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3 Plain English Reasons Why Longer Content is Better

3-plain-english-reasons-why-longer-content-is-better


Scour the net and you will find ‘countless’ content pieces on…

 

1. Reasons why longer content is better (for example herehere and here)

 

2. Why longer content is better for rankings (for example herehere and here)

 

3. Statistics / case studies with evidence on why longer content is better (for example herehere and here).

 

BUT…

 

What about ‘3 Plain English’ reasons why longer content is better?

 

And that is ‘3 reasons’ that you can easily:

 

Absorb

Understand

Motivate yourself (and each time)…

 

To Take Action on…

take-action


And focus on what truly matters and that is:

 

Content Marketing that Maximises Return on Investment.

 

And now (without further hesitation) let’s dive straight into it and discuss……

 

3 Plain English Reasons Why Longer Content is Better!


Longer Content Allows Greater Topic Focus


We breathe.

We live.

We stop breathing (and die).

 

Cruel? No.


Reality? Yes.


But the point (and we know you want it quickly) is…

 

By focusing on longer content, you immediately ‘narrow your focus’ to the:

 

– Hot (e.g. Google Hot Searches)           

– Trendy (e.g. Google Trends), and

– Bigger Picture

 

Topics in your market that:

 

REALLY matter.

really-matter


Gone are the days where you simply:

 

Open your keyword spreadsheet (eyeballing it)

Choose a highly searched keyword (most likely with low competition), and

Pump out a blog post on that keyword (and then rank for it).

 

Then…

 

Wash

Rinse

Repeat.

wash rinse repeat symbol


No – that is not the way – this is old school SEO.

 

Because topics are the next evolution of SEO.

topics-next-evolution-seo


And by focusing on ‘topics’  (as opposed to keywords) you can build:

 

Trust

Respect, and

Authority (the holy grail of SEO) far quicker.

holy grail light up and perched on rock


But what are Topics??

 

A topic is exactly what it sounds like = a broad concept.

 

A keyword = component of that concept.

 

Just think of your local grocery store as an example…

fruit section of supermarket


You have:

 

1. Produce, Meat and Dairy (at the highest level)

 

Then within ‘produce’ you have:

 

2. Fruit and Vegetables (as sub-topics)

 

And within the sub-topics:

 

3. Apples and Oranges (are the keywords)

 

If the difference is still not clear to you between ‘keywords’ and topics – check out this comprehensive explanation by MarketMuse.


But Why Focus on Topics?

 

Simple.


The consumer is always changing.

consumer-always-changing


But not always how you think (as pointed out in this great resource by Deloitte Insights).

 

But fundamentally (again as reported by Deloitte here) and from the biggest-picture point of view they:

 

1. Have less time (surprise surprise), and

2. Are more conscientious (looking not just for more – but the right information!).

consumers-always-searching-right-information


Therefore, by focusing on ‘topics’ (rather than ‘keywords’ you immediately go to):

Beautiful tree on hill of red flowers


The top of a bushy-tree (by focusing on what matters – the big picture topic).

 

Rather than your competitors…

green leaves on tree


Who are more likely to focus on the branches (less important – the keywords).

 

And the end-result is that by broadening your ‘focus’ on a topic you can create:

broaden-focus


Better content that (that is likely to rank for more keywords too)

Resourceful content (that your customers absolutely love), and ultimately

Authority content (key to high rankings in Google).

 

That is Greater “Topic” Focus discussed (Plain English reason #1 / 3 of why longer content is better) and next let’s discuss why…

 

Longer Content Solves More Problems!


Longer Content Solves More Problems

problem and solution concept


That is obvious.

 

Every word / sentence / paragraph (provided it is not fluff):

 

Gives you another chance to solve one.

 

Any by ‘solving more problems’ you are far more likely to be seen as an:

 

Authority (by your prospects).

longer-content-solving-more-problems-gives-greater-chance-being-authority


And more authority = more sales = more revenue.


BUT STOP FOR A MOMENT.

red and white stop sign


Because just because you are going ‘long’ (with the content) does not mean:

 

You are solving the right problem.

 

As the great Albert Einstein said…

cartoon of Albert Einstein


“If I were given one hour to save the planet, I would spend 59 minutes defining the problem and one minute resolving it”

 

According to Time (read more here) you need to consider the following when solving problems:

 

Why does the problem need solving?

 

Establish reasoning first.

 

Is there a clear need to solve this problem?

 

This will ensure time is not wasted.

 

What is the context of solving the problem?

 

From approaches tried to what others have done to constraints on the solution.

 

What is the problem statement?

 

Take answers to all (above) and layout the problem (including scope, requirements of a
solution and who will be involved).

