Jun 7, 2026 · 47 min · 13 segments
Marketers love to measure everything. Robert Rose joins A. Lee Judge and Rocio Osuna on The Business of Marketing to ask a harder question: what happens to all the value marketing creates that no…
A. Lee JudgeHost
Rocio OsunaHost
So, Rocio, what do you think is more important in content marketing, quality or quantity? Quality.
And we often see headlines that say things like, you don't need more content, you need better content.
But what you'll notice is that most of the time, those comments come from the artisans of the content who are more focused on being creative than being effective.
Because they can't create quantity, they suggest that companies over-index on quality.
But in a world where you have SEO and AIO and word-of-mouth marketing, I don't think low volume simply just doesn't work.
You have to have both because the problem is quality is absolutely what you need.
However, most companies don't create enough quantity to move the needle in the first place, no matter how quality their content is.
And so there's a phrase that I've adopted from our guest today, actually, that he often says, the phrase, those two things can be true at once.
And in this context, I think quality and quantity can both be accomplished, especially with the AI tools we have today.
What do I mean by that? I mean that from a business standpoint, you have to take two steps.
The first step is to recognize the quantity of content, you'll need to make to move the needle.
Then that needle could be like visibility to your audience, sufficient content for your content calendar, showing up enough and in enough places to get the attention for AI search results to actually show you.
And the second thing is you must address at the same time is creating quality content to match that quantity.
So when we start with human input and then use AI as a productivity tool and then end with human review, we're able to achieve quality and quantity at the same time.
So I know, Rocio, I've been going on and on about this, but I'll end by saying this.
So one, before you listen to someone that says you don't need more content, first think about if you have enough content in the first place.
Have you reached the bar at which you can afford to not create more content? Otherwise, you still need more content.
So, Rocio, what do you think is more important in content marketing, quality or quantity? Quality.
And we often see headlines that say things like, you don't need more content, you need better content.
But what you'll notice is that most of the time, those comments come from the artisans of the content who are more focused on being creative than being effective.
Because they can't create quantity, they suggest that companies over-index on quality.
But in a world where you have SEO and AIO and word-of-mouth marketing, I don't think low volume simply just doesn't work.
You have to have both because the problem is quality is absolutely what you need.
However, most companies don't create enough quantity to move the needle in the first place, no matter how quality their content is.
And so there's a phrase that I've adopted from our guest today, actually, that he often says, the phrase, those two things can be true at once.
And in this context, I think quality and quantity can both be accomplished, especially with the AI tools we have today.
What do I mean by that? I mean that from a business standpoint, you have to take two steps.
The first step is to recognize the quantity of content, you'll need to make to move the needle.
Then that needle could be like visibility to your audience, sufficient content for your content calendar, showing up enough and in enough places to get the attention for AI search results to actually show you.
And the second thing is you must address at the same time is creating quality content to match that quantity.
So when we start with human input and then use AI as a productivity tool and then end with human review, we're able to achieve quality and quantity at the same time.
So I know, Rocio, I've been going on and on about this, but I'll end by saying this.
So one, before you listen to someone that says you don't need more content, first think about if you have enough content in the first place.
Have you reached the bar at which you can afford to not create more content? Otherwise, you still need more content.
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