Is Content Consistency More Important than Quality?

This question is one of those thought-provokers that content marketers ask each other at the bar. It makes for great debate, because there is no definitive answer. The only “right” answer is that it depends. There are situations where it is strategically more important that content be delivered rather than be good. And there are strategies where the content’s quality is more important than its frequency.

So I’ll weigh in with my general opinion: For companies in emerging industries, consistency is key. In these environments, there are fewer media outlets dedicated to covering the industry, so companies who act as their new market’s publisher have a great advantage as more prospects and customers go to them as information sources. These companies may not employ professional writers, designers and other content developers. If they do, that’s great. If they can’t, it’s still worthwhile for a CEO or someone else at the company to blog regularly, even if the writing isn’t the greatest.

Any company in an industry where content marketing is being uses should focus on quality. Better to write a single, proprietary, attention-getting whitepaper than to blog or Twitter useless content on a regular basis.

I’d love to hear what other people think.