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...Inevitable is the classic "quality versus quantity" debate. In rebuttal to the pushback that Vaynerchuk's comments received, he astutely asks, "why not both?" Why can't brands create a lot of high quality content? Sure, some of this content will work and some will miss the mark. Not all attempts will result in a viral homerun, but we live in a real-time world, where individuals are increasingly looking for more context from their content.
Content providers are going to have to play a very different game. A personal case study comes to mind. On May 21st, I published my second business book, CTRL ALT Delete. Along with a digital experience to compliment the launch of the book, my digital marketing agency, Twist Image, took the interesting stats and data from this experience and created a SlideShare. Instead of simply tweeting and sharing the link throughout my online social spaces, I shared some of the unique stats (akin to Vaynerchuk's tripling down). I expected this deluge of content to upset my online community, provoking negative comments and pushback.
Much to my surprise, the SlideShare quickly surpassed 100,000 views, and the number of new followers and friends coupled with the retweets and shares sent my overall analytics through the roof. Creating what Monty refers to as "digital clutter" seems to have been the most effective strategy to get the word out. How did this happen? People aren't "on the ready" just because I decided to hit a publish button. The frequency of posting matched with the quality created greater attention and focus on the message. It's a tough lesson for new media thinkers to hear: traditional tactics like frequency and repetition work....
CONSISTENCY is the name of the game - frequency and repitition are only moderators. Content must be consistently published so as to create consumption habits as well as content must be consistent with (or surpass) audience expectation