Nowadays, the number of people working under one hour on their blog post is at it's all-time low, while the average time spent writing a single blog post is 3 hours and 20 minutes, making it the highest in history.
While some attribute this to the rising popularity of larger content formats, this is merely the tip of the iceberg. The truth is that the people in the blogosphere have finally realized that the quality of their content determines their success in the digital world.
A perfect example of this can be seen in the way it impacts one’s organic traffic and reach.
Here are some examples.
The Duration Of A Visit
As of late, there’s been a trend towards longer content forms. In the past, an average online post was somewhere between 600 and 1,000 words long, because today, 3,000 words or more is the preferable length.
The reasons behind this are quite obvious – people want to find all the information they need in one place, instead of having to look all over the internet. Moreover, if you’re looking into different pieces of information, chances are that you will find contradictory results and not all sources are equally reliable.
Unfortunately, writing in a 3,000 words long format is perhaps even harder than writing three 1,000 long posts, which seemingly puts content marketers at a disadvantage.
On the other hand, it’s all more than worth it because these posts get ranked better. The main reason behind this is the fact that longer content takes longer to read, which in turn provides you with the longer average visit duration. Needless to say, this is one of the metrics that Google holds in highest regard.
Establishing A Personal Brand
Another thing that quality blog content allows people to do is establish their personal brand and industry authority.
Keep in mind that it’s easier for people to follow you if they believe that they can acquire some value from you.
When asked about their favorite content creators, most people can give a direct answer about why they follow them. They find their opinions hilarious. They talk about the most important news of the week, therefore, keeping them informed. They create useful tutorials and DIY rundowns they can use later on.
Still, personal branding requires more than a few marketing techniques on its own. On the one hand, you need to build your personal social media profile but keep in mind that what you present, needs to be this professional persona.
This is something you need to keep in mind even when displaying your fun or casual side. In 2018, LinkedIn, Facebook, Instagram, and Twitter are minimum requirements.
Furthermore, it would definitely be worth your while to look into your social media monitoring options in order to acquire a higher level of feedback.
Generating More Backlinks
When you create a really outstanding piece of content, you’ll be used as a reference and source material by others. In turn, this will generate backlinks that will lead to more traffic and a higher Google rank.
However, just because your content is well written doesn’t mean that it’s going to generate backlinks. In order for a link to be naturally inserted, you need to create a title or a topic that can be seamlessly integrated.
At very least, you need to present a statistic that is shocking, staggering or unexpected. Needless to say, that’s something that can be put into a phrase that you would insert into a related article.
Responsiveness Keeps The Audience
Sometimes, your content is so interesting that your audience won’t be able to help but browse it further.
Nevertheless, if your domain is unresponsive, not a lot of people will think about the notion of exploring it further.
Think about it, if it takes several seconds for each page to load, going back and forth might be completely exhausting. Even the issue of navigation can help swing this issue either way.
For instance, if you don’t have the option of returning to the menu or category but have to do so by repeatedly clicking the back button, you risk ruining the user experience.
In fact, by switching through pages, on paper, you’re ruining your own duration visits, which will reflect poorly on your rank. Not to mention that your audience might abandon you soon enough.
Finally, by giving a strong opinion or talking about a topic that people feel passionate about, you might make your content share-friendly.
This creates a chain reaction. One person shares it and suddenly, your content becomes available to their entire circle of friends/followers. Each of them has a chance of sharing it, which adds more and more people to the mix.
If this happens only several times, your content might be exposed to as much as several thousand people, which is a huge reward for a moderate amount of effort you’ve invested in order to make your content more shareable.
As you can see, good blog content is the key to your brand’s online success, but good blog content and well-written content are not the same things. The difference lies in your ability to enhance your content with various principles of digital marketing.
David Webb is a Sydney-based business consultant, online marketing analyst and a writer. With six years of experience and a degree in business management, he continuously informs the public about the latest trends in the industry. He is a senior editor at BizzmarkBlog. You can reach him on Twitter or Facebook.