The episode begins with a reflection on content strategy, particularly the long-held belief that “more is not a strategy.” However, the speaker, Joe, begins to reconsider this stance. He emphasizes that the debate isn’t about quantity versus quality but how to integrate both effectively. Joe recalls his experience starting at Mosaic in October 2020, where he was part of a small team challenged with creating impactful content in a new market space. He describes the initial struggle to balance the demand for increased content production with maintaining high quality.
In the second part of the episode, Joe discusses the pressure of constantly producing more content, as dictated by their bosses, and how it led to a mindset of doing everything for a reason. The team focused on creating content that would resonate with their audience, even if it meant satisfying the demand for increased quantity.
Joe acknowledges the common advice in content marketing to not create more just for the sake of it and to focus on repurposing content. He then admits that the feedback they received indicated that their strategy of producing more content was working, as their audience felt they were seeing the company everywhere.
In the concluding segment, Joe circles back to the quality versus quantity debate, asserting that quantity is meaningless without quality. He advises against perfectionism in content creation, advocating for useful content for the target audience. Joe also stresses the importance of foundational content that integrates into a larger system, allowing for the repurposing and reiteration of core ideas.
Name: Joe Michalowski
What he does: Director of Content
Rethinking Quantity in Content Strategy
Joe starts the episode by reevaluating the common notion that “more is not a strategy” in content creation. He reflects on his experience at Mosaic, where he was tasked with generating impactful content in a new market. Despite the challenge of balancing quality with the increasing demand for content, Joe notes that their strategy of producing more content seemed effective. The audience felt that they were seeing the company everywhere, indicating a successful reach and engagement.
The Quality vs. Quantity Debate
A significant part of the discussion revolves around the perennial debate of quality versus quantity in content marketing. Joe argues that while quality is indispensable, the quantity of content also plays a crucial role. He advises against perfectionism, emphasizing the importance of producing useful content for the target audience. The key, he suggests, is to create foundational content that can be repurposed and reiterated, thus maintaining quality while also meeting the quantity demands.
Content Repurposing and Audience Resonance
Another insight Joe shares is the strategy of content repurposing. He stresses that creating new content shouldn’t just be for the sake of it but should feed into a bigger system. By focusing on foundational content, the team was able to build a library of assets that could be drawn upon repeatedly. This approach not only addressed the challenge of producing more content but also ensured that the content resonated with their specific audience, particularly in the B2B SaaS and startup finance sectors.