5 Reasons Why You Should Publish Longer Content

5 Reasons Why You Should Publish Longer Content

In today’s world of bite-sized social posts, it may be tempting to believe that long-form content is dead. Nothing could be further from the truth, and if you aren’t creating longer content, you are missing a lot of great benefits from your content marketing. Yes, producing 3000-4000 words for a post involves a lot of work – research, writing, editing – that may seem like overkill in an era of decreasing attention spans. But the reality is that long-form content has a lot of benefits that make the investment worth the effort. 5 reasons why you should publish long-form content Here are five reasons why you should still be creating long-form content for your business. 1.      Increased viewing time The amount of time a visitor spends on your site is an important metric for a variety of reasons, from increased engagement of your visitors to better quality and relevance scores in search engines and advertising platforms. Longer content can increase the average time on site – It takes about eight minutes for a person to read through an 1800-word long post. It can also increase the likelihood that readers will engage with other content of yours as well.  2.      Greater position of authority The ability to produce long content generally means that you have more information that can be useful for your readers, positioning you as an authority. Of course, it can’t simply be long for the sake of being long – it needs to be high-quality and demonstrate that you put in the effort to create content worthy of your reader’s time. 3.      Higher quality conversions Making your...
Is Your Company Blog Not Working? Here’s 5 Reasons Why

Is Your Company Blog Not Working? Here’s 5 Reasons Why

Content marketing and blogging have proven to be effective digital marketing methods. Done right, they can generate leads and convert people to the next stage of your marketing funnel. Yet, plenty of company blogs completely struggle to meet their content marketing goals. For one reason or another, they fail to find the right audience — or, for some, any audience at all. Other blogs earn plenty of traffic but lackluster conversion numbers. Still others have myriad issues of their own related to various mistakes in strategy, positioning, site design and more. To help you pinpoint where your issues may lie and how you can improve your blog performance, we have come up with five reasons why your current blog may not be working. These observations come from common company blog mistakes in the industry and how the top blogs fix them to find success. You Don’t Have Your Target Audience in Mind Before you write a new blog, you should always stop to check in with your audience goals. Namely: who is this blog for? Consider your ideal target audience based on who you think will help you succeed in your business goals. If, for instance, you are a B2B software company, you may assume that your audience has at least a small level of expertise in your line of work. But if you are a financial services provider to a typical consumer, then you are going to have to cover even the most basic concepts to ensure your audience can keep up. By the same token, you have to think about things your audience would be interested in...
3 Blogging Blunders That Wipe out Content Marketing

3 Blogging Blunders That Wipe out Content Marketing

Blogging Topics Too General Poor Writing Some businesses believe that the expertise they provide will make up for any shortcomings in writing ability. This simply is not the case. Individuals lose faith in business owners if a blog looks like it was written by a high school student. It is essential to know one’s limits, and if good writing is not in a person’s expertise, they should hand off the task. Writers can be found through other blogs. Most guest authors have their contact information at the bottom of the post. Focusing On Broad Topics One slip-up that many beginner bloggers make is creating blogs that are too broad. “How to do SEO Marketing,” for example, may seem like a terrific title, but everybody knows the entirety of SEO will not be learned in a single blog. People want more targeted information, and local companies should give it to them. Instead think of the broad topic as part of a series and focus on what each part of the series would include. A bait and tackle shop, for instance, could make a blog called “How to Clean a Catfish” rather than “How to Catch a Fish.” The broader subject might attract a few clicks, but focusing on consumers’ specific needs is the better gamble. Publishing Just To Publish Companies need to publish on their social media pages daily, but they don’t need to post blogs this frequently. This gets to be a problem when a business starts to provide minimal value in their posts just so they can have something up daily. Blog routinely, but only if the post...