An article on Search Engine Journal caught our attention. The piece, which looks at long-form, short, and regular-length content, raises a good point: How much effort should you put into making your content longer and more in-depth?
Long-form blogs and articles are tough to narrow down. Here are some typical traits of long-form posts:
- 1,000 words or more
- Evergreen topics
- Includes research and links
- Lots of multimedia
These posts take time to create, however, but the effort is worth it once you create a meaningful, in-depth post that discusses multiple sides of an issue and has plenty of links for increased traffic.
Short articles, on the other hand, range anywhere from Twitter-length (140 characters) to 500 words. These are snippets, news flashes, and even commentary on other blogs. Short-form articles are where you’ll find the quick “Top 5 Tips,” “Product Updates,” and “How-To” pieces. They are easy to skim and easier to write, though long-form posts often incorporate the same elements.
So what should you write? Bite-sized snippets or long-form, in-depth posts? The aforementioned article cites research where shorter posts gathered much more traffic than longer ones. It is true that a site with high traffic can trap visitors regardless of length, but getting to that point is an entirely different battle.
Regardless, publishing blog-style content can do several things for your marketing:
- You have something meaningful to share on social media.
- Posts increase the chances of people finding your site in the first place.
- Content leverages you as an authority.
- Active posting shows that your business/personal blogging platform is active.
The trick, of course, is writing high-quality content (no matter the length) and following through with every post. The follow-through means managing comments, sharing blogs on social media, and constantly linking old content and ideas into new posts. This keeps posts alive.
The quality idea isn’t new for content marketers and business bloggers. Write good stuff — it’ll pay off.
Frequent posts do one thing: Increases tags. Tags are how you tie your content into platforms search engines. Active readers often stumble onto websites by searching specific tags. More content means more tags.
There are a few different strategies out there that allow you to A) Publish the occasional long-form, comprehensive post, B) Engage readers through blog tags, and C) Keep your social media presence up and running.
I’d recommend trying out the short-post game for a while to see what comes of it. To start with, shorter posts are easier to write and are usually formed around a simple topic (3 ways to do THIS better right now, commentary on a news article, etc.). Create a weekly long-form post that incorporates recently created content for curation purposes and continue creating whenever something comes up. Stay the course and limit yourself to 3-4 short posts a day and make sure they’re high-quality, to the point, and easy to understand.