We don’t write thin, 300-word blog posts. They don’t delight audiences, and they don’t fulfill business objectives. We prefer to write longer content. Studies from SEO leaders like Brian Dean and Moz have shown that on average, the most common word length for content ranking 1st in Google is 1,800 words. Writing to 1,800 words is not a magic solution, but it’s a good benchmark for the level of research and detail that should go into a powerful piece of content.
We’ve written great 800-word pieces for clients. We’ve written great 5,000-word pieces. It all depends on the market, the audience, and the topic. Rather than crank out 10 lame blog posts a month, we devote all that time to researching, writing, and promoting ONE great piece of content. When that one piece of content accumulates more links than the ZERO which the short blog posts would’ve collected, we find ourselves and our method vindicated.
We also don’t rush publication. We insist that our fact-checking, proofreading, and voice tailoring be 100% perfect for the relevant audience. That takes longer than whipping up a blog post and publishing it the same day.