You Need Both: How to Ensure Your Content Is Meeting Quality and Quantity Thresholds / Marketing Strategy / Last Modified: February 22, 2017

Learn about duplicate copy issues, how often and when you should post social media posts and blog posts, and how to use SEO.

There's no denying that both quality and quantity play a big role in today’s content marketing.

But it can be difficult to know if you are meeting today's frequency and quality standards.

In an attempt to increase quantity, some companies opt for sharing relevant content from other sites.

This can be risky if it violates Google’s best practice policies related to lack of originality.

Other companies know they need to publish frequently but have no idea how many posts a day or week constitute frequent.

Related Article: Keeping Up With Google: Content Marketing and Google's Phantom Update

Google’s Duplicate Copy Advice

Those who publish online copy are sometimes confused if penalties exist for duplicate content, especially because this is a given part of the online landscape.

Google states there are no duplicate content penalties; however, your ranking can be negatively affected by housing duplicate content. Still confused?

The truth is that thin content and boilerplate content should be avoided in order to remain in good standing with Google.

What is duplicate copy?

Duplicate content refers to blocks of copy in a domain that are identical or very similar to content housed on other domains.

What is boilerplate content? 

Boilerplate content is text that can be used again in a different context without any substantial changes from the original.

And last, what is thin copy?

Thin copy is copy that lacks quality. It is called thin copy because low quality copy is sometimes related to word count.

Now that we all understand the difference, let’s discuss how to avoid running into problems with Google.

Avoiding Duplicate Content Issues

If you have a situation where several pages of your site contain identical content, but each page still provides unique value, you should be okay.

Google doesn't penalize a site for duplicate content, but it may ignore pages with duplicate content. This will not help your search engine ranking, but it will not place you further down the list as a penalty.

Avoiding Boilerplate Issues

One way to avoid boilerplate penalties is to consider the way you organize your information on your site.

For example, let’s suppose you have 10 pages dedicated to one product; a page for each color stock keeping unit (SKU).

Most likely, you will have some unique copy on each page, but the majority of the copy will be boilerplate content repeating the same description for each color SKU.

A way to avoid this penalty would be to have one page for the product and list each color SKU under the product description.

Related Article: Spread the Word: 6 Overlooked Channels to Promote Your Blog Posts

Avoiding Thin Copy Issues

Many people mistake the meaning of thin copy to be short copy. This is why you will find SEO gurus throwing out endless word count minimums to avoid thin copy issues.

The truth is, there are no minimum word requirements to content. Instead, focus on providing value. Can you succinctly get your message across in 200 words? Short can still be sweet.

How Often Is Frequent?

Each social media network requires a different amount of posting because the way people use each network varies.

Companies must understand which networks require the most attention and which networks will thrive on a less is more approach.

  • Twitter: Requires the most frequent posting due to its transitory nature. Three to 30 times a day between 1:00 p.m. and 3:00 p.m.
  • Instagram: Popular for visual content. Two to three times a day between 9:00 p.m. and 8:00 a.m.
  • Facebook: You will find your broadest amount of followers here. Don’t overwhelm them with feed updates or they will hide you from their wall.Ten posts per week, between 1:00 p.m. and 4:00 p.m.
  • Pinterest: Similar to but not as aggressive as Twitter. Similar to Instagram for its visual content. Five times a day, between 2:00 p.m. and 4:00 p.m. then again from 8:00 p.m. to 1:00 a.m.
  • LinkedIn: More professional in nature. Keep your posts business-centric. Once per day, between 7:00 a.m. and 9:00 a.m. or from 5:00 p.m. to 6:00 p.m.
  • Google+: Followers do not use this venue to receive a lot of information. Two times a day, between 9:00 a.m. and 11:00 a.m.

All About Blogs

Blogs are a separate beast from other social media content, and should be published at least once per week. Many companies will publish two to six posts per week.

The average blog is 500 to 1,000 words, but trends are showing an increase in word count. More companies are publishing 1,000 to 1,500 word blogs and the number of bloggers writing 2,000+ word blogs is steadily growing.

Two and a half hours is the average amount of time spent on creating a blog.

Use SEO to Get Your Content Seen More

There are hundreds of ways to use SEO to make the most of whatever amount of quality content you are producing. However, if you want to focus on the optimization of one element, it would be the page title tag (also known as the HTML Title Element).

Why is the title page tag so important? There are three reasons:

  1. Using keywords in your post’s title can significantly help your page achieve better Google search results.
  2. The title is often what Google uses in search engines results as a search snippet link.
  3. Title keywords usually end up as links back to your web page.

Don’t get carried away and add keywords to titles when they don’t make sense. This kind of keyword stuffing may be flagged as a boilerplate technique and be penalized.

Related Article: Content Marketing Done Right: What Works And What Doesn’t

In order to ensure your company is meeting quality and quantity thresholds, focus on publishing quality content.

Know the frequency needed for each of your networks, and use SEO techniques to boost the visibility of your content.

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