Exploring the Why & How of Content Velocity - Here is a Quick Guide

1. Exploring the Why & How of Content Velocity - Here is a Quick Guide Quality versus quantity is perhaps a never-ending debate in the realm of content marketing. While every expert has a unique view point on this, most of the experts offering SEO services India and abroad opine that the content quality matters more than the quantity. However, if you believe that content quality alone can help you maximise your marketing efforts, you are making a terrible mistake. Here is something you might want to note. According to a survey conducted by Adobe, over 70% of businesses work on producing 10x more content to make the best use of their digital marketing channels. With such fierce competition out there, always remember, competitors that deliver quality content more frequently than you do will stay ahead in the race of brand building and gaining more conversions. Do you want to know which performance metric may help you set the stage of an epic content delivery? It is called Content Velocity. In this blog, we tell you A to Z about it.

2. Content Velocity – What makes it so important? While it may sound like a technical jargon, but understanding content velocity is not that difficult. Basically, it is a metric that measures the speed at which a brand publishes quality content during a definite period to drive increased website traffic, generate quality leads, and achieve higher conversions. In fact, Jess Hartmann, the CEO of ProMax, the global community of entertainment marketing asserts that content velocity might outstrip content quality in terms of importance in future (larryjordan.com). Frankly speaking, we are not indulging in any quality versus quantity debate, but we ask you to find a balance between the two factors for enhancing your marketing reach and influence. So, how about understanding its benefits to get a better hang of it? Let us begin. Better competitive analysis – To gauge the strengths and weaknesses of your content strategy, conducting competitor analysis becomes significant and inevitable. And this is where content velocity comes into the picture. Not only does it help you compare your content quantity with that of the competitors, but this metric also tells you how many people are working on the content development of other businesses. Sounds mind-boggling? Yes, it is. With this data-driven strategy, we can already see you winning at content marketing. Optimise your resources –Now that you know where you stand against your competitors, it’s the time to strategize and take the right actions using the data obtained from measuring content velocity. Do you think you are lagging behind your competitors? Or do you think you need more resources to produce more content? Analysing content velocity can help you understand what and how much resources you should be investing for catching up and staying ahead of your competitors. Greater cost-benefit ratio – Today, businesses are busier in creating more content than ever before. Have you ever guessed what creates this excessive demand for content? Content marketing can generate three times more leads than outbound marketing at 62% lesser cost (contentmarketinginstitute.com). As an essential part for your content marketing programme, content velocity needs to be leveraged for getting more leads and contributing to the bottom-line of your business. Manage content cost – Analysing your content cost is important but may not be sufficient. To realise full-fledged benefits, you may want to know how much your competitors are investing as well. Measuring content velocity gives you a crystal clear picture on the same. Using these data, you can scale your budget and ace at resource planning. Since your objective is to outrank your competitors, you must aim higher and invest sufficiently to bring in the maximum returns for your business. Worry not, data gathered from content velocity will guide you through this journey.

3. Here comes the tricky part – how should you calculate content velocity? With several analytics tools floating on the internet, measuring content velocity has become a piece of cake today. But, a little guidance can save you from encountering hiccups in the middle of the process. So, here is an overview of how you should go about it. First, you have to filter down all blog pages on a website utilising the URL filter option, and second, you need to export this list to a tool that allows custom extraction of content details. While you can use SEMRush to get around the first task, you may resort to Screaming Frog for accomplishing the second one. As its crawler runs through the URLs, the analytics tool collects and furnishes you with data against important metrics like publishing date, author of the content, and word count. That way you can measure as many website contents you want in relation to your performance for the same metric. And when you have all these data in hands, it gets quite simple to calculate the content cost. Yes, the process may be time-consuming, but it resolves most of your doubts in the end. For example, if you know the average rate charged by most freelance writers as well as the word count per page on a particular site, you can easily estimate how much your competitor is currently investing in its content development. Next, you can compare this estimation to your current budget allocated for content production and marketing. Have you extracted the author names of all contents? Well, this information will tell you the structure of your competitor’s content team. To produce content of very high-quality, you too may have to get experienced copywriters, SEO writers, and content analysts on your team. In other words, you must understand what your competitors are doing so that you can level up your strategy for driving better results for your business. Pro Tip: Whether your measure content velocity of one, two or multiple competitors, make sure you maintain an excel sheet to analyse where you exactly stand against your competitors in this intense race of content production. The way forward – When it comes to content production, users and the search engines have a tendency to prefer quality over quantity. However, with content velocity gaining momentum in recent times, you can easily have the best of the both worlds now. There are chances that you might find this process to be protracted and time-consuming but hang in there because the end result is going to be worth all your efforts. To avoid being overwhelmed, you may also hire professional content marketing services for the right guidance. Best wishes from our side.

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