What is the ideal length for web content?

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Articles of 600, 1200, 2000 or 3000 words? Videos of 30 seconds, 1, 3 or 10 minutes? All marketers have already wondered about the ideal size of their content. Yet there is no unanimous answer.

However, the length of web content affects both user experience and search engine rankings. This is why this question remains legitimate.

So let’s go! Let’s try to answer the question together: ”  What is the ideal length of web content?”  “.

What is short content?

To determine the length of your content, you must first clearly define what constitutes short content.

Some specialists set the limit at 1,000 words, others at 1,200 words. It’s up to you, according to your convictions, your audience and your activity. Generally, content under 1000 words is easy to read and digest, especially if it is airy and illustrated.

Regarding a video, a format is said to be “short” when it is less than 1 minute.

Short content, therefore, covers a specific topic, without being too in-depth or detailed.

In this category, we find:

  • Advice lists
  • Current topics
  • the infographics
  • Social media publications
  • Emails

The advantages of short content

  • Short content is an effective way to get an idea across quickly and efficiently.
  • It allows communication with users with short attention spans.
  • It is the ideal format for communicating on social networks.
  • Its production is fast and less resource-intensive.
  • The short content is perfectly suited for viewing on mobile.

The disadvantages of short content

  • With short content, it is more difficult to go into the details of a topic.
  • It is not for buyers in the middle or end of the buying funnel, who need the details to make up their minds.
  • Short content is often less visual, less enriched with examples. Readers find it more difficult to make it their own.
  • Short content is not ”  evergreen  “: its interest and performance diminish over time.

What is long content?

Long written content is over 1200 words long, while a long video is often over 1:30 min. Deepening a topic is necessary in the case of:

  • Guides and tutorials
  • Training
  • Case studies
  • White papers and ebooks
  • Webinars and virtual events

Particularly useful for managing your image as an expert or converting prospects at the end of the funnel, this content engages and retains the audience.

It is intended to educate and inform users who are looking for detailed answers, concrete examples or a methodology to solve a problem.

What is long content?

The advantages of long content

  • This type of content is generally ranked higher by search engines.
  • Long content allows you to position yourself on several requests.
  • According to a Semrush study, texts over 3,000 words earn 3.5 times more backlinks than those between 901 and 1,200 words.
  • The conversion rate of a landing page increases by 30% when its length is multiplied by 20.
  • Long format content helps position you as a leader in your industry and rarely becomes obsolete over time.

The disadvantages of long content

  • It takes time, resources and expertise.
  • Long content sometimes generates less engagement, because of the constantly declining attention of Internet users.
  • It is more difficult to share on social networks or by email.
  • Long content is aimed at a smaller target, but better qualified (so it’s an advantage and a disadvantage at the same time!)

How to choose the ideal length for your web content?

As you can see, each format has its advantages and disadvantages. To choose the right length for your next content, you need to consider these things:

The purpose of your content

What are you looking to do with your content?

If you want material to liven up your social networks or your emailing strategy, short content is sufficient. Likewise, if you want to generate action with an average added value (subscription to the newsletter, sharing of content on social networks, etc.).

On the other hand, if your goal is to rank on a highly competitive search term, to generate high-value traffic or conversions (downloading a white paper, subscribing to a trial offer, purchasing, etc.), it is advised to write for long content.

The purpose of your content

Research intent

You need to understand the intention your content is going to respond to.

To do this, study the successful content of your competitors on the same subject.

If your audience intends to learn or educate themselves, you need to create long content. But, if it’s looking for entertainment or keeping up with your latest news, short content is still a better option.

Target

With Google Analytics, analyze the preferences of your audience in terms of content. You will quickly know if your prospects are more receptive to long or short content.

Look at your previous performance by channel and format, then analyze metrics like:

  • Traffic
  • Conversions
  • Commitment

Also, remember to check the “top pages” in Google Analytics. Which format is in the lead?

The size of the conversion tunnel

How many touchpoints does your customer reach before converting? The length of the buying cycle is a critical part of defining content length.

For example, e-commerce in the fashion sector can stimulate the sales of a new collection or of a garment through short content on social networks. This type of business often rides on impulse and crush purchases. The conversion window is therefore short, which leaves room for concise and short web content.

Conversely, a B2B buyer will have a much more complex conversion path, where the audience must be nurtured with educational and informative content. Methodologies, white papers and case studies are necessary for its decision making. It will therefore be necessary to produce long content as a priority.

Conclusion

What is the ideal length for web content? The one that meets your objectives and the preferences of your audience, as we have just seen in this article!

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