In our Fireside Chat, our CEO Nicolai Kuban publishes weekly practical tips for your content marketing. You can find all the information here.
When SEO and content marketing were still in their infancy, a benchmark of 350 words was circulating, which was considered the gold standard when it came to content length. The more content was produced, the more sophisticated the algorithms became, and the deeper marketers and SEOs were able to delve into the subject matter, the higher this supposed ideal benchmark became. Today, one thing is clear: differentiation is key!
What does this ominous differentiation mean in relation to content volume and content length?
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This is how much content you should produce:
The sheer volume of content cannot be represented in its entirety. The motto here is: as much as is reasonably possible in terms of demand, search volume, topic selection, and target group relevance. And this, in turn, depends heavily on the niche in which you operate or for which you conduct content marketing.
As a rule of thumb, the smaller the niche, the more limited the scope of possible content, which must fulfill two important criteria above all else. It must be meaningful and useful, both for the target audience and for the search engine. In conclusion, we can say that:
You should produce as much content as your target audience wants. From this perspective, you should aim to achieve 100% content coverage. After all, the needs of your target audience should always be met.
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This is how long content texts should be:
The length of content text pieces should also always be considered relative. Contrary to the original myth, there is no ideal length for content, neither for search engines nor for the target group. In both cases, it is more important to consider the regularity and frequency with which content is published and at what stage the (potential) customer is addressed.
If you want to increase your visibility on the internet with content marketing, longer texts are generally more suitable. This is because they offer more opportunities to incorporate keywords and related synonyms in a natural way and in context. At the same time, longer content texts allow you to go into more detail on the topic at hand. This helps you to present yourself directly as an expert in your field.
However, when it comes to using content to create customer awareness, the answer is more ambiguous. Longer content can work well in this phase of the sales funnel, as long as it remains meaningful, useful, and valuable, and is not simply long for the sake of being long. If the goal is to convert via a piece of content, shorter content may be better, because at this point, much has already been said about the topic in advance and the customer has already been convinced.
So, it remains the same. There is no ideal text length in content marketing. The important thing is to write in a reader-friendly way.
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Do you want to create only perfect texts in the future?
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