What is the optimum content length for your business blog? This is a question that many businesses assume they know, but actually, don’t and it can have a major impact on your business’ digital marketing success, how readers perceive your brand and its chances of helping readers solve a problem.
Quality Versus Quantity – Again
This is another part of the quality versus quantity question that we’ve answered previously were we suggested that you should really be aiming for both, for better performance online, audience interaction and search engine ranking. However, there comes a time when increasing your content length is not going to achieve anything other than adding words to a page.
The problem is that most people only read a small section of your blog copy. Therefore, the longer your content, the less useful content they will absorb, lowering the chance of the audience interacting with your brand.
The alternative is that you are too enthusiastic about a subject that isn’t exciting to your audience. For instance, if you are a car wash specialist and there are new car wash products on the market, for which you create a 2,000 word blog post to explain all the scientific data backing up the products, you will find that your audience just doesn’t need or want all that information. They might be interested in your reviews, but they only need to know whether the products are any good or not and if there are any drawbacks.
Deciding On The Right Length For Your Content
Choosing the right content length for a blog post is tough and should not be done in a blasé fashion. First you need to understand the true value of the topic you are writing, and then consider your audience and finally, decide how quickly the question can be answered.
If your topic doesn’t have much value to your audience, then it doesn’t require much attention and should be shorter. In contrast, if it is vital information that everyone needs to know, then it deserves extending the length of the content.
You also need to know your audience. If you are talking to academics, then the content length should be longer. These people like to sit down and read articles of length and fully absorb a subject. Those that aren’t academic generally prefer content length to be shorter but there are obviously other factors to this such as how much time your readers are likely to have.
You should answer the question: how easily is this questioned answer. If you think you can sum up an answer in one post, then you shouldn’t draw out your content length. Your audience will know when you’ve written too much on a subject and this can affect their opinion of you.
Content Length Is Shortened?
Despite the tendency for articles to be longer than necessary, sometimes articles are the opposite. This is often the case when writers expect the audience to know certain facts that they don’t or when the brand is using a content writer and just wanting to get the content on the cheap.
Limiting copy to a certain size is not effective and can diminish the value as you leave important parts out of the content to comply with the word count restrictions. Therefore, flexibility is often required within your writing.
Writing for an audience is one of the trickiest aspects of digital marketing. You might know the subject well, but does your audience? This creates an image of having to teach the audience to suck eggs when a shorter article is likely going to be better for conversion, interaction and lead generation. Only by considering the topic itself can you truly know what length your content needs to be.
How long are your blog articles? What interaction rates do you achieve?
Let us know in the comments below.