The crux of the article is that longer articles are taken more seriously, and that people will share badly written content anyway. Which is probably true, even if it’s only being shared by snooty English majors (waves hello!) to mock content writing fail and to lament the death of language as we know it.
What is your content marketing strategy?
If your only goal is increase your search rankings, then it likely doesn’t matter if your web content is poorly written. You’re just writing for machines, so you could probably get results with a million monkeys and a million typewriters. Great! However, at last check, search engines don’t have a whole lot of purchasing power. Ultimately you’re going to want those high search rankings to lead to actual eyeballs on your site.
What will those eyes, connected to actual humans looking for competent professionals providing a product or service they’re hoping to purchase, find when they get there?
- Will they see 1,500 words per corporate blog post that fill the screen a few times over, and yet somehow manage to say nothing at all?
- Will they find lots of keywords but no real substance?
- Will they wonder if your company would be difficult to work with because of what is, apparently, a significant language barrier?
In short, when actual people arrive at your site, will they see content that positions your business as a legitimate, professional company they can feel confident doing business with? If your content marketing strategy is built on writing for search engines rather than people, there’s a good chance they will not.
Keywords are nothing without captivating content
Of course it’s important to have content that is search engine friendly. After all, even great content is wasted if nobody reads it. It’s also important to make sure there are appropriate keywords in your content writing to make sure people find what they’re looking for when they arrive at your website, or visit your Facebook page, or browse your Twitter timeline.
But don’t stop there! Make sure a visit to your website is useful, whether or not a visitor ultimately ends up working with your company. Instead of laboriously struggling to have longer and longer posts on your company blog, challenge yourself to make a convincing case in as few words as possible. Don’t just talk about your business, talk about related services and the latest news affecting your industry.
One person visiting a website that clearly demonstrates that you know really know your stuff can turn into an actual customer. One customer is better than a million bots from a faraway land that may never contribute a nickel to your business.
The next 1,000 words or so will be spent stuffing this post with keywords to make sure it's taken seriously. Oh no wait, that’s just silly.