Quality can no longer be at the expense of quantity says Andrés López-Varela

In the latest episode of the limited series podcast Marketer’s Most Valuable Perspective, Andrés López-Varela, General Manager of Storyation, meets up with Dear Storyteller’s Mike Drysdale to dive deeper into the controversial ‘quantity over quality’ concept he championed in his State of Social workshop. López-Varela explains how quality can no longer be at the expense of quantity, suggesting that content will simply get drowned out if it’s not consistently posted.

The two go on to explore the ideas of ‘maximum volume possible’ and ‘mental availability’, where López-Varela suggests that by increasing content output we will have a better chance of understanding and catering to audience demand.

López-Varela said: “I think mental availability is actually the best way to explain what we need to achieve. Because without that engagement, email subscribers, followers; none of that stuff can happen if you’re infrequent with your content, if you’re stop-start with your marketing.

“And even more importantly, if you are not understanding what works, and you’re putting a lot of stuff out there, but it’s crap, then it’s obviously not going to work either. So while I do want people to do maximum volume possible, I want to make sure that they’re focused on delivering against the underlying audience demand, rather than just filling up the space.”

The conversation also covers the shifting attitudes towards search engine UX and the way that Google’s stronghold over the search engine market share is bound to falter amid the emerging trend of ‘crowd-sourced search engines’.

Previous episodes of State of Social’s podcast have included conversations with actor Myles Pollard, Thinkerbell’s Adam Ferrier, Urban List’s Susannah George, Next Door Australia’s Jennie Sager, and Dr Holly Ludeman.

Click here to listen to the episode or here to watch The Marketer’s Most Valuable Perspective on YouTube.