Friday September 22nd 2017

Quality Always Trumps Quantity

 

From my latest at AllAccess.com:

In college, there was an economics professor who always said “Change for the sake of change and tradition for the sake of tradition are equally wrong.” I find this mantra to ring true for on-line content in the radio world. Content simply for the sake of content will never lead to success for your brand.

Instead, what will lead to the success of your brand is quality content. Instead of pumping out a daily video of you sitting in front of your Macbook, get with your digital team and work out a plan to shoot a higher-quality, content rich weekly video. Your listeners will be grateful that you’re taking the time to give them something actually worth consuming, instead of a transparent effort to fill your blog with quantity over quality.

This goes for all on-line content, not just video. Your Facebook posts, blog entries, Twitter updates…everything needs to be worth consuming for your listener. Otherwise, you’ll train them to not expect much when it comes to your on-line presence, and when the day comes when you do pump out an incredible piece of on-line content, you won’t have the audience you think you do and it’ll sit idle on-line.

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