Brands are churning out more content now than ever before. Even though companies are paying more money to create more content to compete in a more crowded space, sometimes content falls flat and does not perform. The content doesn’t build business or drive results, rankings, or traffic. Is it time to prioritize quality over quantity?

Today’s guest is Gaetano DiNardi from Nextiva, a Voice over Internet Protocol (VoIP) software company. Gaetano talks about what can go wrong from publishing too much content without a strategy. He discusses how to balance content quality with content quantity based on personal and professional experience.

 

Some of the highlights of the show include:

• Marketing Mistakes: Brands can’t buy ads to become a famous brand
• Common Content Problems:
  • Companies don’t think about distribution
  • Lacks subject matter expertise and authoritativeness
• Compounding Effects: Time, money, and effort spent on quantity over quality
• Content Cleanup: Audit current content to create new optimized, quality content
• Content Considerations:
  • Is the content good or not?
  • Does the content produce leads and signups?
  • Does the content educate and inform audiences?
  • Is content measured to evaluate effectiveness and engagement?
• Content Creation Process and Less is More Strategy:
  • Search Google for every topic before producing content
  • Compare rankings to create better quality, higher relevance, more value
  • Develop cornerstone pillars of content and associated pages to get results

 

Links:

• Gaetano DiNardi on LinkedIn
• Nextiva
• Monday.com
• Backlinko
• Rand Fishkin
• Salesforce
• HubSpot
• Ahrefs
• Gong
• NerdWallet
• Single Grain
• Leveling Up by Eric Siu
• Marketing Examples
• Saltbae
• Dave Ramsey
• John Barrows
• Peter Schiff
• Ben Sailer on LinkedIn
• CoSchedule

 

Quotes from Gaetano DiNardi:

“Companies don’t think about distribution. They just produce.”

“Most content actually lacks expertise, authoritativeness, and it doesn’t always seem like it’s coming from a subject matter expert because oftentimes, it’s not.”

“All this quantity, you have to keep maintaining it, and you have to keep it up to date.”

“These are assets that never die. They live forever if they are good quality.”