Jonathan Perelman of BuzzFeed once gave a bold statement that “Content Is King, But Distribution Is Queen and She Wears the Pants.” It goes without saying that competition is rife in today’s online business world and that anything you are trying to do is already being done by millions of other business owners. So, how do you differentiate yourself from the rest? Of course the best way to reach millions of customers across the globe is to publish great content that gets shared on social media and one that helps to rank the site high in the search engine.

A serious dilemma that plagues most marketers and business owners is the question whether quality and quantity can go together. As a result, marketers are trying to find the right balance. They find that in order to produce quality content, they have to spend a lot of time on content at the expense of production. Doesn’t it feel like a fair concern?

The problem is that almost 64% of content marketers think they don’t use their content effectively. That represents a whole lot of web sites and online marketers. In most cases, some of them focus either on quality or quantity, but neither of the approaches can guarantee results. Any successful online marketing campaign must therefore focus on both if it hopes to cut through the noise and be heard. The good news is that customers nowadays prefer to get their information online. Close to 139 million people read blogs online each month and another 27 million pieces of content is shared every day. Research shows that the greatest amount of content is being shared through email, blogs, social networks and message boards.

However, there is a little problem here: today, there are close to 750 million websites and the number will keep on growing. As a result, the amount of content being published online is insane. What Google’s Panda and Penguin updates are essentially telling web site owners is that they should publish as much content as possible, but such content must be helpful to customers as well.

What about Distribution?

So far so good. Painful as it may sound, great content and more of it may still not produce the desired results (although you must do that), distribution will. How much time you spend promoting your content is ultimately going to make the difference for your online marketing campaign. So, you can spend more time on distribution than you are currently doing.