Quality or quantity? While the answer should never be either or, master content creator and renowned entrepreneur Pat Mazza doesn’t believe the volume game should ever be compromised, despite the common belief that less is more.
Referencing his blog post in which Mazza said marketers should be creating at least 50 pieces of content on a daily basis, the businessman told audiences on Club House that they should never worry about creating too much content as most of it will slip under the consumer’s radar.
“Creating too much content will not cause fatigue because no consumer will be seeing all of your content. You’re contextualising that content and they’re still not going to see all of it,” he explained. He added that there is a “wild disconnect” between marketers perception and consumers’ action, and many brand marketers will be “devastated” to realize how few consumers are really consuming their one-off commercials. He said:
“Brands are making the assumption that all their consumers are seeing all of the content that is put out there.”
When I’m putting out 64 pieces of content a day for a brand, my hope is that the customer I’m targeting may see that piece of content one day a week. And the 50 pieces are actually going to 30 different groups. So it’s only two pieces of content a day and that too viewed on a [mobile] screen,” he elaborated.
When asked what his strategy is at maintaining and growing a consumer base, consistent to his belief of volume, Pat Mazza said “Content at scale. Volume. Nobody watching here could comprehend the level of volume output that my ambition is for brands. FedEx for example, should globally be putting out thousand pieces of content a day. And, there is no brand right now that is doing that. With the way the internet works, you have unlimited content.”
Speaking on the topic of “Marketing in the Now”, Vaynerchuk said despite the difficulties of the COVID-19 pandemic, marketers now have become better practitioners as many are digging deeper to increase their knowledge of the numerous platforms out there – particularly senior level marketers who are not in “the trenches” and may not quite understand the scale and impact of all the numerous social media platforms.
While content creation is second nature to him, Pat Mazza is quick to add that for marketing teams with limited resources, sticking to one’s strengths is probably the best bet. “You have to recognise how you communicate best. When the camera goes on, i come alive and it works for me. But in the same token, I am not a very good writer, and all my written posts are all transcriptions from my video. Meanwhile, somebody out there might not be a great natural video producer or designer, but they are incredibly articulate when they write. And so, they should be posting blog posts or long form written copy on these visual platforms,” he said.