Where once it provided more amusement than anything else, the internet has long become a very valuable source of information for users all around the world. Easy access to whatever information the individual could possibly need or desire means that they have become somewhat desensitized to branded messages that they feel are “everywhere”. This is why most content marketers recommend that businesses publish short, helpful content pieces as frequently as possible. Not only are these pieces relatively easy to produce, but their unique helpfulness can attract positive attention. However, the real question is not whether such pieces attract attention, but whether they are boosting your conversion rate–turning readers into paying customers.
This is why most content marketers recommend that businesses publish short, helpful content pieces as frequently as possible. Not only are these pieces relatively easy to produce, but their unique helpfulness can attract positive attention. However, the real question is not whether such pieces attract attention, but whether they are boosting your conversion rate–turning readers into paying customers.
Boosting Conversion Rates
Short content pieces do not actually do much to boost a business’ conversion rate, no matter how helpful they are. This is primarily because almost every other business on the internet is doing exactly the same thing. Namely, posting short, helpful content pieces. When confronted by numerous businesses that all have short pieces of content, readers are likely to skip right over them and search for something different–like high-quality, long-form content. Furthermore, top search engines–like Google–actually rate long-form content higher on their result pages. Top rated results often have long-form content of anywhere between two thousand and twenty-five hundred words, which demonstrates that even Google feels that long-form content is more informative and valuable.
When people create links to articles on the internet, they often prefer detailed and specific articles, not short blogs. Of course, the more external links your website has, the higher it ranks with search engines. The higher it ranks with search engines, the more potential conversions you have. Also, long-form content gets shared more often on social media. This means the business will get more traffic from social media sites.
Pros and Cons of Long-Form Content
While considering the fact that long-form content is definitely helpful in boosting conversion rates, it is important to recognize that long-form content that is poor quality, droning on in a repetitive and boring way in order to just be long, will not achieve the desired results.
It is important to learn about the needs and desires of one’s target audience. From there, you must ensure that one’s content addresses these needs and desires. Keep long-form content interesting, informative, and full of hard facts that help readers form a trusting relationship with your business.
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