In your quest for generating compelling content for your small business website, you likely have run into this conundrum before: should you write one long blog post or several short ones per week? What has more impact? Which adds more value to your customers?
Ah, therein lies the question. You’re not the only one struggling with this.
Both are important and both can be seen as your best strategy. But the answer isn’t the same for everybody. Consider this: if you had to choose between writing five low-quality blog posts or one high-quality blog post this week, which do you think would be more beneficial? Or, look at it this way: what’s better for your readers…one long, boring blog of 1,000 words with no break in between, or several quick, 300-word blogs that you can post per week on your site and social media platforms that offer a real solution for your customers?
See how the question can be flipped? No wonder why small business owners have such a hard time with this!
Short and Sweet
If you’re more of a short and sweet type of writer, that’s great — provided you’re solving a problem for your reader or adding value to their day. We tend to be of the “blog early, blog often” mindset. Start blogging from the time your business has set up shop online or on social media platforms. Snag readership from the get-go, and you’ll be rewarded with the trust of your customers.
After all, blogs assist businesses in attracting new website visitors and converting them into leads. Every time you create an original blog post, you create a new opportunity to be detected by search engines, get linked to by other sites, become shareable on social media, and snag a new person to interact with your company.
More monthly blog posts inherently lead to higher inbound traffic, says Neil Patel, but the assumption that blogging more will increase your traffic and rankings will only ring true if you don’t sacrifice quality. This can be where it gets tricky for many small business owners who just don’t have the time or patience to write impactful, quality blogging content. This can be remedied, though, with a few skilled writers you can turn to in times of need.
Long and Informative
If you’re the type to do a deep dive into your blogs, that’s OK too. A recent study by Moz shows that increasing the length of your articles and blogs, along with adding several relevant subtitles to break up and organize the content provides you with an average boost to organic traffic of 14 percent.
Improving your title to appeal to more readers yields a nine percent increase on average. Including a relevant video increases organic traffic by four percent, while one image or more increases it by five percent.
The takeaway here is: if you’re going to take the time and energy to write a long blog post (we’re talking 800 to 1,000 words-ish), you have to make it easy to read in digestible chunks. Throw a lot of headers in there, an image or two, a pull-out statistic, etc. If you’re just going to ramble on (even though you know you’re imparting knowledge), it won’t do any good because people just won’t invest in the time to get through it.
It’s simple, really: the root of outstanding blog content is all about serving your customers and meeting their unique needs.
Have your blogs been doing that?
If not, get in touch with us here at Content Runner. We have hundreds of writers to choose from that know your industry and can write about whatever topic you can come up with. Try us. Notice the difference.