Inbound Marketing Blog

Creating Compelling Content: How Much Content Is Too Much?

15 February 2016
Chief woOER - Richard Burdge

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Creating compelling content is an essential component to an effective Inbound marketing strategy, whether in the form of blogs, social media or website content. Essentially, compelling content is the bread and butter in your Inbound sandwich. 

However, when creating compelling content the tendency to get carried away, with either the quantity or length of blogs, articles or social posts, is common. Whilst enthusiasm is no bad thing when it comes to writing top quality content, try to curb the excitement before it becomes an overpowering assault on your customer's daily reading.  

Compelling content is worth its weight in gold in the Inbound Marketing sphere as it engages and informs potential leads and helps to convert them into customers further down the funnel, so getting the right quantity of content is a key step to success.  

How much is too much? 

Like so many things, making your content compelling involves a 'quality over quantity' approach. Especially for those of you who are trying to position yourselves as thought leaders the best approach is to publish your thoughtful pieces less often, but keep the quality high. The danger with posting this sort of content too often is that the messages will get diluted and your reputation as a thought leader could be compromised. 

More generally, the main aim for all marketers creating content is to cut through the clutter and not add to it. Make your content stand out from the crowd - create the wow factor! This could be by varying the content formats you use, such as SlideShare, infographics or video, or by providing original insight into your industry.

But don't be afraid to post content, if you go silent on your blog pages or social platforms this will equally deter your readers. Typically once a week is enough to make a meaningful impact. 

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What length should content be? 

While there is no firm rule around the length of blogs and other content (although Tweets are of course restricted already), when writing content think about blogs you've read recently. Which ones did you read from start to finish? Why did you keep reading? How long was the blog? Ask yourself these questions and take best practice from examples you see every day.  

It depends on what you're writing, a thought leadership piece for example would tend to be longer in length - but remember people are busy and on-the-go so don't write an essay! Try keeping under 500 words if you can. Keep content concise and only put in your most valuable points so you know they won't get lost in a sea of words.  

Try grouping your content with sub headings, use calls to actions and break up the text with images to make it more reader-friendly. People generally value shorter, concise content with visual interest than word heavy alternatives.  

Let the analytics do the talking  

Not sure if your content is cutting through? Try varying the length and frequency of your content and see which ones perform best. This is the easiest way to find out what works for your specific target audience and, while it might take a bit of time, this will provide you with best practice to replicate for future content. We recommend using Hubspot or Google Analytics to do this. Once you get into a rhythm of putting out top quality blogs, web content and social posts, your reputation will improve amongst your audience, helping to boost the number of leads you gain. 

So now you know how to create the optimum number and length of content pieces to get the best results. For more helpful hints in achieving Inbound success, why not have a read of the 8 Fundamental Rules for Inbound Success.

 

Topics: Inbound Marketing, Content Marketing

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