Structured Content Strategies Outperform Volume
This article was published on February 5, 2026
Categorized in: Content
For a long time, digital marketing strategies have favored volume. The conventional wisdom has been, just create more of what works and it will simply work better. The issue is that more isn’t always better. It could be construed as spammy or overdoing it. What is the better approach for digital marketing? It’s creating a highly structured content strategy where each piece of content means something.
You do need both, a structured strategy, and the ability to create as much content as you need to create before becoming ineffective. Here’s a look at why structure, for the most part outperforms volume.
More Is Not Always Better
When it comes to content, achieving greater success isn’t a simple matter of creating more pieces of content that are either similar or just like it. When it comes to content, and even to digital marketing as a whole, more isn’t always better. More PPC budget when a campaign is performing well isn’t better. A greater volume of social media posts once it’s confirmed the existing volume works isn’t always better. More articles on a similar topic, when the topic has proven to already do well, isn’t always better.
It doesn’t work this way because what we need to find is the sweet spot. With content, it’s all about finding that magical routine that works, and this could mean increasing the volume, but that might not be the right move. It all depends. Structure will always win in a debate between structure or volume because it makes overall content efforts more calculating and thoughtful.
Structured Content Strategy Grows
This is where some people fall into a trap of sorts. Structured content strategies start slow. There’s no getting around it. They are thoughtful and intentional and they capitalize on consistency. It isn’t glamorous or flashy, and the rewards of all your work aren’t immediately felt. This often causes people to walk away from it prematurely and abandon it for other, flashier types of marketing, or campaign driven digital marketing.
Well, this is the wrong move. Structured content strategies are unglamorous but are highly effective, especially when given enough time. This is because they compound over time. You may start with one article published on a company blog, for example, but if you maintain a schedule of posting one a week drawing from a list of thoughtfully curated topics that are aligned with the strategy, you’ll have fifty by the end of the year. The pace was achievable, and the results grow with each new article that is published.
Your Audience Will Trust You
When it comes to content creation, consistency is what builds trust. If your entire digital marketing plan is focused on campaign-driven thinking, this often comes off as self-serving to your audience. Structured content strategies have a different approach. They build trust because your audience will be accustomed to seeing your content shared, and it might even be there for them exactly when they need it. They feel seen and understood.
As you can see, a structured content strategy will improve your digital marketing for the long term. Campaigns are helpful, but they also don’t tell the full story.
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About the Author: Brick Marketing President, Nick Stamoulis
Nick Stamoulis is President of Brick Marketing and has over 25 years of digital marketing experience. He works directly with clients on strategy and implementation, helping solve complex challenges through SEO, AI Search Optimziation (GEO), content marketing, social media, PPC, and conversion optimization. Nick Stamoulis has worked with over 500 companies across virtually every B2B industry and also provides digital marketing consulting and training classes, helping companies improve performance and achieve the digital marketing outcomes they are looking for.
