Mix long and short form
The beauty of content marketing lies with its versatility and scalability. Short-form content is perfect for social media, where snackable posts can act as a taster for a long-form editorial on a blog or webpage. Using a mix of formats will give you the power to reach and engage with audiences in new and interesting ways, while also improving your enterprise’s ability to generate leads and convert.
Target higher word counts
When producing longer content marketing materials, it may be a good idea to target the highest word count possible as you will be more likely to deliver insights and provide something of worth to satisfy the intent of a searcher. Recent research found that 2,000 words is the sweet spot for ranking on the first page of Google and Bing SERPs, but it’s not a hard and fast rule. Conducting a content audit will give you a better understanding of word counts and how they may benefit your business.
Optimise for mobile, voice and desktop
Mobile and voice search are quickly becoming the main battlegrounds for SEO, so there has never been a better time to optimise your content for smartphone content consumption. However, it’s important not to forget about desktop entirely, especially if you are creating articles over 1,000 words for B2B audiences who are more likely to view content on laptops and PCs.
Be authoritative and original
Publishing content that is both original and authoritative is a lofty ambition worth striving for as it will provide everything that search engines want when ranking pages. Citing sources, backing up claims with quotes, and providing expert advice and relevant links can do wonders, especially if you can combine it with your own original research and compelling storytelling.
Consider page layout
High-quality prose will send all the right signals to Google, but it can be undermined by a failure to consider the form of content, including page layout. Titles, subheadings, meta tags and HTML tags all play a part in a compelling essay evolving into something more – a unified piece capable of resonating with audiences. Finally, always take heed of Google’s advice to make content “for users, not search engines.”
