Content Head
Content Head is a podcast for B2B marketing professionals on small teams, or at early-stage startups, who want to learn how to create a foundation of world-class content for their organizations. In each episode, Joe Michalowski shares his own experiences as a solo content marketer and pinpoints what it takes to get more done with less. Joe discusses bite-sized topics and provides both tactical and strategic ways to approach your own content strategy. Ultimately, the lessons learned will help you understand how to prioritize and optimize your team's investments in content.
Content Head
“More” May Actually Be a Strategy
The episode begins with a reflection on content strategy, particularly the long-held belief that "more is not a strategy." However, the speaker, Joe, begins to reconsider this stance. He emphasizes that the debate isn't about quantity versus quality but how to integrate both effectively. Joe recalls his experience starting at Mosaic in October 2020, where he was part of a small team challenged with creating impactful content in a new market space. He describes the initial struggle to balance the demand for increased content production with maintaining high quality.
In the second part of the episode, Joe discusses the pressure of constantly producing more content, as dictated by their bosses, and how it led to a mindset of doing everything for a reason. The team focused on creating content that would resonate with their audience, even if it meant satisfying the demand for increased quantity.
Joe acknowledges the common advice in content marketing to not create more just for the sake of it and to focus on repurposing content. He then admits that the feedback they received indicated that their strategy of producing more content was working, as their audience felt they were seeing the company everywhere.
In the concluding segment, Joe circles back to the quality versus quantity debate, asserting that quantity is meaningless without quality. He advises against perfectionism in content creation, advocating for useful content for the target audience. Joe also stresses the importance of foundational content that integrates into a larger system, allowing for the repurposing and reiteration of core ideas.