A large article about why short posts are better than long content. It's about the message not the size.
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Last month we talked about using analytics data to conquer the task of writing dynamic content and beat writer’s block.
Asking the Right Questions
We set the date range to the single day. This clears out all the information gathered about any other day since tracking begin. Our job now is to answer these questions:
Where did the visitors come from? – This points to which referrers may bring better amounts of traffic to your site.
What did they look at? – Which pages brought this amount of attention, and is it something you can replicate?
How long did they stay? – If they only stayed a few seconds, they probably didn’t find what they were looking for.
Did they visit any other pages on the site? – This indicates one of two things. One, they found what they wanted and decided to surf the site. Two, they didn’t find what they needed on that page, but thought they might be able to find it elsewhere on your site. Delete the scoop?
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Use the data. Use the metrics. Use the relationships and everything that comes along with them. Knowing where your traffic is coming from and what referrals convert the best will greatly enhance the return on your campaigns, as well as the return on your investments! Delete the scoop?
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Interesting new data about searcher behavior from a recent User Centric eye-tracking study: Whether using Google or Bing, all 24 participants looked at the (More reason to invest in good SEO!
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Learn how to find and analyze social media assisted conversion in Google Analytics... Delete the scoop?
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Web analytics is more than a bunch of numbers and graphs. Take a chance, step outside the box and turn your analytics program into a high-powered tool for writing dynamic, engaging content!
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So much to read out there... Great post over on Tad's blog
Now let recount of a few other reasons why short posts beat long content on the Web:
1. People don't read online, they scan. The fewer text to read the bigger the chance that they scan your message and that it gets through in the first place.
2. Long lists or minute step by step tutorials get shared a lot and saved even more for later but people rarely use them in their entirety.
3. The time you need to prepare a long article or essay equals a few, or even dozens of short postings. Add up the social media activity of a dozen short posts and compare it with one long article.
4. Publishing only hard core hyper-valuable long articles once every few weeks lets your audience forget about you in the mean time.
5. When it comes to SEO the headline and page title are crucial to rank for a given phrase. When you have ten posts you are more likely to rank for ten keyphrases than with just one post even in case this one ranks better.
6. Some of the most successful writers like Seth Godin post really short articles, sometimes as short as aphorisms. The less fluff and the more message the better.