Online Content Cheat Sheet…You’re Welcome

February 27, 2015 at 8:10 pm Leave a comment

Clients frequently ask us about content length and frequency for different mediums:

  • What is the desired length for a video?
  • How long should press releases be?
  • Are our blog posts too long?

Our friends at Adweek put together this informative infographic using data to suggest the ideal length of virtually everything online.

We think it’s a great guide for professional services industries, emphasizing that succinct and direct content provides a greater impact in most mediums, but that there are still platforms where readers prefer longer formats.

For professional services companies, it’s particularly good to know that audiences with interest in specific topics will be engaged in informative blog posts that are up to 1,600 words long (six times as long as this one), according to data findings.

This takeaway is encouraging, knowing that professional services companies are built upon expertise of its providers, and clients want the thorough content to learn about how to navigate the issues keeping them up at night. Keep that content coming!

Email subject lines are an entirely different animal – keep it short or your open and click rates will be pitiful. The data shows that the same brevity extends to Facebook posts (40 characters max), paragraphs (40-55 characters) and hashtags (only eight characters).

Speaking of animals, how they determined which animal to represent a stat is a mystery to me, but it’s awfully cute. However, they missed what I believe to be the most appropriate one for online content consumption – Squirrel!

Squirrel

You’ll notice my headline is six characters. Bam. Thanks, Adweek!

— Melinda Hepp

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Entry filed under: Marketing, Public Relations, Social Media.

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