News Courtesy of Moz.com:
Posted by Jeff_Baker
A prospect unequivocally disagreed with a recommendation I made recently.
I told him a few pages of content could make a significant impact on his site. Even when presented with hard numbers backing up my assertions, he still balked. My ego started gnawing: would a painter tell a mathematician how to do trigonometry?
Unlike art, content marketing and SEO aren’t subjective. The quality of the words you write can be quantified, and they can generate a return for your business.
Most of your content won't do anything
In order to have this conversation, we really need to deal with this fact.
Most content created lives deep on page 7 of Google, ranking for an obscure keyword completely unrelated to your brand. A lack of scientific (objective math) process is to blame. But more on that later.
Case in point: Brafton used to employ a volume play with regard to content strategy. Volume = keyword rankings. It was spray-and-pray, and it worked.
Looking back on current performance for old articles, we find that the top 100 pages of our site (1.2% of all indexed pages) drive 68% of all organic traffic.
Further, 94.5% of all indexed pages drive five clicks or less from search every three months.
So what gives?
Ryan’s Take 
I do believe that content volume can be beneficial in driving organic traffic to a website. Sure, it might take some time to reap the benefits of a frequently updated website. Since I started to use content curation to chime in on popular design and SEO topics, I’ve noticed some keyword impressions I would have never expected. In fact, currently, the #1 keyword for impressions is Moz Open Site Explorer. At an average position of 50.2 it leads my heavily targeted keywords of SE Ranking and SERanking at a combined average position of 80.
I find it dumbfounding that I could outrank one of my more heavily optimized pages for the serps with a page that has a fourth of the number of words. Of course, how many competitors and the search volume of a keyword will affect positioning. Still, If I hadn’t started on my content curation crusade (nice alliteration?), that page would not exist. However, MOZ is spot on with content quality. It is imperative that you write the absolute best piece of content for a particular keyword. It is not enough to have a lengthy page full of fluff. You need content that will keep your audience. After all, user engagement IS a ranking factor.
Even when you have great content written, it needs to be promoted through link building to boost ranking for your targeted keyword. Unfortunately, I haven’t had much time to devote to link building on my own blog posts. I’m hoping that natural links will eventually crop up. Working on having my website become an authority site in my industry is something I’ve been steadily focusing on. This is where volume comes into play. I have no data to back it up, but I think that Google looks for and respects new pages being indexed on a regular basis. Think of it like getting a gold star in kindergarten. The more gold stars you tally up in the school year, the more you’ll be noticed by the teacher, Mr. Google! It has to count for something, right?
