Quality vs quantity—which matters more? That seems like the eternal question for content marketers. Most experts in content creation services agree that quality comes first. And we agree! Offering lots of low-value content won’t engage your audience, and will pull focus away from your best work.
But don’t assume that quality and quantity are mutually exclusive. Your content creation strategy can achieve both. Let’s talk about some strategies to make that happen.
1. Create a Visual Workbench
Finding the right visual for each new piece of content can eat up a lot of time. It’s even more time-consuming when you have to start from scratch every time. Here’s a way to avoid this roadblock: create a visual workbench of assets.
A visual workbench is a library of assets that are carefully designed to fit your brand and appeal to your audience. It could include iconography, data visualizations, illustrations—whatever makes the most sense for your content needs. Once this library is created, you and your team can continually pull from it to enhance social posts, emails, landing pages, infographics, motion graphics, and more.
A visual workbench should be a cornerstone of your content creation strategy. It will ensure that your content looks visually consistent (even if you have a large internal team or if you work with a content creation services partner). And of course, a workbench will help you to produce high-quality content faster.
2. Tackle Long-Form Content First
You can create efficiencies by working on long-form content first. This could mean recording a podcast episode, creating a long-scroll infographic, or designing an ebook. Then, use these as resources to pull out smaller pieces of content. Think about it. Is it easier to pull an eye-catching quote or statistic out of a whitepaper—or try to write a whitepaper around a single statistic?
3. Modular Static Content Creation
This strategy allows you to create long-form and short-form visual content at the same time. How? It’s simple. All you need to do is create long-form content that’s made up of individual sections or “building blocks.” When each section is designed to function on its own or as part of a whole, you have a lot more options for how to share it.
For example, you could start by creating a modular long-scroll infographic. Then, you might repurpose the main illustration as a blog header. Pull out individual sections and share them as social media assets or presentation slides. You could even use these building blocks as scene boards for a simple motion graphic. The key is to make sure each modular section is designed according to dimensions that will make them easy to reuse.
4. Repurpose Content For Multiple Channels
This strategy seems straightforward. If you’re not repurposing your content across different channels, you’re probably doing a lot of extra work. But there’s a right way and a wrong way to repurpose.
Here’s what you don’t want to do: just automatically cross-post every new piece of content across all your channels. Why not? First of all, different channels have different requirements for image sizing, image contents, and video duration. Secondly, you don’t want your channels to just be clones of each other—that just encourages your audience to tune you out.
So here’s a good general rule: resize and cross-post smaller pieces of content that drive engagement to larger, “hero” content pieces like a microsite, a motion graphic, or an ebook.
Look for strategic ways to transform content. For example, take a scene from your new motion graphic and create a looping GIF to share on Instagram or Twitter. You worked hard to create that content—now, make sure it’s working hard for you.
Enhance Your Content Creation Strategy
Making high-value content doesn’t need to take up all your time. You can speed up the process by investing in a visual workbench and creating modular content that’s versatile enough to reuse. The results will allow you to consistently reinforce your brand and keep your audience coming back.