There are a lot of benefits associated with adding an on-site blog to your business website. At the very least, it adds value for existing customers. It provides ongoing opportunities for optimization so you can remain relevant, increase visibility. A blog encourages new visitors and targeted traffic.
Your blog also allows you to establish your authority. It showcases new products or services. It enables you to take a more active role in the online community. That, in turn, potentially develops relationships with other industry bloggers or social influencers. Of course, proper execution is essential to gain the greatest benefits from your blog.
Initially, you might spend a lot of time considering appropriate subject matter. This is truly important for a couple of reasons.
First, you need to produce content that is relevant, timely, and engaging to encourage readership and sharing. However, your content is also a tool for optimization, increased visibility, and improved rankings on search engines. The quality and relevance of content are, therefore, of the utmost importance.
Once you have nailed down appropriate topics, you need to address logistics. That includes the length of your blog posts. Should you keep them short and sweet? After all, web surfers tend to exhibit a relatively short attention span, right?
In truth, you are better off penning longer-form posts, for several reasons. Here are some of the benefits you will gain when creating more in-depth blog posts.
Better Optimization Opportunities
Two things short-form blogs are good for are grabbing attention and getting comments. Shorter posts can have a purpose if you use them properly.
For example, you can use a short post as a tease for a longer article. Perhaps you will create an overview of longer content. Maybe you simply post the first few paragraphs as a way to inspire click-through to lengthier content or engage in lead generation. One way to do this is by requiring sign-up with an email address to access the rest of the blog post.
Shorter posts are also better suited for encouraging reader commentary. The problem is that comments can be a boon if you are trying to spark a discussion. Though, more and more often, this type of discussion is taking place on social media rather than blogging platforms.
What’s worse is that short blogs are less than ideal for search engine optimization purposes. The longer your content, the better opportunity you have to provide the value expected by search engines and readers. You also have a chance to include relevant and trending keywords.
This, in turn, could result in increased page rank, traffic, and overall visibility, not to mention sharing. In short, it is better to go long.
Greater Value for Readers
If visitors click through to blog posts, you can reasonably assume they are interested in the subject matter. For this reason, you do not want to use any generic information easily found in a dozen other places in a heartbeat.
The long-standing notion that shorter blogs are better has proven untrue in recent years. Data from services like Moz and HubSpot shows that longer posts are performing better and receiving more shares. It’s not just articles exceeding 1,000 words, either. Posts of 1,000-1,500 words fare much better than under-1,000 word competitors. Additionally, posts greater than 2,000 words are even more popular.
You might wonder why this is, especially if online readers are supposedly so quick to scan and navigate away. The truth is that people seeking information have questions they want to be answered. Thus, this requires in-depth analysis of a subject.
Suppose you are offering tips on greener house cleaning. Sure, you can tout the value of tossing chemical cleaners. Instead, choose to promote common household ingredients like lemon juice, vinegar, and baking soda. However, most people interested in green cleaning are already aware of these items.
You will have to provide more if you want to keep their attention and offer additional value. Provide recipes. Talk about how to tackle stubborn messes that the average homemade cleaning solvent is not strong enough address. Discuss specific tasks like carpet cleaning, removing adhesive, or streak-free glass solvent.
The point is that plenty of blogs are already offering generic information. You have to provide something extra to make your blog worth reading and sharing. Delving deeper into a topic is one way to go about upping the value of every post. It keeps readers interested, sharing, and coming back for more.
What is the Ideal Length for Posts?
This is a tricky question. There is no definitive answer. It may depend somewhat on your industry, your subject matter, and your readership. Do not artificially inflate your word count just to hit a specific number. That does not necessarily make for the most riveting, relevant, or useful content. You need to make every word count to impress readers.
That said, blogging experts seem to agree that the 500-700-word mark is no longer adequate. Additionally, anything under 500 words is a waste of time if you want to attract serious readers and encourage sharing. A solid title might bring in visitors. Nonetheless, they want more than just an appetizer. You have to deliver a hardy meal.
Some trial and error are probably in the cards. You should definitely be shooting for 1,000 words or more when you create new blog posts. You may even want to veer into the 1,500+ territory. Some say the ideal length for a post is a 7-minute read. The average visitor reads about 300 words per minute. This would be a blog post of 2,100 words.
You will have to figure what works for your subject matter and your audience. It is probably best not to be a slave to a number. Rather, shoot for an average length. Then tailor each post to the information you have available.
Keep in mind that you can always break up broad subject matter into a series of posts if one ends up getting a little too long. This increases opportunities for both optimization and sharing. It also provides reasons for your audience to return. If you would like to learn how you can start an online business, check out my #1 recommendation. If this article has been helpful please like.
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