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This Is the Blog Post That Doesn’t End

By: David Tile| Founer @ Article-Writing.co
Posted On: April 22, 2014

Have you ever had something wear out its welcome? Something that should have ended but, for some reason, continued to go on? You may have a movie in mind or a television series with one too many seasons. You may even be thinking of that one family member who just needed a couch to crash on “for a few days, I promise.” Or, you may be thinking about blog content writing.

Yes It Goes on and on My Friend

Even if a blog post has great ideas, it is possible for it to feel like it’s too long. Corey Eridon via Hubspot answers the question, “How long should a blog post be,” by taking the advice of an old college professor. “As long as it needs to be.” You might think that means that your blog post can be as long as you want it to be, but the key point in this sentence is the word need. Eridon goes on to say, “They should be as long as they need to be to serve their purpose.”

While it’s true that there are no word count police, as Eridon says in his article, your blog content writing needs to have a point, and the content in it needs to feel like it’s leading up to that point. Your audience needs to feel like they’re reading for a reason, and if your post doesn’t reach that point — or if the content doesn’t tie in with that point — then your blog post will feel like it’s going on and on, my friend.

Some People Started Writing It Not Knowing What It Was

Chances are you don’t realize that your blog content writing is going on for too long. “The trick is to organize the info so readers are not intimidated by the length or amount of content,” says Rachel Sprung of Hubspot. When you’re putting your topic to paper — or rather, Word document — organization is key. Your content can be as long as you want, however, it needs to be organized and the things you say along the way have to have a reason for being mentioned in the first place. Ideas are great, but structure is what fleshes them out and prevent them from feeling like they’re going on for too long.

Let’s create a scenario. You’re sitting in a movie theatre, anxious to see the newest film that’s been the talk of the town. The lights go out, the previews run their course, and soon the movie starts. Two and a half hours later, the credits roll. That’s a lot of time to sit and watch something; however, if that something is a good something that a) gives you what you need or b) gives you more than what you need, the length makes no difference.

According to Box Office Mojo these are the top ten biggest grossing movies of all time:

  1. James Cameron’s Avatar (162 minutes)
  2. Titanic (194 minutes)
  3. Marvel’s The Avengers (143 minutes)
  4. Harry Potter and the Deathly Hollows Part 2 (130 minutes)
  5. Ironman 3 (130 minutes)
  6. Transformers: Dark of the Moon (154 minutes)
  7. Lord of the Rings: The Return of the King (201 minutes)
  8. Frozen (102 minutes)
  9. Skyfall (143 minutes)
  10. The Dark Knight Rises (165 minutes)

Nine out of ten of these movies are over two hours long and half of them are over two and a half hours. Two of them even surpass the three hour mark.

And They’ll Continue Writing It Forever Just Because…

So length is no issue if your content can deliver and satisfy your audience. As Eridon says, “Can your blog post serve its purpose in 200 words? Cool. Stop writing. You’re done. If you need more words … cool. Keep writing. You’re not done.” But again, that key word is need.

“When it comes to web content, length is only one of the factors to consider,” says Neil Patel of Quicksprout. “You’ve got to consider a host of other issues.” And his list, which has been briefly summarized, is as follow:

  • Substance — what are you trying to say?
  • Style — brief and to the point versus conversational and interactive.
  • Frequency — how often do you post?
  • Format — how is your blog post going to look?
  • Purpose — what is the goal you are trying to achieve with your blog post?
  • Audience — know your audience and create content they will need.
  • Medium — is your content simply text, or will there be infographics, pictures, video, ect.?

When all of these factors are considered in your blog content writing, length is of no consequence.

Whether it’s done in 200 words or 2,000 words, if the content is clear, concise, engaging and gives your audience what they need, your blog content writing will never feel like it doesn’t end.

The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 

 

Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

Ready to Invest In Your Article-Writing.co Thought Leadership Package? 

At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.