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I am currently building a blogging strategy for a business to business client.
Best Answer
- Recommended by:
- Michael Mahoney
do whatever you think is going to deliver the most valuable content to their audience. generally that happens by doing both. if there is the internal expertise (and time) to develop well thought out, researched content that is going to provide value, then definitely do it. it is unrealistic to think that the only valuable content is going to come from your client, so i would also mix in the short form posts that direct readers to other valuable pieces of content that exist. you want to make sure your client creates value by developing trust with its audience by pointing them to the best content (whether that be created internally or externally)
- Recommended by:
- Michael Mahoney
The answer to your question on short or long posts is this - yes.
Mix up your blog posts. I recommend a mix like this:
1) 60% short
2) 30% long
3) 10% video
Regardless of short or long, make sure you put the most important content above the fold. And embed lots of links into your posts. Use lots of high quality images as well.
Jeff Ogden, the Fearless Competitor
President, Find New Customers
http://www.findnewcustomers.com
Mind the fold! (The "fold" is the bottom of the visible browser screen page.) Be cautious of crowding out the potnential interests of other. Langing pages, even for subscribed sites where people are topic primed, are high value.
Attention is precious. If the site is already a "deep thoughts" destination where landers expect lengthy intense tomes - go ahead with the long form. Or if you are so committed to your own interests and editorialization of a particular topic... make your bet!
Otherwise...
Personl choice should inform presentation. I would skim the content for hooks, making the the most of WIIFM clickability, highlighting the reference with a relevant image and let the lead lead.
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Here is my experience after having written almost 900 blog posts to date.
You need a mix of posts in the 400-600 word length and ones that approach 1000 words.
The shorter posts are easy to read and accessible, but can easily stray into meaningless opinion not based on either fact or data. Longer posts allow you to demonstrate your skill and experience in a more substantive manner. However, too many long posts will make your blog seem obscure and academic.
Regardless of length, however, be sure to find interesting topics and to write well. Use a spell checker and also a grammar checker, like the one built into MS Word, to help you polish the writing.
Remember, quality content matters most and is more important than length.