It’s a cliche to say quality over quantity. But with content, you need to unpack it a bit. First let’s explore quantity, because it really does matter. If you have invested in the content, you need to get it out there.

As a guideline, you should invest (time or money equivalent) of 5 to 1. That is for every hour you invest in content production, you should invest 5 hours distributing it. Or simply allocate budgets that way.

Measuring reach isn’t as simple as going, how many people saw this.

As in 2021, we have to go, alright do we count people that left after 1 second? How many of these were accidental clicks? What about people that visit the content twice? What about bots?

The closer you can get to unique people, the better.


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