Is it better to have 100 hooks in the water with stale bait or only 1 or 2 with the tastiest bait in the world?
I've been thinking about content, SEO, blogging, etc a lot recently. Some of it has to do with a recent post that has stirred considerable interest but mostly from some private conversations with industry folks I really respect.
It suddenly hit me that there are generally two approaches to content. Quantity vs quality.
If the web is an Ocean and Google the tour guide then what is the best way to be a featured stop on the tour? Is it to have as many attractions (read pages) that aren't necessarily that vibrant (read activity) but show up at every turn or is it better to invest more energy into the BEST stop on the tour (assuming a search query is the "tour") that people go out of their way to find?
I think the answer is different depending on what you are trying to accomplish. If you are looking to sell a trinket and make a quick buck I would argue that having a shack at every stop makes sense. The web version of a hot dog cart.
But if you are looking to be a destination, build customer loyalty, have repeat business, charge a premium for your services and products then I would argue you should invest in one really good destination (your website or blog) and maybe put up some signs along the path pointing to your awesome place. The web version of "Rock City".
By "invest" I mean engagement. Be active, encourage others to engage, be that "tasty bait" that the fish can't resist. Google will see that activity and reward you for it.
Neither approach is wrong, it really matters who your audience is. I would argue that a service company is best served by being "Best In Class" and a product company is better served by having as many hooks in the water as possible to catch all the fish swimming by looking for a quick snack but not a relationship.
Ideally you want both but there are only so many hours in the day and it's important to use your time effectively. I would argue you closely consider your audience, your product and put together a strategic plan that finds a good mix between quantity and quality.