content concept handwritten on blackboard

What’s The Ideal Length For Your Business’ Digital Content?

What’s the ideal length for my business’ digital content?” It’s a question I’ve been asked many times by startups in Asia.

Here’s the advice I give

Before you dive into how long your content should be, ask yourself three simple questions:

1. Who is my audience?

2. What are their pain points?

3. How does my business help?

Once you’ve answered those questions, start by defining your audiences in terms of personas. (Not sure where to start? HubSpot offers a free buyer personas template.)

Now put yourself in your personas’ shoes. What kind of content would solve their pain points or interest them? Let’s say your target audience are busy CEOs. They’re likely interested in topline insights and best practices rather than long-form whitepapers. (At least, that’s been the case in my experience.) Alternatively, if you’re targeting digital marketing managers, they often crave in-depth articles with practical tips on a particular topic. See the difference?

For a more data-driven approach, I recommend checking out BuzzSumo’s Content Analysis tool.

Once again, let’s assume you’re promoting digital marketing courses. If you enter “digital marketing” into the tool, it will show you the length of related articles that get the most shares online.

screen-shot-2016-10-25-at-9-59-34-am

 

 

 

 

 

According to the chart above, “digital marketing” articles over 2,000 words tend to get more shares online. It’s interesting to note that articles less than 1,000 words received around the same amount of shares as articles over 2,000 words, at least on LinkedIn.

So, it’s worth noting not only the total shares across social media platforms but also the total shares on the social media network that your personas use.

By using this data along with your personas’ insights, you’re more likely to develop the right content for your audience.

What about SEO?

Your content’s position on Google can often make or break your content, in terms of views and conversions.

So which does Google prefer: shorter or longer content?

According to search engine results page (SERP) data from SEMRush, they found that longer content tends to rank higher on Google. In fact, the average Google first page result contains 1,890 words.

Now content length is not the only factor that Google considers when ranking content on the first page, but it does have an impact according to the studies above.

Remember this…

While longer content tends to perform better on search engines and get more shares, the most important variable when considering your content length should be your audience. Keep them satisfied and your rankings and shares will follow.

Source: Forbes, article by Joe Escobedo (http://www.forbes.com/sites/joeescobedo/2016/10/24/whats-the-ideal-length-for-your-business-digital-content/#5472e0362e7e)

 

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beme

Beme: A new video sharing platform

Self-imposed gatekeeping and editing photos is  what Matt Hackett and co-founder Casey Neistat sought to fight when creating Beme.

With their video sharing platform Beme, Hackett hopes to enable creativity and empathy on an even larger scale. Check out Hackett’s thoughts on social media ahead of his talk May 13 at a conference in New York City.

What was your inspiration for Beme?
Beme is a video sharing app without any kind of editing. No preview, no review. To capture a moment on Beme, you simply record a brief clip of video and it is instantly shared. You don’t even need to look at your phone—in fact, while recording, we intentionally turn off your screen so you can focus on the moment that was so exciting you wanted to share it, rather than making some precious creation that takes you out of the moment. Because of this incredibly raw creation method, browsing Beme ends up giving you real, unfiltered glances into the lives of others. No other platform has that.

Why do we need another social media platform?
Social networks are trending toward more and more concentrated sugar water, algorithmically placing content that will keep your eyes glued first, at the cost of a more meaningful overall experience. From the beginning, Casey and I took the very un-trendy position that exposing you to people who are very different from yourself is not only the right thing to do from a moral perspective, it makes a better social product. When you load Beme, you not only see unfiltered windows into your friends’ lives, but the perspectives of people physically far away or far from your social graph. We call these “Interesting Strangers.” Some of my favorite people on the platform I discovered this way, like a US Army soldier deployed in Kandahar, or a Taiwanese high school student.

Last year, Wired wrote a piece titled “Beme Has A Problem: Authenticity is Boring.” How would you respond?Authenticity is a slippery thing, and one I have not been particularly interested in. Honesty, directness, removing filters and mediation between viewer and creator are a lot more compelling. Social media was supposed to have kicked down the gatekeepers, but instead we’ve just become our own gatekeepers.

Why is being your own gatekeeper bad?
Social media was supposed to free us to be ourselves, yet most platforms evolve to be curated, scrutinized public performance. Beme is designed explicitly against that kind of self-censorship, something refreshing we think people are ready for after a decade on the current networks.

How do you see social media changing in the next 10 years?
“Social media” already has a stale sound, in a decade the term will be as obsolete as “camera phone.” All media is social media, and all of us are simultaneous producers and consumers. The most obvious change on a product level that I expect in the next few years is the death of the “follow.” Social networks to date have been constructed around the idea that you will explicitly say “show me every single thing this one human shares.” That’s insane. Follows are a shortcut that social product designers took, it doesn’t reflect a real human behavior. The way that we signal what we want to see is going to become much more organic.

I also expect an even stronger backlash against algorithmic feeds. Ultimately, using algorithms to compose our increasingly noisy social media feeds makes sense, but the way it is done now is patronizing and insults users’ intelligence. I have shared some thoughts on the matter before.

To know more about Beme: watch this VIDEO

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