Blogging is a great way to showcase your knowledge.
There are those who say that content is king, but at H2H Consulting we believe that good content is king.
So, if you are going to invest time in creating content, you need to better understand how long it should be, so that you can get the engagement you deserve and want.
Some people will tell you that your articles need to be at least 300 words for Google.
Yes. This is true. Google is starting to prefer longer form content in its ranking because some blogs with lower word count are also of lower quality, not all but some; therefore, they do not rank low quality pages when posts with the same topic and higher word count and better content exist. Google seems to like 300-600 word pieces a lot.
Of course, not everything has to be long.
You need to think about the purpose before you start writing.
A shorter post may be more useful if you use it to write a recap of a volunteer day at your company or non-profit. It could also be good for breaking news.
However, if you are looking to create useful pieces of content that could get you more engagement then you do need to think about the length.
The most important thing to focus on when you’re writing is the content. You need to get your message across accurately and in a way that readers can understand, which might take both more time for you to write and for them to read.
Don’t skip out on facts just to check the box that you got it done.
Prioritize good content. Make sure that the most exciting or most influential pieces of your post are near the top. That way you grab people’s attention and get them interested in reading the rest of your post. If what you’re saying is entertaining, relevant, and well-written, it won’t matter that it’s 700, 1,000 or even 15,000 words.
Don’t panic. This post isn’t anywhere near that length. It’s only 774 words.
Let’s look at one of our favorite topics at H2H Consulting, email marketing.
Using a tool we have, Buzzsumo, we had them analyze the posts over the past year.
They analyzed 27,288 articles that had 408,018 engagements. The average article only received 15 engagements. While that’s good on LinkedIn, it may not be high enough for you on Facebook.
Engagements versus the number of articles published over time show that this topic has a lot of posts driving down the engagement per post.
Some studies have found that longer blog posts tend to gather more responses, across different social platforms. With more content, there are more words to index, such as headlines, tags, page titles, etc. And the more times your post is indexed, the more it will show up, and the better it will perform, in search results.
So, what about our topic of email marketing? What length has the most engagement?
10,000 or more words?
That’s a lot of writing.
Who wants to read that much?
Some people believe that long posts will not be read due to the fact that readers have to continuously scroll down. However, the Pew Research Center has said that is not true and that readers spend more time on longer articles while getting the same number of visitors.
The types of posts that do best?
When it comes to email marketing, what would you click on?
The top 10 best subject lines in 2019
While the Email marketing title is one of the top articles for engagement, I am guessing you picked the Top 10 best subject lines in 2019.
Because you know what you are going to get and if you are looking to improve subject lines, then that would make sense for you.
Great content still needs to be found online, so you need to think about your audience and work to find topics that are relevant to them that will reach them and earn you engagement so that it will reach more people.
It’s always good to find topics that are a little more specific that you can dive deeper on.
There is, most likely, less competition.
How do you generate ideas for blog posts that will allow you to get into the deeper content your audience wants?
We recommend AnswerthePublic.com. A great site that will tell you what people are searching for online.
Here is a brief video tutorial we created to help you leverage Answer the Public.