In an ideal world, your business would have the time and resources to create a ton of quality content over a long period of time. Unfortunately, business owners don’t operate under ideal circumstances. Rather, most companies eventually have to make a choice in regard to their content marketing strategy: should they value quality or quantity more? It’s a tough question, and there’s no “universal” answer. What’s right for one business might not work at all for another. Still, there are pros and cons to each approach, and we’ll break them down here:
Before anyone launches a blog, they need to ask themselves what’s the purpose of writing content for their site. Are they interested in educating their consumer base, or does their blog exist for another reason –– such as product promotion or current-events commentary. For most B2B businesses, a longform approach tends to work best –– especially if they exist in a niche industry that isn’t widely publicized. On the other hand, if your consumer base already understands everything they need to about your product, then you should consider more creative tactics –– and probably more blogs to generate lots of traffic.
Detailed content pieces can overwhelm new leads who only hold a tentative interest in your business. Conversely, qualified leads may find short blogs and concise web pages lacking in important information they need to make a smart purchase decision. In many instances, timing will dictate how effective your content will prove. As such, business owners need to identify when leads most typically visit their site in the buyer’s journey, and craft content in a linear fashion that provides more detail in increments. For more information on how to build a marketing strategy around critical micro-moments in the sales process, you can visit www.advocado.media.
Maintaining a professional blog is one of the best ways to increase a website’s presence online. But which type of blog will help you rank on search engines? Are a few in-depth pages more beneficial than many brief pieces? At the end of the day, long content has a better chance to gain traction online than shorter articles. Still, businesses bloggers that write multiple pieces a week can link their work together and form pillar pages or content offers from them.
The Bottom Line
In the end, your content needs to be useful to your clientele. If you can achieve that goal in fewer than 400 words regularly, then it’s unwise to try and “pad” your work to make it seem more substantial than it really is. Of course, you shouldn’t be afraid to write longer pieces should the need arise. More important than sticking to one style vs the other, is hiring a talented professional who can write compelling blog content for your site.