with the decision maker, the marketer.

This used to be the case in a one-way broadcast, interruption marketing world.

Now that our message must not only earn users permission in order to be seen, but also be surfaced by the algorithms, that case is gone.

The power has shifted from the marketers hands into the hands of the consumer.

Therefore, Quality verses Quantity is no longer an either/or proposition.

Quality is now a must.

No Quality, No Quantity.

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