Quality vs Quantity in Reputation Management, Part Two: How to Save Your Reputation with a Middle of the Road Approach
This article is part two of a series we’re doing on the quality vs quantity debate – be sure to check out the first post in the series for context before reading this one.
We established in our last article that a middle of the road approach works best as a solid answer to the age old quality vs. quantity debate. However, we didn’t have the time or space to analyze exactly what that approach would look like. Today, we’re back for more on this important topic.
Please consider the Hubspot article analyzing quality vs. quantity we directed you to last time. The whole thing is worth reading, but if you don’t have the time to take it all in, we’ve got the most important bits for you right here.
Check out the graph that the marketing company followed at the beginning of the experiment: although they switch things up throughout the article, this is actually a pretty good model to follow.
You’ll notice that 48% of the content the company creates is “tactical” in nature – which is the distinction they give to their medium quality content. This is not throwaway, instantly produced content, but it is also not the most in-depth content the company offers. The smaller percentages, such as the 13% each shared by “Deep Tactical” and “IG/SS” – “Deep Tactical” being the company’s distinction for 1500+ word feature-like, highly in-depth articles and “IG/SS” meaning infographics and slide shares – which require very little work compared to the tactical and deep tactical work – are for higher and lower quality content, respectively.
So what you need to do for your business or personal reputation online, when you’re creating positive or neutral content to push bad content off of the first pages of Google, is to create a mix of low, high, and medium quality content.
This is because each type of content serves a different function, as follows:
- Low quality content is designed to quickly attract readers and draw attention away from negative content, as well as introducing potentially interested parties to your brand. The attraction of low quality content is that you can potentially produce quite a bit very quickly.
- High quality content retains readers with in-depth, highly comprehensible, interesting words and rich images – and may also get your website(s) more links and other measures of popularity and legitimacy (which can only help your SEO – meaning it can help you move past the negative content out there).
- Medium quality content does a little bit of both. It can be produced more quickly than the highest quality content, but will also retain more readers and more deeply interest them than the low quality content. The majority of content you produce should be in this range, because it has the best combination of speed and staying power.
Like the company in the graph above, aim for close to 50% of your content to fall into the medium quality range, then 25% each in the low and high quality ranges. This will allow you to maximize the benefits and offset the negative effects of every type – meaning that you’ll more quickly and thoroughly be able to put your past behind you.