February 5, 2018
Content marketing is not an exact science, so like a scientist, no one marketer is absolutely right. In fact, digital marketing can often be a shot in the dark. That’s why it’s important to pay attention to what’s trending in content marketing and build your strategy accordingly.
A recent survey found that only 7% of B2Cs and 9% of B2Bs felt their content marketing efforts were “very effective.” That means over 90% of businesses are not seeing the performance from their content that they would like. So, what’s the one type of content you can consider dropping this year?
Everyone is doing 800-word articles that are peppered with fun media. It used to be incredibly effective. But therein lies the issue. EVERYBODY is doing it. There are a lot of reasons why people have targeted this popular form of content as the one that must go.
If your articles are focused, it typically doesn’t take long for you to get to the point. When producing content that creates value, it must be specific and captivating.
800-word articles have fluff. They’re typically padded by the writer with “B grade” material. It’s called “B matter” because it’s everything but an “A.” You will bore your audience with filler language. Get to the point.
It’s been shown that virtually no one clicks the share button on the 800-word article. 75% of all content produced never gets a share or a link, to begin with, so you’re already at a disadvantage. Why make it worse with fluffy content? Readers are pickier, and the competitive landscape is being flooded. Remember how we said, “everyone is doing it?”
Consumers are becoming weary as the market is crowded with mediocre content in an attempt to beat the competition. People know when they are trying to stretch an article, or awkwardly infuse SEO. They’re not going to share poor quality content with their friends, or even take the time to comment.
A study by CopyBlogger found did 80% of your visitors will read your headline , but only 20% will go on to finish the article. Therefore, the longer the article, the less likely your reader is going to finish. This book demonstrates the need for impactful titles, followed by short-form content. Video is your best bet.
There is an exception to the rule. Long-form articles of 1,500 words or more with infographics, links, and resources, are said to be the best of any written content on the web. So, if you’re going to shoot for 800 words, you might as well double that to double your chances.
Lastly, consider content that is interactive. Keeping people engaged is not easy but it can be done with content that asks something of the viewers.
And there you have it. Do not use 800-word articles anymore. Cut out the fluff. Enough said.
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