Writing valuable content on a consistent basis is challenging and tedious.
For example, creating a new blog post, finding a compelling (or at the very least, appropriate) image, and writing corresponding social media copy can take hours. When you consider the time it takes to research, write, edit, and format images for each social post, it makes sense.
So, is it worth it? Is all that work really necessary for driving website traffic and attracting leads?
In a word . . . yes!
Content marketing is necessary. Here's why.
QuickSprout has produced some interesting stats that prove that consistent content creation is not only important to consumers, but it influences their decisions.
- Companies who have active blogs receive 97% more leads.
- 61% of consumers feel better about a company that has a blog.
- 90% of consumers find detailed content useful.
- 50% of consumers say content marketing has a positive impact on purchasing decisions.
These stats only support our belief that content marketing, a key component of Inbound Marketing, is the best and most efficient way to spread the word about a brand and to attract qualified leads.
The Content Marketing Institute defines content marketing as "a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action."In order for content marketing to do its job correctly and make an impact, it must satisfy the demands of Search Engine Optimization (SEO). The Kissmetrics.com blog post, Why SEO Is Actually All About Content Marketing puts it clearly—
- SEO demands content; content marketing is content.
- SEO demands new and consistent content; content marketing creates new content consistently.
- SEO demands keywords; content marketing integrates keywords.
- SEO demands link backs; content marketing incorporates link backs.
- SEO demands metadata and tags; content marketing delivers metadata and tags.
While this list isn't extensive, it does give a solid picture of how content marketing single-handedly meets the demands of SEO. Without SEO, your chances of being found through search engine results are pretty low.
What's a good blog length?
How long should your blog posts be? Here’s a list of common blog posts lengths to help you find your own ideal length.
The guidelines below have been taken directly from How Long Should Your Blog Post Be? A Writer’s Guide via TheWritePractice.com.
- 75-300 words. Super-short posts are best for generating discussion. They rarely get many shares on social media, and they’re horrible for SEO, but if you want a lot of comments, write short posts.
- 300-600 words. The standard blogging length recommended by many “expert” bloggers. It's a good middle-ground for social shares and comments, but too short to gain much authority or search engine love.
- 750 words. This is the standard length for professional journalism, especially newspapers. It's pretty good for getting links from other bloggers and shares on social media.
- 1,000-1,500 words. You’ll get fewer comments but a lot more shares on social media, especially if you’ve written a post that actually solves a real problem.
- 2,450 words. The highest ranking articles on Google are most often 2,450 words. If you want to rank well on search engines (and get thousands of new readers per month), this is the best length. However, make sure you write about a topic that people are actually searching for.
The bottom line is this . . .
When content marketing is done right and best practices are implemented, great things happen. Search rank will improve, website traffic will increase, and potential customers will consume your valuable content—all of which ultimately lead to increased sales!
If you see the value in content marketing, but don't have the power in-house to make it happen, give us a call or shoot us an email. We'd love to help you properly implement content marketing within the framework of Inbound Marketing.
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