As digital marketers and content producers, we are constantly investigating how to create blogs for our clients that help their websites rank high on Google and keep the right people engaged right to the very last word.
Word count definitely isn’t the only factor in achieving the above. As we discussed previously, the consistency and quality of the content produced is a critical part of a successful digital marketing campaign. A 1500-word blog might be impressive in length but if the detail, authenticity and relevancy of the content is not of value to the reader, it will fall flat.
Long-form blogs
A great blog is a well-researched and informative piece that meets the expectations of the reader (and search engine bots). To do that, it is often a long article ensures that it is properly understood by the right audience. It helps to cultivate the impression of your website as a refuge of credibility and authority in an online world that is full of poor quality, and sometimes questionable, content.
According to globally recognised marketing guru and online influencer, Neil Patel, “longer posts usually perform better on every level”. Long-form blogs, he says, have been proven by multiple studies to be beneficial for building strong brand loyalty and a top position on Google.
Short-form blogs
Don’t get us wrong though, there is definitely room for short-form content. If you know your audience is not interested in reading lengthy articles and your audience is already familiar with your brand, products and services, there may not be the need to invest hours in that 1500-word blog. You don’t want to waste anyone’s time.
In this case, the chance of the reader making it to the last word of the blog, increases exponentially. This is particularly important if your call to action is found at the end of the blog, which most times it will be. If time is not on your side and you still want content published consistently on your website, then opting for short-form blogs can be ideal to work into your digital marketing campaign.
Word count can be a tricky thing as it will be different for each business. It takes dedicated time to figure it out and optimise it for the ultimate blog that speaks to both your audience and Google.
Chat to us about tailoring a digital marketing campaign that includes blogs that do both of these things.