This is a loaded question, one that I wrestled with for over a month.
Why?
Because it subtly assumes that if you create tons of content, you're doing business right. Or, depending on where you are on the pendulum, it also assumes that you're NOT doing it right if you don't release pages long of content to promote your business.
One of my favorite things to do is watch people do great things on the internet. By that, I mean following Facebook Lives, Instagram posts and reading blogs (if they have one). My brain goes into overdrive as I begin to analyze what content strategy and tactic they've adopted in their marketing.
And boy is the results different.
A tale of three entrepreneurs…
Before we go into the question of how long your blog posts should be (if you need one at all), let's consider these three entrepreneurs.
Entrepreneur A has a podcast where she releases solo episodes and interviews with other entrepreneurs. She doesn't do written content. She has a podcast where she releases solo episodes and interviews with other entrepreneurs. She also maintains a FB and Instagram page where she nurtures her audience with high engagement videos.
Her main offer is a course teaching other entrepreneurs how to package services that sell. She has since blown past the 6-figure mark…all without 3,000+ word ultimate guides.
Entrepreneur B invites people to his webinars and nurtures them in his FB group and email list. He doesn't have a podcast or an engaged Instagram audience. He has done over a thousand webinars since he started his business…all without the fanciful 3,000+ word blog posts.
His main offer is teaching other entrepreneurs how to use webinars to sell their products and services.
Entrepreneur C relies on written content to keep his business going. He writes several blog posts a week and republishes them on Medium. His blog posts average around 1,500+ words per piece and are SEO optimized. He also has an email newsletter that he promotes his work to, and they, in turn, purchase his product and services.
He is a copywriter who creates sales pages, articles, emails and sells a copywriting guide to those who can't afford his services.
These business owners have one thing in common: they are profitable. But that's where the similarities end, content strategy-wise.
Make no mistake: content marketing is still one of the best and least sleazy ways to make money online.
But to believe that your business is only as successful as the length of your blog posts is believing that the spiciest tea cures the worst flu.
That's just balderdash!
This post isn't to criticize those who have 5,000+ word content on their blogs. Neither is it to dissuade you from sharing what you believe to be valuable information.
My question, however, is this:
Does your content fulfill your marketing goals?
Let me phrase it differently. Are you seeing a return on investment (ROI) on your content?
Think about that for a minute.
Now, my definition of "really good content" is different. A good content creation strategy acknowledges these things:
- You say what you want to say in an effective way as quickly as possible.
- Your audience appreciates this, loves this, and asks for more.
- You don't feel burdened by content creation.
- Your content fulfills your marketing goal; money or brand awareness (preferably both).
There is a rising trend of marketers urging businesses and brands to invest in long-form SEO content for their blogs. That business owners are doing content wrong if they don't rank on the first page of Google (hello, SERPs). These marketers call for the need to enrich blog content with keywords and/or drive ads to said content…
…and I can't tell you how many people feel the need to hide under a duvet when the topic of creating mega, ultimate guide content arises.
However, the biggest question no one is asking is if tons of content or long-form content is a perfect fit for the audience and brand.
Long-form, SEO posts do not always guarantee business success.
If you hate long-form SEO posts, you don't have to do it.
But if you love writing long-form SEO posts, your goals for content creation should be SMART.
- S — Specific
- M — Measurable
- A — Achievable.
- R — Relevant
- T — Time-based
Yes, SMART goals matter. Every. Single. Part of the acronym does.
Here's an example of a not-so-smart content goal.
A few years ago, I ran a lifestyle blog with about 200+ followers. But because someone asked me a question on how to handle transitioning from being a college student to a working professional, I decided to write extensive, SEO-optimized blog posts on how to transition from college into the workplace.
But these people weren't looking for a career coach. They wanted the mundane; it was a lifestyle blog for goodness sakes. Yet I took these blog posts, packaged them into an ebook for entry-level college graduates, and urged them to buy it.
Can you guess how I did in sales?
Yep, #zerosales. While my content was specific (to a point), it wasn't relevant to my audience. This is a HUGE deal.
So…how long should the average blog post be?
And my answer is: as long as you need to convince your reader that you are the solution. But this still isn't enough in some cases.
Because bigger does not mean better.
Here's what I mean.
Bigger content doesn't mean better or best performing. Just because you have the best skills at creating content marketing blog posts doesn't mean you will rank #1 on Google every time you publish a piece. You have to accept that the internet will not present you as the 1st, 2nd, or 3rd choice in your industry.
You could have the best skills in creating content in your chosen niche. However, be prepared to accept that your meticulously, hand-crafted content may never beat the average listicle on the internet. Or the fact that you need to promote the hell out of your content before you see results.
As a matter of fact. here's what Ross Hudgens, founder of Seige Media had to say about this:
It sums up my thoughts on this subject. It's possible to write an absolutely amazing, A+ post that takes three months on greeting card etiquette that comes from your awesome, well-designed lifestyle blog. But when you're up against Hallmark's C+ post, you'll lose. Ross Hudgens — https://www.siegemedia.com/seo/skyscraper-technique
The goal here is to create amazing content THEN bring this content to people who care about it and want it.
