Did you know there are 21 million tweets per hour on Twitter, over 1 million videos every minute on Vine, and over 100 million likes every minute on Insta! Given this information explosion, one might wonder whether it makes sense for content creators to go on exploring content for a long time?
A clear understanding of your customers is key in developing and delivering content to them. Consumers now prefer informative and engaging content that will entertain and encourage them to read more. So how can B2B marketers stay ahead in such a complex world?
Why do B2Bs need long-format content?
Let the numbers do the talking. According to a recent study by Hubspot, articles with word counts between 2250 and 2500 get the most organic traffic. Long-form blog posts generate nine times more leads than short-form blog posts, according to Curata. According to Orbit media, blog content is getting longer and more visual. The average blog post is up about 19% and is about 1,050 words in length. Another study by SERPIQ showed that the length of the content of the page is directly related to the placement of the search results. All of this clearly shows that Google prefers content-rich websites and long content over short-form content.
Advantages of long play
As a B2B content marketer, you can experiment with the information and data you have through trackers to gain interesting insights and create content accordingly. The use of tools like Google Analytics helps to a great extent. Well-written content that includes key industry insights from industry experts can help establish your brand as a thought leader in a particular industry or domain. Long-format content gives you more authentic ways to draw on other content you’ve created and drive more traffic to your digital assets. All of this together can help create an enriching brand experience and brand awareness that is a key endpoint for any B2B marketer at the end of the day.
Some points to consider
· There is usually no set standard when it comes to word count limits. The average number of words for long-form content in the past could have been between 2000 and 3000 words.
· Long content takes the form of articles on websites or blogs. Add useful infographics, videos, and graphics to your long-form content to make it more interesting and engaging.
Investing the time and effort to identify the type of topics your target audience is most likely to click and consume can help marketers break down their content strategy and marketing plans to ensure they are precisely tailored to the audience needs
· It is important for any marketer to clearly understand their customers’ buying journey and develop their content marketing plan accordingly.
Working with an experienced content marketing agency can help create high quality thought leadership content and thereby achieve better ROI for your content marketing efforts.