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Never Confuse Quality with Popularity

Content Marketing
Content Marketing

What does high quality content mean to you?

Something that gets a lot of social attention in the ecosystem? Something that gets many comments? Something that has a big impact in your life? Something that gets viral only for a few days?

What is quality content for you?

There are blog posts and other types of content that gain a lot of traction every single day. The old bloggers, that started their journey in blogging a few years ago and today are the VIPs in town, created an audience that automatically shares their article, reposts them or even links to them.

Think about Seth Godin. He doesn’t have a specific social media strategy. He only publishes the article on his blog and then shares it on Twitter and Facebook. No images to gain more traffic. No live Facebook videos. No Instagram account. No Google+ strategy. Only e-mail, Twitter, Facebook and no comments.

But he is blogging every day. Think about this. EVERY SINGLE DAY. Even if it’s a Sunday, a regular Wednesday, the first day of Christmas or January the 1st. He writes a blog post for every single day. And he doesn’t use any strategy to convert more people to his blog. He doesn’t use an exit pop-up or a sidebar banner ad or other strategy that other bloggers use. He just writes the articles. His own ideas. His own style. His own blog.

And sometimes this strategy doesn’t represent the best “quality content” that you want to see from one of the best marketing bloggers in 2016. Where are the infographics? Where is his weekly podcast? Where is his weekly video? Where are his Instagram Stories? His Q&A on Snapchat?

Quality vs Popularity

Exactly. Quality doesn’t mean popularity. But also popularity doesn’t mean quality.

I’m using Nuzzel to get the most shared articles in my Twitter feed from influencers.. And guess what? The top articles are not from Seth but from blogs that create regular articles, not high quality but regular. And what does that mean? Am I following regular influencers? Or does it mean that Seth Godin is not a high quality writer?

I don’t know. But if Seth is not among top writers or bloggers, does that make the rest of us content marketers crappy writers & bloggers?

I’m not saying that I’m a quality writer. I’m not even a writer. Sometimes I have moments when I consider myself a blogger, but there are only a few.

What I really want to say is that we need to stop confusing quality with popularity. If it’s a popular piece of content it doesn’t mean that it’s a quality one and vice versa.

We need to stop confusing quality with popularity

To conclude this blog post let me ask you again the question I started with: What does quality content mean to you?

Your turn to comment:

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Robert Katai

Content Marketing Strategist

"Content isn’t king. Usefulness is. Robert does this in the online marketing and social media space with ease."

Ram Castillo