Forget being #1 on Google. It's okay to be comfortable with being fourth-place or fifth-place in terms of content length and volume.
Creating tons of content to compete with established businesses isn't always a smart idea. Not only are you taking the focus off your potential clients and their needs, but sometimes you're also going to need a huge budget to create and promote your content on a huge scale.
When I worked as a nurse on a medical-surgical unit, I had patients that were newly diagnosed with a condition. All of a sudden, I was expected to provide education, administer their medication, and prepare them so that they are fully competent enough to manage their condition before discharge. In less than 24 hours.
- Did I position myself as WebMD?
- Did I provide lots of pamphlets to the patient?
- Read the content by their bedside?
- Or have their significant other be present during the education?
This sounds complicated, doesn't it? And it's because of these 2 reasons:
1) The success of any campaign partly depends on the willingness, readiness, and ability of the learner to learn.
Every business owner or marketer should be asking these questions:
- Is my ideal client willing to learn this?
- Is my ideal client ready to learn this?
- Does my ideal client have the ability to implement this?
Here's another example featuring a tarot card reader.
I think it is ridiculous to demand every tarot card reader to provide historical charts, graphs, statistics, and infographics on studies conducted in the field of tarot reading in order to be taken seriously. Not that a tarot card reader can't provide research (go scientific tarot readers!). It's the idea that most tarot card audiences aren't purchasing tarot reading services based on 10,000+ word ultimate guides.
There's also this caveat: while this would make for a killer brand and content strategy, the question of whether the typical tarot card audience is ready to consume that much-written content should be considered.
So, instead of creating tons of content, how about approaching content creation by asking this question:
- What goal do I want this piece of content to achieve?
- How much does my audience actually care about this information?
- How much do they already know about my topic?
- Who else is dominating the ______ scene using ____ strategy?
If your goal is to challenge existing information, inform, and inspire, your wish to present a mega guide could be valid (as long as you can point to accurate research). But if your goal is to convert a prospect who is already a believer in tarot reading into a client, you are better off creating micro-content that offer small wins.
2) Creating tons of content also depends on how much your audience values the information they seek.
Take soy sauce for example.
I love soy sauce and how versatile it is in cooking. But I don't think I'm interested in reading 20,000+ word articles on making the best soy sauce or choosing the brand. Do I fancy such a level of detail in soy sauce description? Maybe. But it really doesn't affect my decision in buying soy sauce because I'm not a soy sauce aficionado. I simply don't perceive 20,000+ word articles on soy sauce as valuable content.
Here's my point: at some point, you reach the law of diminishing returns where your conversion rates don't equal the level of energy you've invested. You need to know how deeply your audience cares about your topic before you invest heavily in content creation.
Now, if I want to buy a $20,000 car, the situation is different. This is because, to me, the perceived value of a motor vehicle is higher than that of soy sauce. To get the best deal, I'm willing to read articles, watch videos, or attend a customized presentation on the performance of the said vehicle.
But the bottom line (and I think your main question) is: how can I provide lots of value to my audience?
Value is very subjective. People perceive value differently and would make decisions based on how moved they are. Not by how great your content is.
So, my answer is this: ensure that you are speaking to an audience that LOVES your guts and your marketing. Because no matter how awkward your content is, they will purchase just because of you.
But providing value also goes both ways.
Your 3,000+ word content leading to a $999 course is valuable to the reader who can afford your services. It makes sense when you think about how much investment goes into creating your amazing content.
However, expecting a college student to shell a thousand dollars for your course when he or she is whacked with survival bills is not valuable for either one of you. Not only because he or she will question the validity of your product (Eww! Too expensive!), but also because you'll come to resent creating all these "value" for people who would never reciprocate.
Content creation isn't the only way to create value. It is only a part of it. Content promotion, your nurture sequence, plus your sales strategy will give you the full ROI of your content efforts.
Conclusion: is creating tons of content still worth it?
Here's the lesson: Long-form content isn't bad. But make sure you are aware of these things:
- Does my audience care about this topic?
- Can I actually create this content?
- Is my ideal client willing to learn this?
- Is my ideal client ready to learn this?
- Does my ideal client have the ability to implement this?
- What goal do I want this piece of content to achieve?
- How deeply does my audience actually care about this information?
- How much do they already know about my topic?
- Who else is dominating the ______ scene using ____ strategy?
You can't be everything to every customer. However, you can be the best darn bus stop on their quest for whatever it is you sell. But you need a solid content strategy to keep them in an ecosystem that educates them so they understand that you are the BEST choice.
Over to you
Has lengthy content made your business more sales? Do you use a content mix? Or you don't even care? I'd love to know in the discussion below! :)
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Originally published at https://www.potterandink.net on November 21st, 2019.