 

But above all (from the biggest picture) always:


Go straight to the root cause of a problem. 

always-get-root-cause-problem


Mind Tools (in this great resource) outline 5 steps to doing this and they are:

 

Step One: Define the Problem

 

Step Two: Collect Data

 

Step Three: Identify Possible Causal Factors

 

Step Four: Identify the Root Cause(s)

 

Step Five: Recommend and Implement Solutions.

 

For brevity purposes the ‘root cause’ of a problem goes beyond this blog post – but again check out more about the process here).

 

You should note though (as Forbes points out in this resource) – solving the problem ‘permanently’ is key.

solving-problems-permanently-key


Because when you solve problems permanently:

 

You learn from it (as a business)

Alter (the way you do business), to ultimately

Avoid the same problems in the future.

 

Because yes ‘longer content’ definitely gives you a greater chance to solve more problems.

gold fish jumping to bigger bowl less fish


But it is only when you combine…

 

Longer Content with Solving More of the Right Problems

 

And ideally (permanently)

 

That you can truly ‘win’ with your long content marketing strategy!

Confetti streaming out gold trophy


That is “Problem Solving” discussed (Plain English reason #2 / 3 of why longer content is better) and finally let’s discuss why…

 

Longer Content Creates Evergreen Content!


Longer Content Creates Evergreen Content


The beauty of evergreen content is that it is not ‘time sensitive’ and will remain relevant regardless of:

 

Time

Date, or

Year (at some point in the future).

 

Buzz Sumo reports on six benefits of evergreen content here but essentially its number 1 benefit is that it’s:

 

Valuable long after it is released.

evergreen-content-valuable-long-after-released


This is much like a plant that keeps its green leaves all year around (how the ‘evergreen’ name came about).

green plant leaves in garden


And Longer Content is More Likely to Lead to Evergreen Content.

 

But…

 

Of course, only when you have mastered:

 

The ‘80% of Copywriting’ (discussed in this top blog post)

Followed the ‘3 Golden Keys to Success in Copywriting’ (discussed in this top blog post), and ultimately

Solved the ‘right problems’ (discussed earlier in this blog post).


But what does the data say??

newsreaders standing in front of large data screens


Neil Patel points out in this data-driven guide about why 3,000+ word blog posts not only get more traffic but:

 

Set you up as the authority (to win)

Generate leads (for a longer timeframe), and ultimately creates

‘Beautiful’ and ‘timeless’ evergreen content.

 

And as Neil Patel says (again in this data-driven guide) long-form content allows you to:

 

Go further (beyond just scratching the surface of a problem)

Beat your competition (who only focus on short-form content), and ultimately

Provide enormous value (without ‘wasting’ any words!).


How Do You Go About Crafting a Winning Piece of Evergreen Content?

confused man scratching head


Any piece of content can be evergreen but some great examples of ‘evergreen content format’ (in this guide by Backlinko) are:

 

Ultimate Guides (covering the most important elements of the topic)

List Posts (top 3, 5 or 10 for example) 

Case Studies (evidence something happened)

Videos (can accumulate more views for many years after going live)

Checklists (an extremely valuable resource)

How-to Guides (always work).

 

These formats are a great starting point in your ‘quest’ for evergreen content.

 

But again (absolutely any piece of content)…

 

Short

Long, or

Whatever Format…

 

Can be evergreen!

top of green pine trees forest


But remember (and this is a biggie):

remember


Just because you ‘hit’ publish and have poured hours (and maybe even thousands into it) does not mean…

 

Parts of your ‘evergreen content’ will never go out of date.

 

Always ensure you do a content audit ideally at least every 3-6 months (as recommended by Portent in this resource) to stay on top.

content-audits


Stay tuned for a future blog post on evergreen content (coming soon).

 

But if you are looking for:

 

More Information on ‘Evergreen Content’ and Its Enormous Benefits

Check out this great guide by Ahrefs (very comprehensive).

 

That is “Evergreen Content” discussed (Plain English reason #2 / 3 of why longer content is better) and now let’s…

 

Quickly wrap this blog post up!


3 Plain English Reasons Why Longer Content is Better Wrap Up

video wrap


Short content

Medium content

Long content.

 

It does not matter.


Because (as discussed in this blog post) what matters most is ‘user intent’ and fulfilling user intent with your content.

 

But if you choose to go for ‘long content’ you more easily can focus on:

 

Topics (and what truly matters – from trends to statistics to core data)

Solving More Problems (and ultimately the right type that will not reoccur)

Evergreen Content (that provides enormous value for a long time)

 

And by doing this:

 

Trust

Respect, and ultimately

Authority

 

Can be yours much quicker…

 

And set you on the path to:

 

Succeeding with your Content Marketing Strategy!

 

Over to You…

Do you agree or disagree with the discussed 3 Plain English Reason Why Longer Content is Better? Would love to hear from you in the comments – any feedback is greatly appreciated.

 

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