With this in mind, how do you work out how long to make your content?
It all depends on the topic and how much information a reader requires. So, if you’re writing an ultimate guide, then your reader is going to expect a complete overview, with pictures and video content as required.
On the other hand, if you’re writing an update on your firm’s new opening hours, then readers aren’t going to want to wade through thousands of words. They want to quickly see when you’re open and be shown where on your site they should go for more information.
So, when you’re writing a blog post, you need to consider:
- How many subheadings and topics you need to provide
- Any target keywords and associated terms that are relevant to your topic
- Who your reader is and how much background information you should provide
- If you need to add any other media such as images or videos
- Whether you can include additional Calls To Action or internal backlinks
- If the content will help you to achieve your digital marketing aims
All of this information will help you to craft a perfect blog post that meets the needs of your target readers. But how do you start?
It’s important to do some keyword research for every blog post. You don’t have to go overboard with it if you’re really on a budget, just use the free trials that are available to you. Once you have an idea for the sort of blog post you want to create, you should spend a little bit of time figuring out keywords for it.
After that, you move onto…
The Skyscraper Technique!
The Skyscraper Technique means trawling through every article in the top page of Google and reading them, taking notes as you go.
Don’t bother with the second page and onwards. No user is ever going to go that far.
The idea here is that by reading and understanding what other content is out there for the same topic, you can pretty much guarantee that you’re going to write the best version.
When looking at other blog posts around the same topic from your competitors, ask yourself the following questions:
- Is all the information up-to-date?
- Is there anything the writer failed to expand on?
- Are they including photos, videos, sources?
- Is there a way to say what they’ve said in fewer words?
Ask yourself these questions with every blog post and take some notes. When it comes to the time of writing your own version, you should have everything you need to craft a knock-out post that blows the competition away.
While longer blog posts do tend to perform better for many businesses, this doesn’t mean the content should be long for the sake of it.
1000 words with 800 words of fluff = bad. Google’s crawlers WILL spot this and you will be penalised for it.
1000 words with every unnecessary word taken out? That’s a winner. It’ll be better for your customers and that will not go unnoticed by Google.