Gary Vaynerchuk posted a video earlier today that speaks to what some consider to be a “debate” between quality vs. quantity when it comes to content. His view is that ultimately those who will win biggest will be doing both. He made the point that despite what people think, “quantity” in the aggregate is coming, whether we like it or not (in fact, I would go so far as to say it’s already here.)
I would add something else to this equation that Gary alluded to towards the end of the video: consistency. It doesn’t matter if you’re writing fiction, a content blog to promote your startup, or a newsletter. Without pushing through the slog and doing the work on a daily basis, it’s extremely tough to build the kind of committed, passionate audience it takes for you to build a successful company, brand etc. Even if no one reads what you’re writing/recording, it’s vitally important that you get yourself in this habit. I speak from experience having a litany of stops & starts in my entrepreneurial life that (unsurprisingly) led to a lot of failed projects precisely because I didn’t exhibit that kind of consistency. That’s why my newsletter for mobile startups goes out every weekday, irrespective of the quality of news on that particular day. Even if it’s a slow news day, I ship. Period.
Seth Godin recently wrote his 5000th straight blog post. He’s been writing every single day since 2004. To me, that’s astounding. He refers to it as “the drip”: a steady flow of content that, over time, builds itself into a reservoir of goodwill and authority.
That’s also why people consistently do the wrong things in the SEO space; the entire black hat industry of SEO is built on the avoidance of having to put in the hours to do the work it takes to build an authoritative site. People get tired of hearing the “content is king” cliche and want to quantify the amount of effort needed to become a thought leader to see if it’s “worth it” financially. The point is, it’s never not worth it. Quality & quantity are great. But it takes consistency to give your content an authoritative voice.