EP. 10: “More” May Actually Be a Strategy

February 5, 2024
Content Head | Content Marketing | Marketing Strategy

Episode Summary

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.

Featured Host

Name: Joe Michalowski
What he does: Director of Content
Company: Mosaic

Featured Guest

Key Insights

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.

Available on these platforms:

Related Content

In the latest Content Head episode, host Joe Michalowski discusses the challenges of explaining the role of a content marketer to family and friends, especially during the holiday season. He...
In this episode of Content Head, the host, Joe Michalowski dives into the critical aspect of understanding your audience in content marketing. The episode begins with a personal story, illustrating...
In this episode of Content Head, host Joe Michalowski dives into the nuances of B2B content and SEO. He begins by discussing research from Nigel Stevens and John Collins, highlighting...

In this episode of Content Head, Joe Michalowski dives deep into the pitfalls of clichéd content hooks and the importance of genuine engagement. Drawing from his college experiences, Joe highlights...

In this episode of Content Head, host Joe Michalowski dives into the world of SEO, debunking the common belief that it takes at least six months to see returns. While...

In this episode of Content Head, Joe Michalowski shares his unexpected journey into the realm of content marketing. Starting off with a title of “brand journalist” straight out of college,...

In this episode of Content Head, Joe Michalowski dives deep into the world of content strategy. He emphasizes the importance of understanding what truly works for your audience and business....

In this episode of Content Head, Joe Michalowski dives deep into the ever-evolving debate of quality versus quantity in content marketing. While many marketers grapple with the balance, Joe questions...

Explore content by topics

We create content that matters to you. Search based on a variety of topics & tackle your biggest challenges.

Articles. Podcasts. Videos.

Sign up for our newsletter

Marketers in Demand is here to help B2B marketers grow and learn. Our newsletter includes a collection of insights and experiences from marketing professionals who do the work. We handpick the best content from our website, featuring articles, podcasts, and videos. Our goal is simple: To offer practical, up-to-date knowledge to our readers.

Each issue of our newsletter blends fresh ideas and proven strategies. We cover the latest trends and share hands-on advice. We also bring you interviews with marketing leaders, right from the heart of the industry. These are real people, with real experiences to share.

Scroll to Top